Many large companies work in both the commercial and government sectors. However, when large companies do business with the government, they often unintentionally overlook whether the focus of their brand’s message resonates with the government sector. While marketing campaigns and branding may be working very successfully with target commercial markets, the same messaging and campaigns may fall short of achieving the goal of raising awareness and perceptions of the company within the target government market, because government decision-makers’ needs, priorities and expectations can vary widely from what motivates commercial buyers.
Brand and perception studies, or Attitude, Awareness and Usage (AAU) research, can provide government contractors invaluable insights into how they are perceived in the government marketplace, revealing gaps in market understanding and acceptance of your brand. This can make a significant difference in everything from general market positioning to win themes in specific bids and proposals. Conducting this type of research in the government market will give government business units market-validated information to share with corporate marketing teams to refine messaging and campaigns specifically for the government market.
Be sure to read the full article on how contractors can better leverage brand studies to remain competitive in today’s austere budget climate here.