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Integrated Messaging:
Strategic Narrative Building Blocks
Situation
LATAM sought to redefine its brand positioning to establish a distinct and compelling identity that would resonate deeply with customers and set it apart from competitors.
Action
By integrating three core positioning themes—Rise, Progress, and Warmth—LATAM created a unified brand framework designed to highlight passenger potential and underscore its role in regional prosperity. The strategy carefully aligned messaging with essential customer choice drivers, including trust, pride, and personal connection.
Results
This strategic positioning successfully elevated LATAM’s brand perception beyond merely transportation, positioning it as an enabler of personal ambitions and a dedicated champion of regional growth. The refined approach enhanced customer affinity, fostering loyalty and emotional connection by aligning LATAM with the aspirations and pride of South American travelers.
Consumer Insights:
Fueling customer-obsessed strategies that drive growth
Situation
Audible, despite being a recognized leader in spoken-word content, faced challenges in effectively leveraging past segmentation efforts. Previous attempts, spanning from 2017 to 2023, provided insights into user attitudes, behaviors, and consumption patterns, but lacked the actionable applicability needed to influence product development, marketing strategies, and customer engagement meaningfully.
Action
Material proposed a comprehensive segmentation strategy that emphasized combining attitudinal insights with robust behavioral data. The approach included multidisciplinary stakeholder workshops, alignment sessions with Audible’s internal teams, and the creation of integrated segmentation frameworks. Material also planned to utilize data-driven tools such as typing tools, scoring models, and media bridging surveys, ensuring that insights could be practically and quickly applied across various organizational workstreams.
Results
The proposed strategy aimed to transform Audible’s segmentation approach from purely descriptive insights into actionable business strategies, with clear applications in product design, content development, and targeted marketing initiatives. By closely integrating behavioral and attitudinal data, Material aimed to deliver a segmentation model capable of generating personalized customer experiences and strengthening Audible’s competitive advantage in the market.
Business Development:
Creating Repeatable Processes
Situation
A client aimed to enhance its competitive position by deepening its understanding of customer behaviors, expectations, and preferences within its market segment. It sought strategic guidance to effectively compete and innovate.
Action
A comprehensive Customer and Communications Research initiative was launched, combining qualitative and quantitative methods. The process included customer persona development, interaction mapping, and an analysis of customer experience needs. Strategic insights were synthesized into clear, actionable recommendations tailored specifically to the client's goals.
Results
The research produced detailed customer archetypes and touchpoint analyses, enabling the client to pinpoint precise opportunities for improved customer engagement. This led to strategic alignment across the organization, better informed decision-making, and a roadmap prioritizing initiatives for enhanced market positioning and customer experience optimization.
Driving Revenue Growth:
Personalized Pipeline Engagement
Situation
ABM Industries aimed to effectively engage and convert leads within their pipeline, specifically targeting key industry groups including Commercial Real Estate (CRE), Government, Higher Education, and Automotive. ABM sought to drive revenue, advance pipeline deals, and enhance client engagement through highly personalized communications and strategic retargeting.
Action
ABM launched the Open Pipeline 2.0 Campaign, segmenting their communications by industry groups and services such as Cleaning & Maintenance, Infrastructure Solutions, APS, and Parking & Transportation. They utilized a combination of targeted CRM email campaigns featuring dynamic, personalized content and a comprehensive paid media strategy, including programmatic display, native ads, and social media retargeting. ABM implemented rigorous A/B testing across email subject lines, hero images, and calls-to-action (CTAs) to optimize performance continually.
Results
The campaign achieved significant improvement in engagement metrics. Open rates increased by approximately 30%, while click-through rates surged dramatically by 1000%, demonstrating the success of ABM’s enhanced personalization strategy. Additionally, the use of dynamic content led to increased interaction and deal progression within the pipeline, ultimately contributing to achieving revenue objectives and reinforcing ABM’s market credibility and client confidence.
CRM and Loyalty:
Dairy Queen and the power
of loyalty
Situation
Dairy Queen (DQ), aiming to become the world's favorite Quick Service Restaurant (QSR), needed to strengthen customer engagement and increase digital sales. The brand sought to deepen personalization and relevance in their CRM practices to boost visit frequency and customer lifetime value.
Action
Material, a strategic marketing and technology partner, developed a CRM solution emphasizing deep human insights and advanced personalization. They implemented a real-time data-driven CRM platform to deliver tailored messages, leverage predictive analytics, and drive customer actions through multi-channel engagement.
Results
Material's CRM approach would significantly enhanced DQ’s customer interactions, resulting in increased visit frequency and digital engagement. Advanced personalization would create meaningful experiences, driving customer loyalty and long-term relationships. Ultimately, these initiatives would help DQ move closer to achieving its strategic growth objectives.
McLaren Fan Audience:
F1 Partnership Fan Insights
Situation
McLaren Racing aimed to significantly enhance fan engagement by creating "the largest and most connected family in motorsport." They recognized the need for a deeper understanding of their global fan base to effectively engage diverse audiences.
Action
Partnering with Nielsen Sports, McLaren Racing conducted an extensive segmentation study, identifying six distinct fan groups: Trend, Avid, Big Race, Older Purists, Older Casuals, and Distant. Each segment was analyzed for engagement patterns and content preferences, enabling targeted and personalized marketing strategies.
Results
The segmentation identified "Trend" fans as the largest and fastest-growing segment, with a growth rate of 31%, reaching 163 million fans globally. This targeted strategy improved marketing efficiency, strengthened fan engagement, and provided clear insights for strategic partnership activations.
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