Industry / Company

Garage Door Openers

Opening The Door To Premium Pricing.

Garage Door Technology: Value Reframing Boosts Pricing Power

CHALLENGE

  • Late to game with a technology that significantly improved garage lighting
  • Superior performing product, but prior efforts to convey unmistakable advantage with retailers (e.g., Home Depot, Amazon) and buyers unsuccessful
  • Desired premium pricing but lacked pricing power
  • Needed breakthrough superiority communication to justify premium pricing

SOLUTION

  • LPA led client and agency partners through an insight discovery and brainstorming process designed to generate ideas to “reframe value” in marketing and sales communications
  • A breakthrough idea emerged— including a renaming of the product and establishment of clear differentiation vs. lower priced alternatives

RESULTS

  • The new product name, benefit, and reason-to-believe scored in top quintile (extremely effective at communicating value) in quant testing
  • Client activated with speed and achieved significant growth with premium pricing
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