The summer months are certainly a fun time to be with friends and family and enjoy the warm weather. Contrary to popular opinion, I also believe it to be a productive time in the workplace. Here are some ways that small businesses in particular can keep their marketing messages moving during the summer months:
Webinars
In the summer, there are far fewer workshops, conferences and networking events being held. It’s the perfect time to launch your own webinar so that your customers can learn about your products, services or look to you for guidance on an industry trend completely at their own convenience.
Surveys
If your customer base does have some downtime, this could be the perfect timing to ask them for an update on their concerns or learn more about how the economy has affected them. Send out an email survey that takes no longer than five minutes to fill out and utilize that information to plan any marketing changes come September.
Social Networking
Are there some business contacts you’ve lost touch with? Maybe you finally have the opportunity this summer to start that LinkedIn Group you’ve been meaning to launch. Or, just take more time to learn about social networking sites—it’s a rapidly changing part of the way the world conducts business. Take some time to participate and strengthen your business network.
Don’t assume that all companies you work with have a “Summer Friday” policy. Reach out, keep marketing and communicating, and you’ll find the summer is more productive than you thought.
Jeffrey Barnhart
President & CEO
jbarnhart@cmasolutions.com
Showing posts with label market research. Show all posts
Showing posts with label market research. Show all posts
Friday, July 23, 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
Friday, April 23, 2010
Are You Recycling Your Marketing Ideas?
With Earth Day upon us this week, you’ll be reminded once again of all the ways you can better serve our environment through reducing your consumption, reusing various items and, of course, recycling. But take a moment to consider recycling in another light—one that could be damaging your reputation among key target audiences.
Sometimes clients will tell us “that’s what we’ve always done” when referring to their marketing strategies. Sometimes this is a good thing. Often times, it’s not. Marketing is about innovation and keeping in touch with your audience’s needs and desires, so ask yourself how you can keep it fresh before you fall into the “if it ain’t broke, don’t fix it” way of complacent thinking.
Here are some ways CMA can help keep your marketing messages and graphics fresh and enticing:
Just ask. When was the last time you conducted research on your target market? Have you ever sent a survey to them? Sometimes a simple e-mail survey can work wonders to help you pinpoint the right words and graphics that will resonate with key decision-makers.
Update your brand and/or campaign. One of the most successful advertising campaigns in history is Geico’s series of “caveman” spots. Sensing that their target audience had been oversaturated with these characters (remember when there was a sit-com based on them?), Geico changed the way the cavemen were portrayed in their commercials, often showing very little of their faces and limiting their dialogue. CMA’s veteran designers are in touch with cutting edge imagery as well as what still traditionally communicates to key audiences—maintain your identity, but be sure to review it periodically.
Keep an eye on your competitors. Through CMA’s Marketecture™ strategic process, we are able to help clients set aside time to analyze the competitive landscape, ultimately helping you think like your customer. Be sure to monitor what types of messages, images, and concepts are they being hit with by your competitors. When you know it’s time for a change, make sure you’re not duplicating an idea that’s been done well by your competitors—you don’t want to be pinned as a company that recycles others’ marketing ideas, but you need to be aware of what they are doing.
Avoid non industry-specific clichés. Flip through the pages of any magazine in virtually any industry and I guarantee you’ll spot an advertisement with a goldfish in a bowl. Unless you are a pet store, chances are your audience will miss the point because it doesn’t speak to what you do. Don’t get me wrong—even images that seem overused might be perfect for your industry. Just make sure you consult with professionals who can help you make the right match and communicate effectively.
Keep in mind—Earth Day is supposed to be a time to step back and look at the bigger environmental picture. Give us a call if you think the time is right to refresh your brand for a profitable, sustainable future.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Sometimes clients will tell us “that’s what we’ve always done” when referring to their marketing strategies. Sometimes this is a good thing. Often times, it’s not. Marketing is about innovation and keeping in touch with your audience’s needs and desires, so ask yourself how you can keep it fresh before you fall into the “if it ain’t broke, don’t fix it” way of complacent thinking.
Here are some ways CMA can help keep your marketing messages and graphics fresh and enticing:
Just ask. When was the last time you conducted research on your target market? Have you ever sent a survey to them? Sometimes a simple e-mail survey can work wonders to help you pinpoint the right words and graphics that will resonate with key decision-makers.
Update your brand and/or campaign. One of the most successful advertising campaigns in history is Geico’s series of “caveman” spots. Sensing that their target audience had been oversaturated with these characters (remember when there was a sit-com based on them?), Geico changed the way the cavemen were portrayed in their commercials, often showing very little of their faces and limiting their dialogue. CMA’s veteran designers are in touch with cutting edge imagery as well as what still traditionally communicates to key audiences—maintain your identity, but be sure to review it periodically.
Keep an eye on your competitors. Through CMA’s Marketecture™ strategic process, we are able to help clients set aside time to analyze the competitive landscape, ultimately helping you think like your customer. Be sure to monitor what types of messages, images, and concepts are they being hit with by your competitors. When you know it’s time for a change, make sure you’re not duplicating an idea that’s been done well by your competitors—you don’t want to be pinned as a company that recycles others’ marketing ideas, but you need to be aware of what they are doing.
Avoid non industry-specific clichés. Flip through the pages of any magazine in virtually any industry and I guarantee you’ll spot an advertisement with a goldfish in a bowl. Unless you are a pet store, chances are your audience will miss the point because it doesn’t speak to what you do. Don’t get me wrong—even images that seem overused might be perfect for your industry. Just make sure you consult with professionals who can help you make the right match and communicate effectively.
Keep in mind—Earth Day is supposed to be a time to step back and look at the bigger environmental picture. Give us a call if you think the time is right to refresh your brand for a profitable, sustainable future.
Erin Higgins
Director of Marketing Services
ehiggins@cmasolutions.com
Wednesday, January 6, 2010
Don’t Fear the New Year
Let’s face it. 2009 has left many business owners reluctant to make any large investments in their business’s future—even if those investments are essential for long term growth. The financial crisis left a sense of unpredictability, and decision makers are still pulling back on planned marketing projects and strategies while the storm blows over.
Back in September, we discussed the paralysis of decision makers to move marketing initiatives forward. The consolidation of roles and possibly, the creation of new positions, have left businesses frozen by uncertainty.
While the emergence from the recession is expected to be slow this year, 2010 provides us with a fresh start. Stop feeling helpless by developing strategies that play on your business’s current strengths and position your brand for future successes.
Yes, there are outside forces you may be unable to control. CMA’s Marketecture™ process analyzes the best ways to position a company through marketing and advises company executives how to deal with outside forces such as technological advances, political/policy changes and socio-cultural implications. By focusing on these forces and how your company ranks among the competition—something most business owners are not able to devote time to on a regular basis—your business will once again become agile and ready to move forward into the year ahead.
Perhaps the new year holds new opportunities for your business. What needs will emerge out of the recession? While the economy strengthens, consider working with experts who know the ebb and flow of business cycles and can customize marketing strategies to fit your business.
Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com
Back in September, we discussed the paralysis of decision makers to move marketing initiatives forward. The consolidation of roles and possibly, the creation of new positions, have left businesses frozen by uncertainty.
While the emergence from the recession is expected to be slow this year, 2010 provides us with a fresh start. Stop feeling helpless by developing strategies that play on your business’s current strengths and position your brand for future successes.
Yes, there are outside forces you may be unable to control. CMA’s Marketecture™ process analyzes the best ways to position a company through marketing and advises company executives how to deal with outside forces such as technological advances, political/policy changes and socio-cultural implications. By focusing on these forces and how your company ranks among the competition—something most business owners are not able to devote time to on a regular basis—your business will once again become agile and ready to move forward into the year ahead.
Perhaps the new year holds new opportunities for your business. What needs will emerge out of the recession? While the economy strengthens, consider working with experts who know the ebb and flow of business cycles and can customize marketing strategies to fit your business.
Jeffrey Barnhart
President and CEO
jbarnhart@cmasolutions.com
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