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Moving from NOW to NEXT in the Marketing of Insights

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Moving from NOW to NEXT in the Marketing of Insights

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Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook

Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.

Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook

Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.

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Moving from NOW to NEXT in the Marketing of Insights

  1. 1. Moving from NOW to NEXT in the Marketing of Insights #IMD15 Exit 9.21.15 Steven Cook Linkedin.com/in/StevenCook1/ @StevenCook Steven@StevenCook.me 404.606.8284
  2. 2. Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners. Moving from NOW to NEXT in the Marketing of Insights
  3. 3. 1 You understand the problems & opportunities in the marketing of insights & are motivated to move from NOW to NEXT. My Goals With You
  4. 4. 2 You are inspired & have a compelling ‘NOW to NEXT’ story to ENGAGE EVERYONE in your company on a transformational brand growth journey. 1 You understand the problems & opportunities in the marketing of insights & are motivated to move from NOW to NEXT. My Goals With You
  5. 5. 2 You are inspired & have a compelling ‘NOW to NEXT’ story to ENGAGE EVERYONE in your company on a transformational brand growth journey. 3 You learn something new, feel uncomfortable -- BUT have fun in the next 30 minutes. We will move fast! 1 You understand the problems & opportunities in the marketing of insights & are motivated to move from NOW to NEXT. My Goals With You
  6. 6. Be interactive & interrupt me with your questions & observations. 2 You are inspired & have a compelling ‘NOW to NEXT’ story to ENGAGE EVERYONE in your company on a transformational brand growth journey. 1 You understand the problems & opportunities in the marketing of insights & are motivated to move from NOW to NEXT. 3 You learn something new, feel uncomfortable -- BUT have fun in the next 30 minutes. We will move fast! My Goals With You
  7. 7. Who is Steven Cook?
  8. 8. Who is Steven Cook?
  9. 9. Who is Steven Cook?
  10. 10. Moving from NOW … Supplier & Client   or
  11. 11. … To NEXT in the Marketing of Insights Moving from NOW … + + =+ or Supplier & Client  
  12. 12. Supplier & Client  
  13. 13. Thanks Dana & aytm! Supplier & Client  
  14. 14. Basic Qualitative … Directional Wanted to understand what your MR firm is doing NOW Objective: Define the NOW issues & NEXT opportunities 26% response - 24 of 91 Suppliers/Sellers at #IMD15 100% response - 4 Clients/Buyers at #IMD15 Supplier & Client   Thank you!  
  15. 15. Suppliers   Diverse Vertical Experience
  16. 16. Suppliers   Variety Of Engagement Channels
  17. 17. Suppliers   25% 1-3 58% 4-7 17% 8-10 MR Industry At Tipping Point To Go From NOW To NEXT
  18. 18. Suppliers   Verbatim Verify Your Desire To Move To NEXT It isn’t paying off. Efforts are not coordinated. Not breakthrough and differentiating. It is not aggressive or planned out. It’s on a whim. It is not yielding the expected return in verifiable ways. Marketing efforts are not always aligned with company goals. We need to be more innovative, try new thing. We have a ton of content & data. We are still developing our marketing skill sets and practicing varying techniques. I don’t believe we develop/generate enough quality leads from our marketing efforts and dollars. We rely heavily on referrals – that is often the best source of clients who are a good match – but we can’t take referrals for granted. I think we do a lot and have made HUGE strides in the last 18 months, but it still feels a little haphazard and I know there’s more we can do and better we can do. We do a great job with traditional marketing (press releases, newsletters, speaking ops, etc), but have a long way to go when it comes to digital, marketing automation, and content marketing.
  19. 19. Suppliers   That Is The Answer I Wanted To See! THANK YOU … YOU KNOW WHO YOU ARE. More structured approach. Increase brand awareness. We could network across social media better. Stronger differentiation, higher ROI, more lead gen. More targeted marketing based on prior relationships and/or referrals. More money and resources. Be more focused, disciplined, consistent. We have industry analyst., I would like to see them participate more in marketing. An organized plan & more social knowledge if that is even a good vehicle given our target. Give us a better strategy for reaching our target audience, and deliver a return on our efforts. Being more involved with digital and producing white papers/case studies/professional content. I don’t think we could do any worse. Marketing could be improved at every level and across all areas. Spend more time working to develop concise marketing initiatives. Seek more staff input into the processes. Be focused, be differentiating, have a clear strategy and value prop. Get to the right contacts who have decision making power.
  20. 20. Suppliers   As a MR Industry … Are You Satisfied With 41.6%?
  21. 21. Suppliers   Are These Proprietary or … MR Industry Cost-of-Entry Value Points? Service, integrity, accountability. We build connections between brands and customers. We design and execute high quality research using a consultative approach. Your Project Success is Our Number One Priority.We provide data-driven confidence to give our clients a winning advantage.
  22. 22. Suppliers   Not enough honestly. It is clear and concise. We are customer service driven. Data Assets & Solutions, Industry Expertise and Partnerships. It’s not differentiated – everyone like us says the exact same thing. Honestly, there probably isn’t enough of a difference in the statement. We are different from many but not all. Many custom firms have similar positioning – we just deliver better. It is highly memorable and conveys a special way of thinking, and people tend to think it is clever and distinctive. Are These Proprietary or … MR Industry Cost-of-Entry Value Points?
  23. 23. Suppliers   Nothing. Clear and concise. It’s probably similar. I don’t think that it is better. Focus on emotional connections. It’s to the point and not over-whelmed with buzz words.
  24. 24. Suppliers   Nothing, which is the problem. Focus on emotional connections. We completely stand behind the statement. Reflects the practiced values of the people in the company. Again, we are similar to many in the statement, but we deliver better. The industry expertise pillars: We’ve been doing this forever. We were the first to bring game-changing insight to many industries, cultivating expertise that has become our hallmark. We are trusted as the authority in our industries. We have demonstrated that we can see what others cannot, interpreting today’s trends and anticipating the future.
  25. 25. Suppliers   45.8% Are Innovating – That’s Encouraging!
  26. 26. Suppliers   Innovating & Learning – MR Is Starting To Rock! Marketing automation mailings. Linkedin sponsored ad with video link. Customer co-creation for proactive customer participation. Founders at a conference, and this enabled us to give away some free registrations Google+ hangouts as main event to integrated campaign with a blog, press release, email campaign, sales tools. Introduced proprietary emotional discovery tool with In-person demonstrations - effective way to explain its power. Designed & self-funded original research to show how we think & execute a project & how our deliverables can tell a story afterward. Did simple things that very quickly let people choose which one of a few simple clear ways they might want to work with us vs. trying to be everything to everyone. Our Viewing the Viewer marketing focuses on innovative in-home ethnographies that allow us to see directly into the consumer world and pass that information on along to our clients.
  27. 27. Suppliers   Executive Summary - Supplier Perspective Marketing of Insights NOW We do the same MR work our peers do. So … hire us. Generic, cost-of-entry, commodity value props being communicated But, there is initial MR industry momentum to innovate & differentiate
  28. 28. Clients   I want to know why I should give them time versus all the others that contact me. 100% (4) Responses (4) What Do Clients/Buyers Think About The Marketing of Insights?
  29. 29. Clients   ‘Houston…This is Apollo 11…We Have A Problem.’ Tom Hanks Poor - I hate getting calls that are clearly just scheduling calls by some telemarketing company. Honestly, I said phone and email in my last response but that is only after I've met them at a meeting. I want to meet a person first or hear them present before talking via the phone. I haven't seen much marketing outside of GreenBook and Quirks. Depends. The micro companies are getting very sales-y and trying to prove themselves by seeming larger than they really are. Some of the larger companies are trying to position themselves are boutique-y. Smaller companies (particularly in the qual space) do a great job at honing in their niche and hitting at case studies and best practices that illustrate their toolbox.
  30. 30. Clients   Nothing immediately comes to mind. Nothing really. If I was forced to pick it would be neuroscience and how it is being used. Honestly, many research companies do the same thing. It's really the people behind it that make the difference. I can love your technique, but if I don't gravitate with the person selling to me, I will disengage.   The use of improvisation to convey customer truths. I was extremely intrigued by Firefly at the IIeX and their partnership with The Second City. Improv gets the entire team engaged and energized - brings out new ideas that may not have been unearthed - EVER. Fresh thinking for sure. ‘Houston…We Still Have A Problem… But We See A Potential Fix.’ Tom Hanks’ stuntman
  31. 31. www.cmo.com/articles/2015/7/8/cmos-notebook-takeaways-from-insight-innovation-exchange-2015.html Lenny Murphy GreenBook Editor-in-Chief CMO’s Notebook: Takeaways From IIex 2015 – 7/9/15 CMO.com attended the Insight Innovation eXchange 2015 in Atlanta where thought leaders shared their visions and examples of how they have used tech tools and techniques for actionable consumer insights.By Steven Cook Contributing Editor ‘The pace of change is only going to increase. So there is no more standing still in any piece of the Market Research business. Mobile, being the exobrain of each of us, is the conduit to the lives of consumers. Mobile knows where you’ve been, where you searched, time of day, where and what you paid’.
  32. 32. Lenny Murphy GreenBook Editor-in-Chief CMO’s Notebook: Takeaways From IIex 2015 ‘Increasingly, we are capturing consumer data on how to engage, understand and activate customer relationships in the customer lifecycle via the customer’s digital exhaust – the tracks that we all leave in our daily lives from our interactions with all technologies we engage with every day. This digital footprint gives us much of the who, what, when, where, and how – without ever having to ask a question of the customer’.
  33. 33. ‘Google and Apple are the largest big data platforms in the world – they know everything. Google is an ingester of research, a client of research, a producer of data, a licensor of data, and they offer research services – so they are a competitor, a friend, a partner, a client, and a supplier all at the same time. They are part of the insights community as is every other tech company on the planet. We are now in the world of unconventional partnerships, resources, and technologies’. CMO’s Notebook: Takeaways From IIex 2015 Lenny Murphy GreenBook Editor-in-Chief
  34. 34. www.cmo.com/articles/2015/7/8/cmos-notebook-takeaways-from-insight-innovation-exchange-2015.html ‘Mobile also enables us to capture shoppers in the aisle while making first-moment-of- truth purchase decisions giving us more granular details and texture than what consumers can remember about a brand journey or usage experience. This has positive implications for brand managers, product developers, agency creative partners, and the entire business team to better understand their consumer. And much of this data is visual, which can be used for storytelling and video reporting. We call it “visualizing learning” - bringing to life what everyone on the business team needs to see from the consumer’s standpoint to be inspired. Data visualization and storytelling are huge. No more PowerPoint-only research summaries. Tell the story in a video - storify the insights’. Kristin Schwitzer President, Beacon Research Former QRCA Board Member & VP CMO’s Notebook: Takeaways From IIex 2015 By Steven Cook Contributing Editor
  35. 35. So … How Can You Move from NOW … or Supplier & Client   We do the same MR work our peers do. So … hire us. Generic, cost-of-entry, commodity value props being communicated Initial MR industry momentum to innovate & differentiate
  36. 36. … to NEXT in the Marketing of Insights So … How Can You Move from NOW … + + =+ or Supplier & Client   We do the same MR work our peers do. So … hire us. Generic, cost-of-entry, commodity value props being communicated Initial MR industry momentum to innovate & differentiate
  37. 37. http://visual.ly/only-10-slides-you-need-pitch
  38. 38. Key Pages For MR Firms To Communicate Their Brand’s Different, Better & Special Value Prop
  39. 39. Key Pages For MR Firms To Communicate Their Brand’s Different, Better & Special Value Prop
  40. 40. Yes: 45.8% No/Don’t Know: 54.2% Suppliers  
  41. 41. Ed Saxon. 25 year Hollywood Producer 8 time Oscar winner - 22 Oscar nominations CMO’s Notebook: Ed Saxon - The Power of Story 11/23/14 Fleeting attention spans. Hard-to-earn loyalty. Harder-to-earn revenue. In today’s fast-paced, competitive digital world, engaging customers has become increasingly difficult. As a result, connecting with customers and prospects through authentic, emotion-provoking storytelling is now core to communicating a brand’s value proposition for B2C and B2B businesses. By Steven Cook Contributing Editor www.cmo.com/articles/2014/11/23/ed_saxon_cmo_com_int.html
  42. 42. Ed Saxon. 25 year Hollywood Producer 8 time Oscar winner - 22 Oscar nominations CMO’s Notebook: Ed Saxon - The Power of Story 11/23/14 Fleeting attention spans. Hard-to-earn loyalty. Harder-to-earn revenue. In today’s fast-paced, competitive digital world, engaging customers has become increasingly difficult. As a result, connecting with customers and prospects through authentic, emotion-provoking storytelling is now core to communicating a brand’s value proposition for B2C and B2B businesses. By Steven Cook Contributing Editor The 64th Annual Academy Awards - 1992 – ‘the silence of the lambs’ Jodie Foster, Anthony Hopkins, Edward Saxon, Jonathan Demme, Ronald M. Bozman, Ted Tally, Kenneth Utt
  43. 43. ‘What I love about stories is that they are big conduits and emotional pipes into people, so they inspire empathy, they change behavior, and they draw us closer around a common campfire. I think stories help make us more authentically human. We unite around our stories. Stories are at the center of our identity. Man has thought in stories since the beginning. Stories are how we make sense of the world’. CMO’s Notebook: Ed Saxon - The Power of Story Ed Saxon. 25 year Hollywood Producer 8 time Oscar winner - 22 Oscar nominations
  44. 44. ‘As a filmmaker or a brand builder, you have to create a stronger emotional pull ... for customers to part with their money than the emotional pull that makes them want to keep their money’. ‘A quote I love on the power of emotion comes from Maya Angelou: “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel’. CMO’s Notebook: Ed Saxon - The Power of Story Ed Saxon. 25 year Hollywood Producer 8 time Oscar winner - 22 Oscar nominations
  45. 45. ‘Now -- because there are so many competing messages bombarding us, and because people expect empathy from brands and expect brands to be as relevant to them as the people they interact with -- it is a necessity for brands to engage, visualize, communicate, and connect with compelling brand stories. This becomes an integral part of brand identity. In today’s fast-moving digital world, where we all have one-second attention spans, and we are changing channels faster than we ever have, people will cut you off after just a few seconds. You have a limited amount of time to engage them. So if you don’t have something that hits them quickly and resonates, your brand is irrelevant -- and you will become irrelevant fast’. CMO’s Notebook: Ed Saxon - The Power of Story Ed Saxon. 25 year Hollywood Producer 8 time Oscar winner - 22 Oscar nominations
  46. 46. ‘In a digital age, we are much more visual storytellers and story consumers because everyone relates to everyone else on a screen. And once you have a visual identity for your personal brand story, people expect to see it presented in an organized way everywhere they see it’. CMO’s Notebook: Ed Saxon - The Power of Story Ed Saxon. 25 year Hollywood Producer 8 time Oscar winner - 22 Oscar nominations
  47. 47. B2B Service Platform Brand - Power of Story Best Practice
  48. 48. Which Coffee Is Offering More Than Category Cost-of-Entry Benefits? What are the implications of each Brand’s value prop?
  49. 49. Lovemarks Inspire Loyalty Beyond Reason
  50. 50. Why Do We Need To Go From Brands To Lovemarks?
  51. 51. How To Go From A Brand To A Lovemark?
  52. 52. Marketing Researcher How To Go From A Brand To A Lovemark?
  53. 53. What Are Some B2C & B2B Lovemarks?
  54. 54. What Are Some B2C & B2B Lovemarks?
  55. 55. ‘We’ve long believed that over time companies tend to get comfortable doing the same thing, just making incremental changes. But in the technology industry, where revolutionary ideas drive the next big growth areas, you need to be a bit uncomfortable to stay relevant.’ Larry Page, Google CEO, Co-founder http://www.nytimes.com/2015/08/11/technology/google-alphabet-restructuring.html?smid=tw-nytimes&_r=0 ‘Google is a competitor, a friend, a partner, a client & a supplier all at the same time … & so is every other tech company on the planet’. Lenny Murphy, Editor-in-Chief, GreenBook  
  56. 56. Thank You Start Moving Now To Your NEXT In Marketing Insights

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