Insight Gathering

Ann Arbor Spark Marketing Roundtable June, 9 2009 Insight Gathering & Campaign Measurement

Panel introduction Marc Paulenich Managing Director of Insights Teach for America [email_address] www.teachforamerica.org Scott Hauman shauman@daggerfin.com Director, Brand Strategy www.daggerfin.com Daggerfin @twitter.com/daggerfin Lori Dixon, PhD. Principal Great Lakes Marketing ldixon@greatlakesmartketing.com www.greatlakesmarketing.com

Impact your operations today
Learn from experts in the field on how to:
Gather insights to help shape your business strategies
Measure your campaign results
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 Marketing

Great Lakes Marketing
We exist to help organizations make better decisions
What is the cost of a mistake or missed opportunity?
Who we are
What we do
How we do it

Food for thought
GLM 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 Measurement
Now more than ever
F (uncontrolled information flow)
F (uncensored experts)
F (speed of info transfer)

Case study
Background 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 sources
Respect for the market’s voice
Integrated measurement plan

Research process
Internal Compression Planning
SWOT
Competitive analysis
Hopes/dreams/fears

Research process
Focus Groups
Participants: Users and Influencers
Viewers: Staff, Board and Consultants
To learn:
What do they think?
What do they think they know ?
What missing info is most detrimental?

Research process
Telephone Survey
Review 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

Marc 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

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 marketing
More than “getting and testing ideas”
Is a continuous, cyclical process

Entrepreneurs & insights
Of critical importance – using insights to:
Create customer equity within the organization
Monitor/optimize the brand experience
Translate technical benefits into consumer benefits
Build 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 before
Customer 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-creation
Collaboration
Connection
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 commercials
Co-developing marketing messages and taglines
Picking 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 equal
Estimates: 1 in 10 consumers influence the decisions made by the other 9
Understand 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 loyalty
Asks 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-mouth
Simple 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 Nation
Internal social network for employees to voice complaints about policy, make suggestions, optimize operations
Provides a pipeline for internal innovation and employee participation
TagTrade
Portal creates faux company “stock market” where employees are given $1 million to invest in projects, products and strategies
Community rightly forecasts new GeekSquad offering at -33% than management team, prompting further investment

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 conversations
Creates understanding deeper than a spreadsheet
Provides 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

Questions & Answers

Thank you.

Insight Gathering

by Daggerfin on Jun 08, 2009

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Insight Gathering — Presentation Transcript