MD Anderson thinks its brand is about technology and innovation but as Lynn Perry points out, its about making patients wait.
So if there are limitations, how do we move forward? – Two Strategies
Working with vendors to provide the listening and research services.Communispace as a private community: Ellen Sonnet became netter positioned by having insights- becoming a part of more decision making. Provide Actionable insights.BuzzMetrics as a monitoring service. Mini owners were a part of an exclsive club. Mini focused on marketing to them so they can be empowered to spread word of mouth of their product. By marketing to current owners, created buzz about the product, energizing them to help sell.
Listening & Talking to the Groundswell
“Brands belong to customers, not companies.”- Ricardo Guimaraes, Brand Theorist
Listening & Market Research• Market Data – Quantitative, “the numbers”• Market Information – Data with Analysis, gives “meaning”• Market Insight – Qualitative, Discovers “Why”Customer insight – what they are thinking andwhy
ListeningLimitations & Problems with Listening to theGroundswell1. We only hear from those who participate in talking2. The volume of insight is great and difficult to capture
ListeningListening strategies help improveproducts, services and the brand in general byproviding decision makers the data, informationand insight to make better decisions and adaptto the market.
ListeningHow to start listening to the groundswell:1. Find out what your brand means2. Understand how buzz is always shifting3. Increase research responsiveness & effectiveness4. Find influencers5. Manage PR Crisis6. Generate new products & marketing ideas