Think you know your customers? Think again.
Sure, you know they're changing, but do you really know how much? You know
you have a good strategy, but is it good enough? After the day is done and your
head starts to clear, do you ever think "What am I missing?"
EMA Group B2B
and insights that drive
We at EMA Group B2B make it our job to find
things that aren't obvious. To challenge "It's
always worked this way." Because sometimes, it
takes a left-field insight to upset the field you play
on or an unfamiliar move to accelerate adoption of
For clients large and small, it's this discovery that excites us. Talking with
customers and walking in their shoes down unfamiliar pathways. Noticing a
nuance in a work style. Hearing them talk and watching who they talk to when
they're stumped. Scratching for clues to breakthroughs.
With the challenges we face today and all that's available to address them, there
is greater risk in accepting tried and true than trying new. Because when you
discover an unexpected truth that sparks a game-changing strategy, it's electric.
This is what we work for. This is what makes our client-agency relationships special.
Domtar Paper: Situation
Feeling the pressures to go paperless? Email tells
you "Think before you print" and print media are
becoming digital. Domtar, a global leader in office
paper, asked for ideas that countered "paperless"
and built the case on a "green" platform.
Be right when everyone is going left.
While the environmental impact of paper was
meaningful, we discovered an even stronger
current among target audiences—that paper is
important and indispensable in many aspects
of business and personal life. Our research said,
"Only paper is right for certain things; let's just
be responsible about using it." The insight: Maybe
this paperless thing is going too far.
Underneath our technology, we're still people.
People who read books and exchange business
Our campaign, PaperBecause, took everyone
by surprise in the ways it educated about the
importance of paper and poked fun at the
paperless office. It did more than raise eyebrows
and cause snickers; it turned a commodity into
something special. It positioned Domtar as a
thought leader. Best of all, it increased purchasing
intent for Domtar among once-ambivalent office
supplies buyers by nearly 100%.