Elite Sportswear
Recognizing that their investment in business development methods and sales support processes could always be improved, Elite made the decision to audit, assess and proactively reach out to a sample of existing and past customers via a broad-based research (and lead generation) project. A project designed to gauge usage and attitudes towards Elite, track advertising efficacy, determine purchase intent and cycles, assess supplier preferences and required service levels, competitive presence, customer communication needs and product category preferences/segments. A secondary objective was to update customer data for future direct response marketing.

Methods
Telephone, Mail

Results and Key Findings
Fully 56% of customers of the 500 target customers were reached. 173 “action items” – ranging from a hard lead to a request for a catalogue/salesman visit – were captured and archived. As well thousands of comments from real customers with real problems together with their feedback were captured and archived. From this data and insight, a detailed report including several recommendations for brand development, business process and messaging improvement was presented to Senior Elite Management. Finally, $1000’s in quantifiable leads from customers, many of whom were about to buy elsewhere were captured.

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