Marketing campaign to promote their business

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Reference no: EM133575121

Question

An asphalt and concrete company expanded to a new city and contacted GPS Marketers to help them with a marketing campaign to promote their business. The projects the company did (asphalt and concrete paving, driveway sealings, and other concrete structures) were expensive, and GPS's market research showed that many buyers were fearful they would be disappointed with the work after spending thousands of dollars. GPS worked with the company and designed a campaign that would address and alleviate customers' fears right from the start. An important part of the campaign was highlighting the two-year warranty the company offered, which was a year longer than what was offered by any competitors. Why is it important to anticipate what fears customers may have?

Reference no: EM133575121

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