Case Study: Builders & Remodelers Association of Greater Ann Arbor
The Builders & Remodelers Association of Greater Ann Arbor (BRAG) is a member-supported organization of homebuilders, remodelers, building trades, design professionals, suppliers and associates in the greater Ann Arbor area. BRAG helps its members grow their business through networking, training, marketing, and advocacy.
POWER MARKETING RESEARCH conducted a series of focus groups for BRAG with past customers of BRAG members, and prospective customers. The purpose of the sessions was to discover how homeowners choose a contractor or remodeler; to test a series of marketing campaign and messaging; test usage of local media sources; and overall awareness and perceptions of BRAG.