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Digg it UP - Survey: The Secret to Effective Marketing
Giving corporate or business gifts can be highly effective and is a common practice. However, if you mess up and give something that is not appropriate your intent may be misunderstood, you may ruin a business relationship or you may never get your foot in the door with a prospect.Part I of Corporate Gift Giving Guidelines covers what to avoid when giving
It's easy to miss the mark on a guess or partial knowledge. Instead, what if learning about and understanding customers' needs and expectations became the driving force behind development of products and services? What if the company brand, mission, image and advertising reflected the desires and opinions of
Mergers are the equivalent of society weddings in the business world. But the honeymoon is usually over sooner than expected. Between one half and three quarters of all mergers do not work – they destroy rather than create value. Takeovers destroy almost a third of the acquirer’s pre-acquisition value, according to studies from the ESRC Centre for Business Research. According to most traditional assessmen
Ask. The first step in marketing a product or service or selling a brand identity is making sure it's the right product, service or brand. You have to find out if you have it right. The way to do that is to ask. Survey.
Every single aspect of your business can be improved through the use of surveys. It's true. Everything and anything can be surveyed.
Before investing in a new offering:
- Find out if anyone is interested.
- What makes them interested?
- How should it be packaged?
- What color should it be?
- How do you position it among its competition?
- How do customers feel they benefit from your product or service?
- What words do THEY USE to describe the product and its benefits?
- What do THEY think could be improved?
- How do THEY related the product to other similar products?
It's easy to miss the mark on a guess or partial knowledge. Instead, what if learning about and understanding customers' needs and expectations became the driving force behind development of products and services? What if the company brand, mission, image and advertising reflected the desires and opinions of
Today, Six Sigma covers a very wide range of industries such as healthcare, banking, manufacturing and construction, to name a few. The 2 methodologies adopted by Six Sigma take care of the existing process and the new processes that still need to be developed, through DMAIC and DMADV respectively. DMAIC and DMADV are acronyms for process improvement methodologies. The methodology is hailed as the finest quality
Every single aspect of your business can be improved through the use of surveys. It's true. Everything and anything can be surveyed.
Before investing in a new offering:
- Find out if anyone is interested.
- What makes them interested?
- How should it be packaged?
- What color should it be?
- How do you position it among its competition?
- How do customers feel they benefit from your product or service?
- What words do THEY USE to describe the product and its benefits?
- What do THEY think could be improved?
- How do THEY related the product to other similar products?
It's easy to miss the mark on a guess or partial knowledge. Instead, what if learning about and understanding customers' needs and expectations became the driving force behind development of products and services? What if the company brand, mission, image and advertising reflected the desires and opinions of
Last week I spoke to the Greater St. Louis Dental Society. My session was filled with primarily hygienists, receptionists and chair-side assistants.We explored something I call The OING Model.Oing represents four types of encounters between employees and patients, each of which is an opportunity to inject (no pun intended) a little more of your personality into each encounter.About 16
- How do customers feel they benefit from your product or service?
- What words do THEY USE to describe the product and its benefits?
- What do THEY think could be improved?
- How do THEY related the product to other similar products?
It's easy to miss the mark on a guess or partial knowledge. Instead, what if learning about and understanding customers' needs and expectations became the driving force behind development of products and services? What if the company brand, mission, image and advertising reflected the desires and opinions of
Consumer outlook has undergone considerable changes due to business globalization and revolutionary information exchange paradigms. Changing business conditions created by the flurry of increasing competition has led to diminishing margins for error. Exceeding the expectation levels of customers assumes the central position in the current and future era of business. It is for this reason that Six Sigma has assum
It's easy to miss the mark on a guess or partial knowledge. Instead, what if learning about and understanding customers' needs and expectations became the driving force behind development of products and services? What if the company brand, mission, image and advertising reflected the desires and opinions of
How is branding different than marketing?Branding is not so much different from marketing as it is an element of marketing. We think of marketing as a tree; the brand is the roots, holding the tree in place and providing constant energy. The leaves are the tactics, reaching in various directions and changing with the seasons, the trunk is the marketing strategy, connecting the brand and the tactics. In thi
It's easy to miss the mark on a guess or partial knowledge. Instead, what if learning about and understanding customers' needs and expectations became the driving force behind development of products and services? What if the company brand, mission, image and advertising reflected the desires and opinions of its customers?
What looks like brilliance or even luck in achieving marketing goals, can simply be the fact that one company really understands its products and how they are actually perceived by customers and potential customers.
Savvy marketers have discovered that learning what's in the prospect's mind gives them answers, gives them the clever ideas that work. Answers come from the customer, from the marketplace, not from the marketing manager, or the boardroom or even the CEO.
There is nothing too trivial to survey. You can ask about products and services, about your staff, about packaging, about promotional materials, even about the emotional response to your company or product. Try it. You might be surprised by what you learn.
Never underestimate the willingness of people to give their opinion. Ask.
Benefits of using surveys:
- Know if what you are offering is wanted
- Find out if prospects understand the product or service
- Learn what benefits prospects want or expect
- Spotlight potential problems and new opportunities
- No guessing
- Understand the position your company holds in prospects' minds.
- Improve your product or service
- Develop new products and services
- Create targeted promotion
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