product development and marketing association ptesentation research as marketing: how to engage...
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This PowerPoint was presented by Doug Tangwall of End Result Marketing at the Product Development and Management Association session on research innovations and strategy in Madison, Wisconsin, on July 22, 2010.- Has your organization cut research budgets? - Are you sharing research findings with customers? - Do insights aid design only or are you using research to launch new products? If you answered “no” to any of these questions, you may suffer from an outdated view of research. This session is designed to show C-levels executives, new product developers, and managers working with products, research and marketing how to combine low-cost research approaches with high-value customer content to reap huge dividends.Doug Tangwall is founder/nurture marketing strategist with End Result Marketing. Doug has 20+ years experience in the fields of research, product management and marketing. Working on behalf of respected companies like Canon and Diebold, Doug has pioneered innovative marketing techniques by creating powerful combinations of customer-focused research, product development, educational promotion, thought leadership and social conversation. Learning Objectives:- Shed stereotypes of research as the over-analysis of mountains of outdated information - Understand why today’s most connected companies invest in timely and relevant research “nerve centers” to differentiate their organization and products, feed customer engagement and fuel sales channels- Learn from real-world examples of 12 customer-focused research approaches and dozens of educational marketing ideas how to generate 14-17 times more sales leads for less than half the cost of traditional marketingTRANSCRIPT
Research as Marketing: How to Engage Customers,
Launch Products and Fuel Sales
Presented by Doug TangwallProduct Development and Management Association Research Innovations and Strategy Session Madison, Wisconsin July 22, 2010
©2009-2010 End Result Marketing, LLC 2
Why do we conduct research?
#1: To gain insight
Research enables us to understand
©2009-2010 End Result Marketing, LLC 3
Why do we conduct research?
#2: To measure and improve
Research keeps on coursePhoto credit: ©2009 Dave Edwards, used with permission
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Why do we conduct research?#3: To develop new products
Research allows us to innovatePhoto credit: ©2009 James Marvin Phelps, used with permission
©2009-2010 End Result Marketing, LLC 5
Research has developed a stigmaThose conducting, perceive it as…
Expensive Slow Over-analysis of too much outdated info Not directly tied to the bottom line
Those participating, feel it’s… Time-consuming Artificial One-sided Not directly tied to their needs
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Changes are taking place…
Research Low-cost methods to connect with consumers Closer alignment with needs Easier to measure impact on bottom line
Consumers Conducting own research on products Participating in social networks Our understanding of the brain and motivation
Low-cost research → high-impact marketing
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Is what’s taught in marketing school wrong?
Maslow’s Hierarchy of Needs
Source: ©2009 Wikipedia Commons, used with permission, adapted from Personality and Motivation
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SCARF model of motivation
Our brains crave:
Status…to feel important Certainty…to forecast what’s coming next Autonomy...to have choices and a say in things Relatedness…to feel part of a group Fairness…to be treated with evenhandedness
Source: David Rock’s Your Brain at Work
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New perspective: Research as marketing
“Spend quality time with consumers, not just asking how they use your products, but how
they live their lives.”
- Jim Stengel, global marketing officer, Procter & Gamble
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What is nurture marketing?
Nurture marketing: educational promotion designed to
improve customer outcomes and cultivate affinity for a business
Make marketing meaningful
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The impact of nurture marketingAverage response rate as % of primary target audience
0%
2%
4%
6%
8%
10%
Mix oftraditional
tactics
Webinar Best-practiceWebinar
Research-driven
nurturemarketing
Note: Not controlled experiments. Based on actual customer-initiated contacts.
Generate more qualified sales leads
14-17 times more
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12 Low-cost research approaches1.Customer feedback circles/councils2.Sponsored networking sessions
Real-world example #1:Share ideas and share in the glory
Hosted networking calls with execs who don’t directly compete
Facilitated discussion
Gleaned valuable info
Perceived as innovative thought leader
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12 Low-cost research approaches3. Interviews/case studies4.New product pilot programs
Real-world example #2:Using pilots for a successful launch
6-month new product pilot
Customer increased ROI 2.8 times
Developed white paper/recruited evangelist
Four consecutive years of triple-digit percentage increases
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12 Low-cost research approaches5.Top customer analysis6.Matched data sets
Real-world example #3:Best practices beyond product
Matched data sets to identify top customers
Featured interactive Web paper
23% of target audience voluntarily signed up to gain access
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12 Low-cost research approaches7.Secondary research8.Trend analysis
Real-world example #4:Changing public policy
Using third-party research to compare performance of state
Combining best-practice legislation, local case studies and recommendations
Rich-media interactive format
Targeting passage of new state law
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12 Low-cost research approaches9.Online quizzes
Real-world example #5:What’s Your IQ?
Traditional research identified prospects didn’t use service because did it in-house
Created “IQ” quiz with scores and customized recommendations
Provided material for ongoing PR campaign
48% average annual increase in customers over 5 years
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12 Low-cost research approaches10.Social media monitoring and participation
Real-world example #6:Diabetes Control for Life
Monitored conversations about diabetes
Research identified content weaknesses
Developed branded community
Increased sales 400% among members/ 300% ROI
Source: Bob Gilbreath’s Marketing with Meaning
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12 Low-cost research approaches11.Company-led online communities12.Customer-led online communities
Real-world example #7:Look to your higher purpose
Mission: Protect and celebrate families
300 participants in closed community
“Nerve center” that avoids costly mistakes
Sometimes keep it light to connect, have fun and generate publicity
Source: American Marketing Association Presentation by Troy Janisch
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How to conduct research as marketingFocus on segments with similar needs
Think customer focus/higher purpose/SCARF
Don’t over-promise/avoid being defensive
Promote what you’re doing
Acquire necessary professional talent: research, marketing, journalism, public relations, product development and social media
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Benefits of research as marketing
Engaged prospects/company in tune with needs
Improved loyalty/sense of relatedness
Recruit product evangelists
More qualified leads/feed sales channels
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Educational marketing tactics
TraditionalNewslettersArticlesCase studiesPress releasesEmail marketing
Online/social mediaBlogsWeb paperseBooksOnline quizzesHow-to instructionSocial media releasesRich-media presentationsLibrary of resources
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New reasons to conduct research#4: To connect with customers
Research lets us engage prospects
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New reasons to conduct research#5: To not just develop—but launch—new products
Research brings home product benefits
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New reasons to conduct research
#6: To fuel sales
Research adds value to marketing
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Questions?
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Contact information
608-358-0623
www.xeesm.com/dougtangwall
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Additional resources10-Part Blog Series on New Brain Research and the
Implications for Marketers, Doug Tangwall, www.endresultmarketing.com
The 10 Golden Rules of Marketing White Papers, Doug Tangwall, www.endresultmarketing.com
How to Make Interactive Marketing Take Off: a 7-point Checklist, Doug Tangwall, www.endresultmarketing.com
The Innovator’s Dilemma and The Innovator’s Solution, Clayton M. Christensen
Is Nurture Marketing Right for Your Business?: 11 Questions, Doug Tangwall,
www.endresultmarketing.com
©2009-2010 End Result Marketing, LLC 28
Additional resourcesThe Next Evolution of Marketing: Connect with
Your Customers by Marketing with Meaning, Bob GilbreathNurture Marketing: a Strategically Superior
Approach to Drip Marketing, Doug Tangwall, www.endresultmarketing.comNurturing Customer Relationships, Jim CecilSocial Media: Pitfalls, Profit and Potential, Wendy Soucie, www.endresultmarketing.comTruth, Lies and Advertising: The Art of Account
Planning, Jon SteelYour Brain at Work, David Rock