moving from now to next in the marketing of insights

Moving from NOW to NEXT

in the Marketing of Insights #IMD15 Exit 9.21.15

Steven Cook

Linkedin.com/in/StevenCook1/ @StevenCook [email protected] 404.606.8284

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

1 You understand the

problems & opportunities in the

marketing of insights & are

motivated to move from

NOW to NEXT.

My Goals With You

2 You are inspired

& have a compelling ‘NOW to NEXT’

story to ENGAGE EVERYONE

in your company on a

transformational

brand growth journey.





NOW to NEXT.

My Goals With You

2 You are inspired




transformational


3 You learn something new,

feel uncomfortable -- BUT have fun

in the next 30 minutes.

We will move fast!





NOW to NEXT.

My Goals With You

Be interactive & interrupt me with your questions & observations.

2 You are inspired




transformational






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

Who is Steven Cook?

Moving from NOW … Supplier & Client

or

… To NEXT in the Marketing of Insights

Moving from NOW …

+ + = +

or

Supplier & Client

Supplier & Client

Thanks Dana & aytm!

Supplier & Client

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!

Suppliers

Diverse Vertical Experience

Suppliers

Variety Of Engagement Channels

Suppliers

25% 1-3 58% 4-7 17% 8-10

MR Industry At Tipping Point To Go From NOW To NEXT

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.

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.

Suppliers

As a MR Industry … Are You Satisfied With 41.6%?

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.

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?

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.

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.

Suppliers

45.8% Are Innovating – That’s Encouraging!

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.

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

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?

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.

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

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’.


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’.

‘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’.



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


By Steven Cook Contributing Editor

So … How Can You Move from NOW …

or

Supplier & Client

We do the

same MR work

our peers do.

So … hire us.


Initial MR industry momentum to innovate & differentiate

… 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.


Initial MR industry momentum to innovate & differentiate

http://visual.ly/only-10-slides-you-need-pitch

Key Pages For MR Firms To Communicate Their Brand’s Different, Better & Special Value Prop

Yes: 45.8% No/Don’t Know: 54.2%

Suppliers

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.


www.cmo.com/articles/2014/11/23/ed_saxon_cmo_com_int.html


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.


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

‘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


‘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’.



‘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’.



‘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’.



B2B Service Platform Brand - Power of Story Best Practice

Which Coffee Is Offering More Than Category Cost-of-Entry Benefits?

What are the implications of each Brand’s value prop?

Lovemarks Inspire Loyalty Beyond Reason

Why Do We Need To Go From Brands To Lovemarks?

How To Go From A Brand To A Lovemark?

Marketing Researcher

How To Go From A Brand To A Lovemark?

What Are Some B2C & B2B Lovemarks?

‘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

Thank You

Start Moving Now To Your NEXT In Marketing Insights