Marketing for MR What we ve learned from GRIT, our clients, and our own marketing. by Lukas Pospichal and Lauren Tilden

Transcription

1 Marketing for MR What we ve learned from GRIT, our clients, and our own marketing by Lukas Pospichal and Lauren Tilden

2 Who We Are GreenBook connects marketers and market researchers with people, information, and ideas that generate big results. Our research, events and training, blog, and market research directory provide the learning and inspiration insights professionals need to succeed. We offer targeted marketing opportunities for providers of market research services.

3 We are uniquely positioned.

4 What we re going to cover What we can learn about MR marketing from the GRIT Report Some observations about effective marketing from our clients What we ve learned from our own marketing Some additional ideas to inspire your marketing

5 What does the GRIT Report tell us about marketing for MR?

6 The GRIT Report Most comprehensive report on MR industry Explores views of the present and future of the industry Comes out 2x/year Respondents are research suppliers AND clients from around the world Strategic planning tool

7 GRIT: How do clients choose suppliers?

8 Stated Importance to Clients Supplier Selection (Q1-Q2 2014)

9 Top 5 Drivers of Supplier Selection Has knowledgeable staff Good relationship with client/supplier Completes research in an agreed upon-time Listens well and understands client needs Rapid response to requests

10 BUT.

11 BUT. this also depends on their budget.

12 Client Budget Size vs. What is Considered Very Important for Suppliers (GRIT Winter 2013)

13 GRIT: Where do clients get news & information?

14 Information Sources: Client / Supplier (Q1-Q2 GRIT 2014)

15 Top 5 Sources of Information Seminars or conferences Industry websites Face-to-face business networking events Webinars or virtual events Technology websites and publications

16 GRIT: Straight from clients

17 Word of Mouth Everybody says they do great work. I ll listen to somebody whose opinion I trust, so it s mostly word of mouth. I d say past knowledge and experience would be the number one way

18 Personal Relationships I ll be honest; the [people] that I generally meet and wind up doing business with are the ones who aren t trying to sell anything. They are doing something to give back to the industry or contribute to the work we do as a whole. And I get to know their business, and we find a way work together. Get to know me first and worry about the sale after that.

19 Know Your Audience They don t even know if I m sales or marketing or market research. Understand what my needs are a little bit better instead of one size fits all. The target group is all heads or VPs of insights, but we may not have the same needs.

20 GRIT: Describe your ideal research study

21 What is your ideal research study? Two responses stood out: 1. Research s ability to change the attitude & decisions of marketing executives 2. Research helps establish a good connection between researchers and marketers How can you go beyond delivering great research to help your insights clients establish rapport with marketing? GRIT Fall 2014

22 Helping insights influence marketing We need to go beyond the research delivery to help clients gain influence with marketing. Some ideas: Help your clients promote, distribute and present your research internally Develop templates/resources/processes for them Offer to jointly deliver the results to other teams

23 What Works for Our Clients

24 Good marketers have a plan.

25 Good marketers go easy on the sell.

26 Good marketers have supportive leadership that believes in the power of marketing.

27 Good marketers are where their clients are.

28 Good marketers experiment.

29 What Works for Us

30 Philosophy Provide value (+ use it as a lead generation opportunity) Segment like crazy! Messaging Write to a specific person Use real words Eliminate needless words Think about what you want people to know and what you want them to do Constant experimentation and measurement

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32 What Works for Us WHEN: For us, we know that s on Tuesdays & Fridays do best at 9am Eastern. (Analyze your data!) SUBJECT LINES ARE CRITICAL! Use direct calls to action you, your, etc. Short, direct lines Create a sense of urgency ( Last chance ) Hint to a gift ( free, $350 savings )

33 Our best 5 subject lines 1. Following up on my request 2. An update from GreenBook 3. Last day to save $350 on IIeX North America 4. Being a client-side researcher (+15 free tickets to IIeX) 5. Tickets are running out register TODAY to reserve yours.

34 Webinars

35 Webinars: Content Design Most effective topics are either: Hot-button issues (internet of things, future of MR) Broadly interesting to a variety of people (data visualization, behavioral economics) Teach people something, don t focus on your brand

36 Webinars: Best Practices No selling people quickly drop off if it becomes a pitch Practice with a session ahead of time, and prepare for tech challenges If you have a client co-presenter or case study, promote it! (subject line example: How Clorox reinvented Knowledge Management to become a more consumer driven company) Have a few questions planned ahead of time Follow-up is everything!

37 Blog

38 GreenBook Blog Some of our most effective (guest) blog posts Future of MR Consumer insights vs. Market Research New MR Tools Emerging Methods Hot topics (gamification, big data B.E., automation) Blog articles are for articulating what s new & next. Pull in topical news items (i.e. Pokemon Go) and explain relationship to MR.

39 Some additional ideas (to inspire your marketing)

40 Get to know your clients. Customize your message for them.

41 Be unique, or Uniquely good.

42 Look at other industries.

43 Other Industries: Some ideas Are you a focus group facility? Look at real estate and hospitality. Are you a full service firm? Look at consulting companies and ad agencies for models. Are you a fieldwork or research services provider? Look at accounting firms. Are you a boutique studio? Look at architecture firms. Do you provide technology or software? Look at non-mr tech companies.

44 Market the market research industry.

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49 Thank you! Get in touch Lukas Pospichal Managing Director GreenBook Lauren Tilden Director of Marketing GreenBook