Case Studies: Media

A company planned to distribute a self-help video but wondered why no similar products were using the marketing method they had selected.

Their assumptions about the distribution channel were wrong—on several levels. We outlined how their assumptions were faulty; why their competitors had not chosen their marketing method; examples of comparable methods that had proven successful, and other examples that they could modify.

They decided to form an alliance with a company that had demonstrated success in their target market.