Balboa Travel

Case Studies

Balboa Travel

Objective:
Improve sales effectiveness by developing a highly differentiated brand strategy and revised sales and marketing plans


The Situation:

Over time, the sales close rate for new customers had been declining. We needed to identify a new brand/communication framework and determine which customer segments would be most responsive to the new strategy.

What BLM Did:

  • Conducted one-on-one interviews with a several clients to understand their views of the travel management market, the key players and the key differentiators and loyalty drivers for our client.
  • Conducted in-depth competitive analysis to understand competitive positioning, as well as key strengths and weaknesses.
  • Led the executive team through a brand discovery process to gain alignment on key elements of the brand strategy
  • Developed segmentation model to identify high opportunity customer segments
  • Created new sales presentation and marketing communication materials to effectively convey the key brand drivers

The Result:

Improved sales close rate and sales efficiency by focusing on the right customer targets

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