Presentation to the International Council on Active Aging on using social media, websites and other online tools to gather market research and new insights into baby boomers and seniors.
Marel Q1 2024 Investor Presentation from May 8, 2024
Following the True Leaders - Your Customers
1. Following the True Leaders –
Your Customers
December 1, 2011 * Todd Harff * ICAA
2. AGENDA
In the next 60 minutes …
• Market Research – Then & Now
• Where Your Customers Are Leading You
• New Opportunities, New Concerns
• Social ~ Web ~ Email
(three new places to get insights & how to
apply them for better marketing results)
• Process for Market Research 2.0
• Q&A
@CreatingResults #ICAA2011
3. BUT FIRST
• What do you want to do?
• What question must be answered to achieve that
goal, but you need more data?
• What do you wish you knew about your
prospects?
@CreatingResults #ICAA2011
6. Market Research: Then & Now
Online Surveys
• A/B split testing
• Phone • Random
Surveys sampling
• Mail Surveys • Random
question order
• Piping
@CreatingResults #ICAA2011
7. Market Research: Then & Now
• Crowdsourcing
• Concept • Ranking
Testing • Voting
@CreatingResults #ICAA2011
8. Market Research: Then & Now
• Online
• Focus Groups panels/research
communities
@CreatingResults #ICAA2011
9. Market Research: Then & Now
• Day in the life
blogs
• Focus Groups • Digital diaries
• Online
ethnographies
@CreatingResults #ICAA2011
10. Market Research: Then & Now
• Pop up polls
• Web analytics
• Call &
• Mystery customer
Shopping interaction
monitoring
• Alerts
@CreatingResults #ICAA2011
11. TIP: Use Google Alerts to
monitor brand sentiment with
saved searches for your brand
name and key words such as
LIKE, LOVE, HATE and
COMPLAINTS.
“Del Webb + complaints”
uncovered this blog filled with
submissions from unhappy
homeowners.
12. TIP: Use Call Source to track
calls AND listen to the clips
for customer insights, to
monitor quality of salespeople
and more.
13. Market Research: Then & Now
• Formal/informal
monitoring of
chats, message
• Intercept
boards, forums
surveys
• FB polls
• Online surveys
@CreatingResults #ICAA2011
14. Market Research 2.0
• Information & insights offered
– Formally - Informally
– Without the customer knowing they’re offering
them
• Opportunities for gathering, recording and analyzing
data
– At a lower cost
– In an automated fashion
– In real time
@CreatingResults #ICAA2011
24. New Opportunities
• New Opportunities
– Consumer benefits
• more relevant content
• customized
experiences
• short cuts & sharing
– Marketer benefits
• more targeted
• more cost-efficient
• more effective
@CreatingResults #ICAA2011
35. Twitter: Seek and ye shall find
• Set up searches within HootSuite et al – or use
twilerts
• Your brand name +
– LIKE
– LOVE
– DISLIKE
– HATE
– FAIL
– SERVICE
@CreatingResults #ICAA2011
57. Email Service Providers
• Benefits
– CAN SPAM compliance – White listing
– Better tracking and metrics
– Segmentation
• Options
– Constant Contact
– MailChimp
– iContact
– Exact Target
– Get Response
@CreatingResults #ICAA2011
58. Must Track
• Open rates • Click throughs
– Hourly/daily • Bounce rates
– Subject lines, sender,
other variables
TIP: Those who opened
within first hours of an email
message are “hot leads.”
@CreatingResults #ICAA2011
59. Must Track
• Subscribes/unsubscribes
• Shares
• Forward to a Friend
@CreatingResults #ICAA2011
61. Extra, Extra!
• Most ESPs allow for CRM integration
• Benefits
– Reduce data entry error
– Reduce data entry time (don’t have to export the list)
– Seamless data dump straight into your lead database
– More complete picture of leads and prospects
@CreatingResults #ICAA2011
62. TIP: Encourage subscribers to
tell you what they’re most
interested in, then honor their
preferences. You’ll enjoy higher
open rates, click through and
loyalty.
@CreatingResults #ICAA2011
63. TIP: Targeted emails can
improve open rates by 10%
or more.
@CreatingResults #ICAA2011
66. Process
1. Learn
– Listen to your
customers
– Analyze what you
have learned
– Develop strategies,
objectives and
action items based
on the analysis
@CreatingResults #ICAA2011
67. Process
2. ACT! Apply the
insights for greater results
– Sales team
– Marketing/PR teams
– Programming
– Customer service
– Leadership
@CreatingResults #ICAA2011
68. Process
3. Measure what matters
& adapt
@CreatingResults #ICAA2011
69. Dance Lessons
Platforms, resources, tools
mentioned here AND many,
many more on our blog
MatureMarketingMatters.com
For the next week
@CreatingResults #ICAA2011
70. Stop Shouting – Start Following
"To watch us dance is to hear our hearts speak."
@CreatingResults #ICAA2011
71. 2010 RESEARCH
QUESTIONS?
CREATING RESULTS
toll-free 888-205-8899
www.CreatingResults.com
BLOG: www.MatureMarketingMatters.com
www.twitter.com/CreatingResults
Experts in marketing to mature consumers
@CreatingResults #ICAA2011