Innovative company uses Resonance to launch new service

SITUATION
LifeClips.com was about to begin beta testing its new service offering - video to DVD conversion. They needed to understand the motivations of potential customers to understand how best to launch this new service.

INSIGHTS
Resonance uncovered inhibitions around privacy, quality, and overall acceptance of this service. Resonance revealed important information about the entire home movie making process, which would make marketing this new service more challenging than expected.

IMPLICATIONS
By understanding the inhibiting emotions, LifeClips targeted the early adopters using Motivational Segmentation. It also used Resonance data to develop advertising, slogans and advertising copy to target motivated customers and build its brand image.

RESULTS
LifeClips launched the service over the Internet and in targeted retail stores. LifeClips has survived the death of the dot-coms by understanding its customers motivations and utilizing that information to maximize its initial launch and ongoing marketing efforts.