TRENDS and MARKET RESEARCH RHODES B. WHITE, CPSM, FSMPS White Consulting Trends are Patterns of gradual change in a condition, output, or process 1
Where do you Begin with Trends What project types do you work on? What specialties do you have? POLL WHAT GEOGRAPHIC AREA DO YOU WORK IN? ONE STATE ONLY REGIONAL NATIONWIDE NATIONWIDE AND INTERNATIONAL 2
POLL HOW MANY EMPLOYEES ARE IN YOUR FIRM? 1-7 8 27 28-45 OVER 45 If you are not an economist you should watch the following indicators: Gross Domestic Product known as GDP, retail sales, job growth and job earnings, and housing sales. Housing sales and retail sales are the first signs on what the economy is doing and when these slow or increase then the other market sectors like commercial construction, leasing, and buying do the same. 3
TRENDS Where to Find THEM NACO.org Census Bureau website $ Data Pamphlets for Individual County and States updated by Woods & Pool Economists $ Dun & Bradstreet Library of Congress very technical & lots of reading TRENDS Where to Find THEM $Guidelines Industry and Market Research Reports for specific industries must buy Price ranges from $15 to thousands of dollars. Healthcare market sector http://www.mondotimes.com/1/world/us/6/402 Bank of America or all Major Banks Wells Fargo 4
TRENDS Where to Find THEM FORTUNE MAGAZINE ONLINE SMARTMONEY.COM PUBLICAGENDA.ORG BEA.DOC.GOV FORBES.COM FEDERAL RESERVE BANK NEWSLETTER AND ARTICLES DEPARTMENT OF LABOR S WEBSITE FOR JOB GROWTH Twelve Federal Reserve Banks Districts BOSTON HTTP://WWW.BOSTONFED.ORG/ NEW YORK HTTP://WWW.NEWYORKFED.ORG/ PHILADELPHIA HTTP://WWW.PHILADELPHIAFED.ORG/ CLEVELAND HTTPS://WWW.CLEVELANDFED.ORG/ RICHMOND HTTP://WWW.RICHMONDFED.ORG/ ATLANTA HTTPS://WWW.FRBATLANTA.ORG/ CHICAGO HTTPS://WWW.CHICAGOFED.ORG/ ST. LOUIS HTTPS://WWW.STLOUISFED.ORG/ MINNEAPOLIS HTTPS://WWW.MINNEAPOLISFED.ORG/ KANSAS CITY HTTP://WWW.KANSASCITYFED.ORG/ DALLAS HTTP://WWW.DALLASFED.ORG/ SAN FRANCISCO HTTP://WWW.FRBSF.ORG/ 5
University Websites for Economic Forecasts WWW.BSU.EDU/CBER http://www.moore.sc.edu/news.aspx?article_id=443 http://moore.sc.edu/userfiles/moore/documents/events/ EOC/2012/Connaughton2012EOCPresentation.pdf http://lusk.usc.edu/casden https://www.economy.com/state/precissnapshot.aspx?g=ny Federal Reserve Bank (the Beige Book, this report is published eight times per year. Each Federal Reserve Bank gathers anecdotal information on current economic conditions ) http://www.federalreserve.gov/fomc/beige Book/2010/ 6
FEDERAL RESERVE BANK DATA TRENDS Where to Find THEM Ernst & Young PricewaterhouseCoopers Deloitte & Touche IBIS World.com www.bls.gov 7
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Remember A RECESSION DOES NOT HAPPEN OVERNIGHT. THERE ARE SLOW GRADUAL INDICATORS THAT A RECESSION IS HAPPENING. THEREFORE, YOU MUST WATCH FOR THESE MONTHLY TRENDS INSTEAD OF LETTING THEM SNEAK UP ON YOU LIKE A SHARK IN WATER 9
Why are Watching Trends Important? Recessions New Industries Some Market Sectors losing Market Share Market Research Is An organized effort to gather information about markets or clients 10
QUESTIONS ON TRENDS? Where do you Begin??? What project types do you work on? What geographic area do you work in? What specialties do you have? 11
TYPES OF RESEARCH Primary Research Secondary Research Client Intelligence Competitive Intelligence clients or competitors Primary Research Original data collected Designed by you Most Accurate information 12
POLL DO YOU RESEARCH YOUR COMPETITION? YES NO ONLY WHEN UP AGAINST THEM IN A PRESENTATION DO YOU RESEARCH YOUR CLIENTS? YES NO ONLY WHEN UP AGAINST THEM IN A PRESENTATION Secondary Research Conducted by someone else Summary, collation or synthesis of existing research 13
Client Intelligence Information needed for CRM Who are the decision makers Projects Awarded or Planned over a 5 year period Financials Politics Competitive Intelligence Defining, gathering, analyzing, and distributing Intelligence about your competitors What are their recent wins Who have they hired What associations do they belong 14
Market Research Follow the Money Annual Reports and Consolidated Balance Sheets review the last 3 years how are they doing Public Sector State Budgets K-12 Districts, County or City Budget Colorado State Budget Colorado State Budget 15
Demographic Resources U.S. Census Bureau NACO **** Reach Advisors 16
QUESTIONS ON RESEARCH? 17
Associations What Associations do your potential clients attend? What committees are they on? Tradeshow exhibit have a plan on who you want to meet, what you hope to accomplish set goals ahead of time. Going to a conference send notes ahead of time and try to arrange a meeting at the conference ULI, Corenet Global and NACRIEF 18
TO DO Know your markets and what they are doing Know your Competition and what they offer Know your strengths and what to do with them Weld Coxe, Marketing Guru The function of the marketing plan is to take the future of the firm out of the hands of fate and give some direction to what work the firm will do and for whom it will be done. 19
QUESTIONS TRENDS and MARKET RESEARCH RHODES B. WHITE, CPSM, FSMPS www.rhodesmarketingmix.com White Consulting 843-225-8608 office 404-983-7564 cell 20