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Transcript
Data-Driven Strategies for Association Success Dale Dean, DeanHouston, Inc. Annette Landesman, StrataMark Dynamic Solutions Bob Renkes, Petroleum Equipment Institute January 28, 2008 NAW Association Executives Council Meeting Dale Dean President, DeanHouston, Inc. Integrated Business Marketing Knowledge is Power It was true 400 years ago … and it’s still true today. Today, we can obtain knowledge like never before -We have much better methods of measuring things and vastly improved ways of using information. Data We use data for the following reasons: • Strategic Planning • What is our overall goal and the direction we will take? • Measure Current Deliverables • Are we meeting our promises to members? • Establish a platform for communications • The right messaging • The right media for reaching members and non-members Data as a Measure of Association Success • Eliminate Assumptions • Ensure We are Listening to Members With the Ultimate Goal of Sustaining and Growing Your Association Strategy The concept, approach or plan of action designed to achieve a specific goal. Strategic thinking involves establishing a desired future and outlining the steps that will make this future a reality. Spur-of-the-moment or “gut” decisions can be avoided by defining and implementing strategic goals. The History of Data-Driven Marketing Using data-driven strategies in marketing is not new. The earliest transactions in history were based on some level of data turned into information, knowledge and wisdom. The History of Data-Driven Marketing Data gathering is the “First Level” of the process of obtaining knowledge, then wisdom -- that in turn will direct the actions and choices of decision-makers. The DIKW Hierarchy Data Information Knowledge Wisdom The DIKW Hierarchy Data-Driven Strategies 1. Our sources for collecting data 2. The different levels of data acquisition Data in Marketing & Communications As communicators, we rely on accurate data to formulate the right communications messaging What is Our Foundation for Using Data-Driven Strategies? Every day, our job as communicators is to: • Create the right messages • Convey the right intent • Connect with the right people What is Our Foundation for Using Data-Driven Strategies? Data “drives” our messages Accurate data is essential to creating effective messages and making sound business decisions. Data & Strategic Planning The more potential impact on your association: • The more data sources you will need • The more specialized your data-acquisition methods should be Grandma Got Run Over By Bad Research • Early market research supported her vision for an upscale children’s retail store in her Manhattan suburb. • By combining local school information and data from an advertising circular company, she estimated 10,000 families with school-aged children lived in her town. • Knowing real census numbers, buying habits and the town’s history with local merchants could have prevented the monetary loss of $40,000. Data-Driven Marketing More than ever, associations are using data to drive marketing decisions. This heightened interest means that people are working on improving current approaches.These efforts translate to more efficient and effective marketing activities. Data Acquisition Sources Types of Data 1. Assumption 2. Anecdotal 3. Secondary 4. Internally Conducted 5. Intermediary 6. Independent Research Where is Your Data Coming From? Where is Your Data Coming From? Types of Data Collection Assumptions Types of Data Collection Anecdotal Information Types of Data Collection Secondary Data Types of Data Collection Internally-Conducted Research Types of Data Collection Intermediary Information Types of Data Collection Independent Research Strategic Significance of Data Analysis Why We Use Independent Research Independent Research is: • Quantitative • Objective • Detached • Undistilled A third-party does not have a bias or emotional stake in the research results or interpretation. When We Use Independent Research When the data received can play an important role in making decisions about new services to offer, a change in the structure -- or anything that has the potential to profoundly impact the association - In these strategically significant situations, the objectivity and experience of an independent analysis will result in sound answers and better results for your association. The best organizations are applying research as a corrective vision system that offsets the distorted lens. - Rex Briggs & Greg Stuart What Sticks: Why Most Advertising Fails and How to Guarantee Yours Succeeds Annette Landesman Senior Vice President StrataMark Dynamic Solutions What is Marketing Research ? Defining Marketing Research The function that links the consumer, customer and public to the marketer through information that improves marketing as a process. Marketing Research This information is used in the following ways: • To identify and define marketing opportunities • To generate, refine and evaluate marketing actions • To monitor and measure marketing performance Why Conduct Marketing Research ? We use marketing research for one reason: To gather information that will allow you to make better decisions for the future of your association. Day-to-Day Marketing Research • Keep Your Finger on the Pulse • Engage Your Members • Increase Loyalty Conducting Effective Research The Secrets of Conducting Effective Marketing Research Know Why You’re Doing the Research • Define the Issue The Secrets of Conducting Effective Marketing Research Don’t Fill the Survey with “Nice to Know” Questions The Secrets of Conducting Effective Marketing Research Know When to Use an Independent Marketing Research Company The Secrets of Conducting Effective Marketing Research Know Who to Talk To … The Secrets of Conducting Effective Marketing Research Choose the Appropriate Method of Data Collection Methods of Data Collection • Personal Interviews • Focus Groups • Mini-Groups (Dyads or Triads) • Self-Administered Online (Web Surveys) • Telephone Surveys • Mail The Secrets of Conducting Effective Marketing Research Know the Appropriate Number of Interviews to Conduct The Secrets of Conducting Effective Marketing Research Know the Questions and How to Ask Them Types of Questions • • • • Attribute Ratings Brand or Feature Rankings Awareness and Usage Questions Classification Questions The Secrets of Conducting Effective Marketing Research Know the Cost Guidelines All research, whether internal or external, is obtained at a cost relative to the degree of strategic importance. Ballpark Pricing Guidelines Research Variables • Level of Respondent • Length of Survey • Interviewing Mode • Questionnaire Design • Sample - List Needs • Statistical Analysis Ballpark Pricing Guidelines Types of Data Collection • Focus Groups - Recruiting, conducting the groups and writing the summary report • Telephone Interviews – Conducting interviews, code open-ended questions, provide data tabulations ad a statistical analysis • Online Surveys – Creating and administering survey, provide analysis report The Secrets of Conducting Effective Marketing Research Know Your Parameters -And Share Them The Secrets of Conducting Effective Marketing Research Know the Timeline The Secrets of Conducting Effective Marketing Research Know How to Interpret the Data … Then, Implement What You’ve Learned The Secrets of Conducting Effective Marketing Research Use A Qualified Research Analyst with Statistically-Sound Analytical Techniques The Secrets of Conducting Effective Marketing Research Know That YOU -- and Your “Inside Knowledge” Are Key to the Usefulness of the Research Bob Renkes Executive Vice President Petroleum Equipment Institute (PEI) A Little Bit About the Petroleum Equipment Institute How Did We Get Into This ? What Are We Doing ? A Branding Campaign to Promote PEI in the Eyes of Their Customers 1. 2. 3. 4. 5. Increases the Visibility of PEI Reinforce the Value of PEI Membership Increase PEI Membership Generate New Business Opportunities for Members Promote the Benefit of Buying Products and Services from PEI Members Why A Survey? Why a Relatively Expensive Third-Party Survey? Initial Objectives (As determined by staff) Budget $30 to $34K Staff Time Involved Challenges Nonmember Survey • Method • Result • Benefits • Bottom Line Member Survey • Method • Result • Benefits • Bottom Line The Good, the Bad and the Ugly Would We Do It Again? Thank You