So you’ve done the market research, determined your target audience and the tactics you believe will help your customers take action. But how do you continue the marketing momentum and effectively utilize this information to promote your company and its products and services, despite budget constraints and the effects of the current recession? Consider these tips.
Stay in the game. If your company reduces marketing to your current and potential customers and your main competitor maintains or increases marketing to your current and potential customers, which business is more likely to grow during and following a recession? On a less crowded playing field, those who stay in the game stand out and win business.
Market smarter. Make sure you consistently market your company and its products and services in some way. If you find yourself faced with a slashed marketing budget, turn to cost-effective tactics that are still market-effective. Consider utilizing public relations as a credible and cost-effective investment as well as case studies which enable you to highlight your expertise and success with specific clients. Both tactics can help boost your SEO, delivering results.
Do what others aren’t doing. Most people do not enjoy cold calling, but if conducted in conjunction with an ongoing direct mail or email campaign, the results can be rewarding. A call following two direct mail pieces to a prospect is not a cold call—it is a warm offer to continue a conversation.
Look for pockets of demand. In every economic downturn there are market segments that remain healthy, growing and which may even be bolstered by the economic turbulence. Maybe you have already served some of these markets, but have not focused on them lately. Revisit these areas as they may make for some great business opportunities.
Interested in learning how we can develop business-building marketing communications for your company? Call us today.
Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com
Thursday, June 24, 2010
Wednesday, June 16, 2010
Who Are You?
Throughout the month of June, we’ll be tackling the topic of market research, an essential part of any strategic marketing initiative. Not many people are aware of the two main levels of market research needed to effectively gauge the behaviors and buying habits of your clients and customers. CMA uses primary and secondary research to glimpse into the target audience’s world and accurately assess the marketing tactics that will move them to action.
Secondary market research data, contrary to its name, is usually conducted first. This process of gathering target audience demographic information through existing data sources segments the market and dissects key pieces of information about who buys what, when and at what price.
Primary research confirms the positioning and key messaging determined through secondary research. Primary research is usually implemented via a survey that solicits needed information on the target audience. Surveys can be conducted through web-based services that provide accurate tracking of who responds, however some companies prefer to conduct in-person surveys or phone surveys to maximize effectiveness.
Once you have this data you have an accurate picture of who you are targeting and can use this information to personalize your sales pitch through various media. This is now even being done on social media websites such as Facebook. Users will find that shortly after they join a particular group or fan page, Facebook alters the ads displayed on the right hand side of the screen shot to their supposed “likes.” A user who might have become a fan of one comedian will be targeted in promotions for other comedy shows in their home town, for example.
In effective marketing, companies should aim to keep a continuous relationship with a customer, one that is poised to grow stronger over time. CMA is known for our strategic eye for marketing and can help you maintain these relationships. Give us a call or let us know your thoughts on building your marketing relationships.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Secondary market research data, contrary to its name, is usually conducted first. This process of gathering target audience demographic information through existing data sources segments the market and dissects key pieces of information about who buys what, when and at what price.
Primary research confirms the positioning and key messaging determined through secondary research. Primary research is usually implemented via a survey that solicits needed information on the target audience. Surveys can be conducted through web-based services that provide accurate tracking of who responds, however some companies prefer to conduct in-person surveys or phone surveys to maximize effectiveness.
Once you have this data you have an accurate picture of who you are targeting and can use this information to personalize your sales pitch through various media. This is now even being done on social media websites such as Facebook. Users will find that shortly after they join a particular group or fan page, Facebook alters the ads displayed on the right hand side of the screen shot to their supposed “likes.” A user who might have become a fan of one comedian will be targeted in promotions for other comedy shows in their home town, for example.
In effective marketing, companies should aim to keep a continuous relationship with a customer, one that is poised to grow stronger over time. CMA is known for our strategic eye for marketing and can help you maintain these relationships. Give us a call or let us know your thoughts on building your marketing relationships.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Monday, June 7, 2010
How Heavily Should You Rely on Social Media?
We’ve discussed social media strategies quite a bit since the inception of CMA Central, but it’s an ongoing conversation that needs to be had, as many organizations have come to rely on various social media to stay connected to key audiences.
But how much is too much reliance on social media?
In one of the most poignant speeches on creativity I’ve heard in a long time, Brian Crooks, a seasoned creative director and regional speaker, cautioned a crowd of New Jersey Communications Advertising and Marketing Association members to be careful about two particular things: 1) don’t proclaim anything “dead,” and 2) don’t put all of your eggs into the social media basket.
I tend to agree with Brian’s perspective, where social media should exist as just another medium to be considered. As creative professionals, it’s our challenge to create a plan where a website, traditional printed pieces, public relations and perhaps social media campaign interlock and complement each other in a way that resonates with the target audience. The tactics are a means to an end—a way to achieve the goal—and not necessarily the goal themselves.
CMA creates social media campaigns where it makes sense. Is your target audience on LinkedIn, for example? We won’t direct resources and energy in any area of social media until we are sure it’s the best medium to reach them. It helps to start to dip your toes into the waters of social media yourself, if you haven’t already. For the best information on new social media developments and guides, check out Mashable.com to learn more about social media’s capabilities for business applications. Or give us a call to learn more about the ways we can help you determine the path that’s right for you and your brand.
Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com
But how much is too much reliance on social media?
In one of the most poignant speeches on creativity I’ve heard in a long time, Brian Crooks, a seasoned creative director and regional speaker, cautioned a crowd of New Jersey Communications Advertising and Marketing Association members to be careful about two particular things: 1) don’t proclaim anything “dead,” and 2) don’t put all of your eggs into the social media basket.
I tend to agree with Brian’s perspective, where social media should exist as just another medium to be considered. As creative professionals, it’s our challenge to create a plan where a website, traditional printed pieces, public relations and perhaps social media campaign interlock and complement each other in a way that resonates with the target audience. The tactics are a means to an end—a way to achieve the goal—and not necessarily the goal themselves.
CMA creates social media campaigns where it makes sense. Is your target audience on LinkedIn, for example? We won’t direct resources and energy in any area of social media until we are sure it’s the best medium to reach them. It helps to start to dip your toes into the waters of social media yourself, if you haven’t already. For the best information on new social media developments and guides, check out Mashable.com to learn more about social media’s capabilities for business applications. Or give us a call to learn more about the ways we can help you determine the path that’s right for you and your brand.
Jeff Barnhart
President and CEO
jbarnhart@cmasolutions.com
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