Ann Arbor Spark Marketing RoundtableJune, 9 2009
Insight Gathering & Campaign Insight Gathering & Campaign MeasurementMeasurement
Marc Paulenich Managing Director of InsightsTeach for [email protected]
Panel introduction
Scott Hauman [email protected] Director, Brand Strategy www.daggerfin.comDaggerfin @twitter.com/daggerfin
Lori Dixon, PhD.PrincipalGreat Lakes [email protected] www.greatlakesmarketing.com
Impact your operations today
Learn from experts in the field on how to:1. Gather insights to help shape
your business strategies2. Measure your campaign results3. Embrace a feedback culture
Simple truths
Consumers change every day - their needs and desires morph
Consumers today want and expect to have a voice in the growth and evolution of their coveted brands
Gathering insights and campaign measurement is all about making your product or brand better serve the needs of your target consumer
Insights can be found everywhere
Simple, cost effective insight-gathering tools
Kluster is a group decision-making platform that helps bubble up new ideas and see which ones fly. Kluster.com | Free to $27/month
Huddle provides simple, secure online workspaces containing project and collaboration tools. Huddle.net | Free to $98/month
Zoomerang is an online survey provider with access to advanced reporting tools. Zoomerang.com | Free to $199/year
IdeaScale powers feedback communities. Users submit ideas while the community comments and votes on the ideas. Ideascale.com | Free to $100/month
Competitous is a web-based service that provides your company with the ability to collaboratively share and manage competitive knowledge. Competitious.com | Free
The Archivist is a tool for mining for Tweets, saving them and exporting them to Excel for reporting purposes. Flotzam.com/archivist | Free
Great, free listening tools
Google Alerts allows you to easily target keywords that are important to your brand and receive streaming or batched reports. Google.com | Free
Technorati is the leading blog search engine. Technorati.com | Free
Jodange. Through its TOM (Top of Mind) app, you can track consumer sentiment about your brand or product across the Web. Jodange.com |Free for 30 days
Trendrr allows you to know how your brand or product is trending. It uses comparison graphing to show relationships and discover trends in real time. Use the free account, or bump it up to the Enterprise level for more functionality. Trendrr.com | Free
Lexicon searches Facebook walls for keywords and provides a snapshot of the chatter volume around those terms. Facebook.com/lexicon | Free
Monitter. Beyond the integrated search of Twitter apps like Twhirl and TweetDeck, Monitter provides real-time monitoring of the Twittersphere. Monitter.com | Free
Embrace a feedback culture
Empower everyone to observe, collect and share
Prototype and test new ideas, scenarios, and experiences
Winning brands today realize they are always in beta mode
Work with a trusted research partner for guidance and inspiration
Lori Dixon, PhD. | Great Lakes MarketingLori Dixon, PhD. | Great Lakes Marketing
Great Lakes Marketing
We exist to help organizations make better decisions What is the cost of a mistake or missed opportunity?
Who we areWhat we doHow we do it
Food for thoughtGLM Philosophy about Measurement
Collect data to use data Organization's DNA Environment of acceptance
The market is dynamic (even if you are not) F (noise) F (competition)
Measurement must be planned F (goals) F (reach) F (influencers)
Still chewing...
GLM Philosophy about MeasurementNow more than ever
F (uncontrolled information flow) F (uncensored experts) F (speed of info transfer)
Case studyBackground of Client (TC)Goals
Understand where the market is today
Learn where the market can be taken and how quickly
Measure impact of campaign Refine campaign Justify dollars
Research platform
Awareness of information sourcesRespect for the market’s voice Integrated measurement plan
Research process
Internal Compression PlanningSWOTCompetitive analysisHopes/dreams/fears
Research process
Focus GroupsParticipants: Users and
InfluencersViewers: Staff, Board and
ConsultantsTo learn:
What do they think? What do they think they know?
What missing info is most detrimental?
Research process
Telephone SurveyReview of options
Web Mail
Goals Quantify focus group Baseline metrics Prioritize messages
Research process
Value of research
Metrics that lead to strategic initiatives Increase in percent who would contact hospice Increase in awareness of marketed services Increase in those taking ownership in decision Identification of market variances in awareness Increase in name recall Increase in those who name TC as resource
“Our success is the result of all of us working together as a team on a common mission – to achieve the vision of being the best hospice provider in the state.”
- TC CEO
“Our success is the result of all of us working together as a team on a common mission – to achieve the vision of being the best hospice provider in the state.”
- TC CEO
Marc Paulenich | Teach For AmericaMarc Paulenich | Teach For America
A national corps of top college graduates who commit to teach for at least two years in low-income communities and become lifelong leaders in the effort to expand educational opportunity.
By the numbers:•Founded in 1990•35,000+ applications in 2008•7,300 corps members•100 school districts in 27 states•14,000+ alumni
By the numbers:•Founded in 1990•35,000+ applications in 2008•7,300 corps members•100 school districts in 27 states•14,000+ alumni
Insights: part of our DNA
Disciplined Thought: We think critically and strategically in search of the best answers and approaches, reflect on past experiences and data to draw lessons for the future, and make choices that are deeply rooted in our mission.
Insights – an organizational necessity
Why the emphasis?• Need for marketing efficiency• Changing U.S. demographics • Intense competition for talent, private donations• Growing power of word-of-mouth• Product/service improvement and innovation• Changing societal and economic trends• Marketing transition from exposure to dialogue
The consumer-driven mindset
Integrating voice of the consumer into business:For all strategic decisions – not just marketingMore than “getting and testing ideas”Is a continuous, cyclical process
Entrepreneurs & insights
Of critical importance – using insights to:Create customer equity within the organizationMonitor/optimize the brand experience Translate technical benefits into consumer benefitsBuild advocacy among audiences
Entrepreneurs & insights
The good news:You have more tools at your disposal than you think Information is more readily available than ever beforeCustomer intimacy isn’t always expensive
Use feedback as a pipeline for innovation
Build a customer community
Concept: Create an advisory board of consumers to provide ongoing feedback
Complements traditional research and promotes:Co-creationCollaborationConnection
Particularly helpful for difficult-to-research audiences, B2B firms as well
Self-developed panels of more than 750,000 teens and moms
Participate in decisions such as:Choosing background music for commercialsCo-developing marketing messages and taglinesPicking models for marketing materials
Merge research with word-of-mouth
Old view
New view
Idea: Leverage consumer involvement in research as a means to grow online advocacy among social media.
Case in point: Fiesta Movement
Engage and understand key influencers
Not all customers are equalEstimates: 1 in 10 consumers influence the decisions made by
the other 9Understand who they are – and what they are saying about
your brand
Director taps into loyal fan community during pre-production for input
Fans make decisions related to character design, plot
Dissenters reduced; pre-film buzz spikes online
Case in point
Utilizes Net Promoter Score to measure brand advocacy, satisfaction and loyaltyAsks a single question (likelihood to recommend) on a
scale of 0 to 10. % Promoters (9s and 10s) are subtracted from Detractors (0s through 6s)
Research suggests is more predictive of growth than any other metric in most industries
9’s and 10’s = 80% of positive word-of-mouthSimple method for gauging the commitment of those
involved in our movement
Don’t just look outside the organization
If you can’t talk to your customer, talk to those closest to them
Front-line employees are in the best position to speak to consumer needs, motivations and barriers
Other purposes:- Engagement and buy-in- Assessing brand delivery- Cross-functional dialogue- Stimulating creativity
Blue Shirt NationBlue Shirt Nation Internal social network for employees to voice complaints Internal social network for employees to voice complaints
about policy, make suggestions, optimize operationsabout policy, make suggestions, optimize operationsProvides a pipeline for internal innovation and employee Provides a pipeline for internal innovation and employee
participationparticipation
TagTradeTagTradePortal creates faux company “stock market” where Portal creates faux company “stock market” where
employees are given $1 million to invest in projects, employees are given $1 million to invest in projects, products and strategiesproducts and strategies
Community rightly forecasts new GeekSquad offering at -Community rightly forecasts new GeekSquad offering at -33% than management team, prompting further 33% than management team, prompting further investmentinvestment
Get out of the laboratory
Observe your customer in a more natural context, where they live, while they shop or while using the product
Particularly useful when exploring a new market or when there is little existing understanding
Case in point
Twice annually, marketing team members sit in on recruiter-student conversations
Results:Grounds team members in the reality of student
conversationsCreates understanding deeper than a spreadsheetProvides clarity around utility of communications
Parting Thoughts
If marketing today is about community and conversation, then shouldn’t our research methods reflect that?
Balance polling with participation; external with internal; the top-down with the bottom-up
Integrating the voice of the consumer into the organization is not easily achieved – it represents a seismic cultural shift
“The aim of marketing is to know and understand the consumer so well that the product sells itself.”
-Peter Drucker
“The aim of marketing is to know and understand the consumer so well that the product sells itself.”
-Peter Drucker
Questions & AnswersQuestions & Answers
Thank you.Thank you.