Consumer Insights for Companies that Must be Smarter than the Competition

Companies have many different ways to gain a competitive advantage. Some focus on being the fastest; others on being the cheapest; and others on being the hottest. Unity Marketing's consumer insights can help all of them. But the companies that really benefit from what Unity offers are companies that must be the smartest.

We help companies be smarter than anybody else. In today's information age, the company that is smarter wins!

Everything about consumer marketing has changed. Consumers today shop differently than they ever did before. They have more options of where to shop and what to buy. They have more money, but they are increasingly frugal and price conscious. They have all the material goods they need, yet they are passionate about luxury. They shift and change their focus in an instant.

In today's information age, the

company that is smarter wins!

• New product ideas and product line strategies
  
  
• New more effective marketing strategies
  
  
• New branding messages that connect with the consumers
  
  
• Strategies to beat the competition
  
  
• Ideas to build future marketing plans
  
  
• View over the horizon about where your market is heading and how to get out ahead of it

What We Do

Unity Marketing's services focus on providing its clients with keen, actionable consumer insights.

• Speeches and presentations are customized for client's needs. Pam Danziger is an outstanding presenter, able to digest complex consumer data into key ideas that clients can use immediately to transform their marketing and branding programs.
  
  
• Customized consumer research, combining both qualitative research methodologies, such as focus groups and one-on-one interviews, with quantitative facts-and-figures surveys, conducted via telephone or internet.
  
  
• Luxury tracking studies that monitor real-time changes in purchasing behavior among luxury consumers (top 25 percent of households based on income). Luxury tracking studies also measure brand awareness and usage, product specific purchases and attitudes about purchasing luxuries.
  
  
• Semi-custom consumer insight research provides opportunities for research sponsors to get in on the initial research for new consumer insight studies. Research sponsors help define study objectives, provide input and participate in consumer focus groups and provide guidance on development of consumer surveys. Research sponsors can add their brand and key competitors' brands to the surveys for competitive benchmarking.
  
  
• Consumer insight studies provide grounding in key aspects of particular market segments and consumer shopping behaviors. These syndicated studies are a cost-effective and immediate solution for companies that need to know more about specific markets.
  
  
• Luxury Business newsletter is a bi-monthly report on latest research related to the luxury market. A must-read publication for every company that markets luxury to the 'classes,' as well as the masses.
  
  
• Pam Danziger's books provide unique insights into consumer shopping and purchasing behavior. Books can be ordered in bulk at discount rates to provide to staff members, key accounts and other constituencies.

• Nationwide specialty retailer—A specialty retailer with two distinct brands including about 100 mall-based outlets, as well as more focused strip center stores, was challenged by new competition arising from big-box retailers. They needed to find out how to compete against these large retailers that used discount pricing as their competitive edge. Unity conducted focus groups around the country with its client's customers and target customers who had used the competition and followed up with a nationwide consumer survey. The results were action-based recommendations for the client to focus on the more specialty, luxury-side of the market, targeting the more highly passionate consumers who value better service at a good price, not indiffernt service at a discount price. Further recommendations included steps the retailer could take in-store to be perceived as 'experts' in the business.
  
  
• American Express Platinum Study—For the 20th anniversary of American Express' Platinum Card, they needed credible, authoritative facts and figures about the luxury market to build a public relations campaign around. With a limited budget and even less time, Unity Marketing conducted focus groups among Platinum card members to learn how they used and valued the luxury services offered by the card. We also designed and implemented a nationwide survey among luxury consumers (incomes $100,000 and above) to learn more about their luxury product and services purchases with a special focus on the experience of luxury. Because of Unity's in-depth understanding of the luxury market, we were able to get up to speed faster and provide a broader scope perspective on how the Platinum Card has influenced and contributed to the growth in the luxury market over the past twenty years.
  
  
• Major Bedding Brand —One of the nation's leading bedding brands asked Pam Danziger to prepare a presentation on the luxury bedding market for a national meeting with its shareholders, manufacturing partners and brand constituencies. Using the results of this presentation, plus with copies of Unity reports, the company launched a new luxury line of mattress. Consumer insights were critical to success of product development, marketing and advertising efforts. Consumer insights guided product design; development of marketing brochures for sales and end consumers; point-of-purchase material and in-store displays; sales videos and other sales support materials. Today the company is competing more effectively at the top end of the luxury bedding marketplace with a line of luxurious mattresses that satisfy the demands of the more affluent consumers.
  

About Pam Danziger

Pamela N. Danziger is a nationally recognized expert in understanding the mind of the consumer. She founded Unity Marketing in 1992 as a marketing consulting firm that specializes in consumer insights, especially for marketers and retailers that sell luxury goods and experiences to the masses or the 'classes.' Advising such clients as Lenox, Cartier, PPR, Rémy Amerique, Stearns & Foster, Prudential Fine Homes, Baccarat, Philips/Norelco, The World Gold Council, The Conference Board and American Express, Danziger taps consumer psychology to help clients navigate and master the changing consumer marketplace.

In her work with Unity Marketing, Danziger brings a passion for data coupled with a need to understand what drives and motivates consumers as they shop. The company publishes syndicated market research studies on the luxury market, gifting, jewelry, art and wall decor, tabletop, outdoor living and decorating, and other consumer markets.

Danziger's latest book is Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience (Chicago: Kaplan, October 2006). She is also the author of two other books on consumer psychology and behavior, Let Them Eat Cake: Marketing Luxury to the Masses as well as the Classes (Chicago: Dearborn Trade Publishing, 2005) and Why People Buy Things They Don't Need (Chicago: Dearborn Trade Publishing, 2004).

A highly sought after keynote speaker, Danziger has recently addressed large conference audiences, including Global Shop, National Retail Federation, The Conference Board, American Nursery and Landscape Association, Casual Furniture Market, The Luxury Show by JCK, National Plumbing and Hardware Association's Annual Convention, International Housewares Association, Fine Furnishings International's Luxury Cake Walk at High Point and many others.

She also speaks in support of corporate sales and advertisers' meetings, for clients such as Cartier, Architectural Digest, Cargo magazine, Spring Air, Forte Buying Group, Stearns & Foster, House & Garden magazine, Baccarat, Prudential Fine Homes, RELO, Interiors by Decorating Den, Department 56, Polo Ralph Lauren, and others.

She has appeared on NBC's Today Show, CBS News Sunday Morning, CNNfn, Fox News, NPR's Marketplace, and CNN In the Money> and is frequently called upon by the Wall Street Journal, New York Times, American Demographics, Forbes, USA Today, Associated Press, Los Angeles Times, Chicago Tribune, Women's Wear Daily and other business and consumer publications for commentary and analysis. She holds a B.A. Degree in English Literature from Pennsylvania State University and a Master of Library Science degree from the University of Maryland.