Clayton Homes Validates Brand Awareness Increases with Hanover Brand Tracking

Case Study
Clayton Homes

Hanover helped the organization better understand its market and fulfill its mission of opening doors to a better life for all generations of home owners.

Challenge

Clayton Homes partnered with Hanover Research in early 2013 to expand the capacity of its Insights Team. The company sought to tap into Hanover’s extensive analyst team to help justify marketing expenditures and understand returns on investments

Solution

To address this research need, Hanover conducted iterative brand awareness and equity surveys to general populations of interest and prospective homeowners.

Outcome

Hanover’s support enabled the Insights Team to gain a before, during, and after view of media campaigns and the impact they have on the Clayton Homes brand. Further, analysts have helped Clayton Homes evaluate the needs of different consumer segments, enabling the organization to better understand its market and fulfill its mission of opening doors to a better life for all generations of home owners.

By partnering with Hanover Research, Clayton Homes and the Insights Team have:

Identified critical brand messaging for marketplace positioning
Confirmed a 6% increase in year-over-year unaided brand awareness
Allocated resources toward high-performing campaigns, yielding increases in PR and Social Media budgets
Benefited all company departments with recurring pulse checks in respect to customer satisfaction, brand awareness, and competitive

6% Increase

in year-over-year unaided brand awareness

“In late 2012, we realized the demand for insights was outpacing our team’s growth. For the cost of another full time employee, we had the entire Hanover team dedicated to help with big projects that require consistent attention. I felt confident that experienced Hanover analysts were working on my high-priority projects, which in turn freed up my time to accomplish company-wide goals and grow the internal awareness of the Insights Team. This allowed us to contribute to multiple business units and support different departments with strategic research.”
-Kristen Kolb, Senior Insights Strategist at Clayton Homes

The Client

Clayton Homes

Industry

Home Builders

Headquarters

Maryville, TN

Website

https://www.claytonhomes.com/

Standing Out in a Niche Software Space

Find out how Betterworks was able to optimize its marketing messaging and demonstrate the value of its performance enablement software by partnering with Hanover Research.