Marketing Professionals Have the TOUGHEST Jobs! C.A. Walker Market Research
Marketing Professionals have the TOUGHEST jobs! October, 2010 www.cawalker.com [email_address] 626.584.8180 x128
Marketing – An Extreme Sport! <ul><li>Marketers are doing multiple jobs with smaller budgets, limited staff, greater options in every area and multifaceted customer touch-points. </li></ul><ul><li>Expectations are for instantaneous results, but it takes time to listen to customers and consumers, evaluate options, establish realistic goals and obtain buy-in. </li></ul><ul><li>Innovation requires a company’s willingness to shift with the winds of change and take risks, otherwise the competition will knock them off and drag them under. </li></ul><ul><li>Properly applied market research is the ‘sail’ to the smart marketer, allowing them to stay on top and steer their company toward success. </li></ul><ul><li>Secondary research, while valuable, sometimes requires supplementation of primary research to address a marketer’s specific questions. </li></ul>“ Change is like surfing… You have to shift, bend your knees and balance yourself, depending on which way the waves take you.” ~Mark Hansen, Chicken Soup author and inspirational speaker
Marketers – The “Ironmen” of Business It takes POWER to <ul><li>• Manage staff, brands, products and services </li></ul><ul><li>Direct creative / messaging for ad campaigns, events and press releases </li></ul><ul><li>Influence markets and evaluate results </li></ul>It takes STRENGTH to <ul><li>Resist attack by analyzing markets, customers and competitors </li></ul><ul><li>Create effective action through strategic planning </li></ul><ul><li>Innovate to create and maintain market position </li></ul>It takes ENDURANCE to <ul><li>• Obtain, manage, and hang onto budgets </li></ul><ul><li>Prove the impact of marketing investments </li></ul><ul><li>Account for how resources are spent </li></ul>
C.A. Walker Supports Your Reach for the Gold Examples of research we conduct that could benefit you. Marketing Strategy & Planning <ul><li>Segment customers (consumer or business) to profile best prospects </li></ul><ul><li>Monitor and assess changing market and sector trends </li></ul><ul><li>Evaluate brand personality, associations, and differentiations from other brands </li></ul>Marketing Program Development • Gather customer insights to be reflected across all marketing programs • Collect market insights to publish (e.g., PR, website) to build company credibility • Test new marketing program initiatives, in part or whole, prior to execution Marketing Communications • Test communications: advertising/copy, naming, logos, taglines, packaging • Measure pre and post brand perception, awareness, attitudes, loyalty, behavior • Determine media habits of customers for communications planning Sales Enablement / Marketing Support • Evaluate effectiveness of websites and sales collateral • Test incentives and promotions • Capture insights via intercepts: attendees exiting events, in-store promotions, etc. Product / Packaging Development <ul><li>• Test new initiatives at concept or production-stage </li></ul><ul><li>• Develop optimum pricing strategy, product mix and feature set </li></ul><ul><li>Understand and draw insights on customers’ pain points and needs </li></ul>Channel / Partner Development • Identify companies with shared objectives/targets for co-branding opportunities • Measure potential partners (e.g. brand fit, awareness, usage) for compatibility • Test partner-targeted communications, incentives and promotions
Your Research Strategy Consultants For over 30 years, C.A. Walker has supported the efforts of Marketing Professionals by providing expert insights into complex business issues using quantitative and qualitative market research. Our Research Strategy Consultants aid your ascent to success, by applying our research and category experience to your unique problems. We provide the most “bang” for your budget – working with you or your research team to build your proprietary market, customer, prospect and brand intelligence. Our Core Sectors: Agencies / Consulting Automotive Consumer Goods Entertainment Financial Services Food / Beverage / Restaurants Healthcare / Insurance Retail / Supermarket Manufacturing / Industrial Technology / Dot-coms
<ul><li>Small research companies have limited resources, and leave you hanging when something has to change and fast. </li></ul>We Won’t Let You Down Your best laid plans can unravel if you’re relying on the wrong market research supplier. <ul><li>C.A. Walker’s mid-size means that you get the best value for your research investments: </li></ul><ul><li>Receive the benefits of a larger firm with the efficiencies of a smaller one. </li></ul><ul><li>We take pride in our responsiveness to your changing needs. </li></ul><ul><li>Our in-house data collection, data processing and analytic teams save you time and money. </li></ul><ul><li>All research is proprietary, but our cross-industry learnings benefit you as we develop strategies, methodologies and questionnaires. </li></ul>Big research companies have high overhead and substantial R&D costs that they pass on to you.
Insights That Raise You Higher Once research data has been collected, the most challenging step is reading the “language” of the numbers and telling the most important stories that are present. Our clients know C.A. Walker will provide relevant insights, cost-efficiencies, and top quality customer service that keeps them coming back. Warner Bros. (Theatrical, Home Video, Consumer Products) has completed more than 1,600 studies with us, Epson America more than 300, and Universal (CityWalk, Studios) more than 100.
Benefit From Our Unique Experience <ul><ul><li>Higher value, better control, flexibility, fast results due to our mid-size and in-house data programming and processing services, including multilingual data collection. </li></ul></ul><ul><ul><li>Greater insights as we get to know you and your business better , through the application of our senior researchers’ 20 years average experience. </li></ul></ul><ul><ul><li>A broader perspective , due to our client- and agency-side experience, as well as clients across multiple categories. </li></ul></ul><ul><ul><li>Continuity on your projects , since our senior staff implements your project beginning to end. </li></ul></ul><ul><ul><li>Confidence in our response times , because of our extensive experience working within fast-moving industries. </li></ul></ul><ul><ul><li>Reliable study results and actionable recommendations that go beyond “just the numbers.” </li></ul></ul>
Our Vision, Mission and Promise To You <ul><li>Our Vision is to be integral to the success of our clients. </li></ul><ul><li>Our Mission is to provide insightful and relevant solutions through our applied thought leadership and passion. </li></ul><ul><li>Our Promise is to be … </li></ul><ul><ul><li>Passionate in our work </li></ul></ul><ul><ul><li>Committed to world-class Client Service </li></ul></ul><ul><ul><li>Consultative in all we do </li></ul></ul><ul><ul><li>Relationship-oriented </li></ul></ul><ul><ul><li>Collaborative </li></ul></ul><ul><ul><li>Curious and inquisitive </li></ul></ul>
We Look Forward to Working with You Kevin Gentry, Ph.D. Group Vice President [email_address] http://www.linkedin.com/in/kevingentry Temra Wald Group Vice President [email_address] http://www.linkedin.com/in/temrawald Ryan Taniguchi Group Vice President [email_address] Rebekah Paul Business Development Manager [email_address] http://www.linkedin.com/in/rebekahjpaul Sam Weinstein President, CEO [email_address] http://www.linkedin.com/in/samweinstein Ken Anderson Executive Vice President [email_address] http://www.linkedin.com/in/kennethcanderson Al del Rosario Senior Vice President [email_address] http://www.linkedin.com/in/aldelrosario Debbie Kreger, Ph.D. Group Vice President [email_address] http://www.linkedin.com/in/debbiekreger 155 North Lake Avenue Suite 1000 Pasadena, CA 91101 For more information visit our website www.cawalker.com or call 626-584-8180