E-RME-RM::E-Research for MarketingE-Research for Marketing

Supports Planning, Strategy, Product and Supports Planning, Strategy, Product and Program Development for Brand Strategists, Program Development for Brand Strategists,

Marketing Communications and PR FirmsMarketing Communications and PR Firms

Bart D. ZehrenBart D. Zehren2009 Harrison St., Ste. 5042009 Harrison St., Ste. 504

Evanston, IL 60201Evanston, IL 60201847.864.7159847.864.7159

bz@your-research-resource.combz@your-research-resource.com

Are Your Clients: Engaging in Are Your Clients: Engaging in ‘Risky Business’?‘Risky Business’?

• YES, if they’re “best guestimating” their way through these issues:

What brand communications strategy is best for this difficult economic environment?

What data would persuade management to fund those strategically valuable programs?

With timely information from selected customer or market groups, you can move ahead with sure-footed confidence built on:

Timely, confidential and proprietary market insights Forward looking plans based on actual needs and clear expectations from -

and about - your customers, clients and targeted prospects

How How E-RME-RM Can Help You Can Help You

• Gain new understanding of key markets for your services; use this understanding to strategize:– How do selected markets or types of customers perceive their

own “needs and wants, whims and wishes”?– How well suited are your current sales/communications

strategies to that picture?– Which programs and products have the most immediate and

durable sales potential?– Can any attractive, new or otherwise untapped opportunities be

identified from these insights?

We can test concepts for new products or to re-position your firm.

Harness E-Research: Flexible, Fast, Harness E-Research: Flexible, Fast, Convenient, Objective and PowerfulConvenient, Objective and Powerful

• Respondents can be any stakeholders with e-access– E-connected employees, members, customers or prospects worldwide,

be they consumers, businesses or institutions– Sales and service agents, retailers, dealers, service providers or any

other type of channel partner– Anyone with minimal web literacy can participate with ease

• But sampling issues MUST be carefully considered– Is the needed population to be sampled confined to current customers,

all of whom are computer and email literate?– Or is a broader market sample required, that must be acquired and paid

for as a separate cost item?

Samples of Samples of E-RME-RM Online Surveys Online Surveys

For two E-RM Examples, one B2C and one B2B,Click these URLs or Copy & Paste to Your Browser:

www.your-research-resource.com/surveys/marketing/sample.htm

http://www.surveycrafter.com/interim1/surveys/e-rm/demo.htm

On the next two slides, see a revealing example ofan insightful competitive analysis, using findingsfrom the brand rating section of an actual E-RMproject for a book manufacturer (2nd link above).

What Customers Value:What Customers Value:QualityQuality - - PricePrice - - ServiceService

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QualityQuality, , PricePrice & & ServiceService Demanded, Not Demanded, Not Delivered; #1 Brand Image: Delivered; #1 Brand Image: CapabilitiesCapabilities

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Image of Brand X

Quality Price Service

Attitude Capabilities

Do It All In A Flash:Do It All In A Flash:One Stop Service and AccountabilityOne Stop Service and Accountability

• Sure-footed project execution and sage advice from a skilled, knowledgeable market researcher– Applies skills based on diverse corporate experience

– Pin-points the analysis to your key decision issues

• Single-source accountability; full service research capabilities– Project design, turnkey administration online, with web hosting

– Skilled in-depth interviewing for exploratory research in specialized business or institutional market sectors

– Valuable insights from an experienced analyst based on decades of research expertise

Benefits of Such an Endeavor Benefits of Such an Endeavor for Your Clients and for Youfor Your Clients and for You

With reliable market information they can plan, manage and control their budgets and programs more effectively.

With a knowledgeable research resource involved, they gain an added advantage in assessing the value of their marketing programs.

You gain a new revenue producer, manageable on a marginal cost basis, during an otherwise difficult downturn in market demand for your services.

Examples of Examples of E-RM E-RM CapabilitiesCapabilities

• E-RM provides clear ACTIONABLE information– Qualitative or quantitative market assessments yielding helpful

insights for developing new product/service concepts– Market evaluations of existing and new brand positionings– Usability testing and web site development– Tracking customer allegiance - not just “satisfaction” - and

assessing brand usage vis-à-vis communications– Measuring price sensitivity– Formal and informal presentations, executive summaries, full

and detailed reports

Differentiating Commodity ProductsDifferentiating Commodity Products

• Examine and define your products/services from your buyers’ viewpoints

• Probe buyers’ “Whims & Wishes”, not just their “Needs & Wants”

• Develop and test innovative concepts, new messages

• Affix product attributes to deliver potent - and differentiated - benefits

• Build an effective marketing mix for success

Whims &Wishes

Wants

Core Needs

Smooth Sailing - When You Know Smooth Sailing - When You Know Your “Clustomers”Your “Clustomers”

• Identify and describe your key customers

• Define their basic needs, behaviors, key motivators

• Uncover “Whims & Wishes” to attach brand indicators

• Divide customers into “Clustomers” based on the brand indicators matched to key “Whims & Wishes”

Example of a ReportExample of a Report

To see the actual report from the Treasury Career Development Survey, click this link:

http://TreasurySurvey.googlepages.com/

Thank YouThank You E-RM welcomes your inquiries and suggests a meeting to

discuss your situation as 2010 develops.

Call at your convenience for a consultation:

Bart D. ZehrenE-RM 2009 Harrison St., Ste. 504Evanston, IL 60201847.864.7159bz@your-research-resource.com

Visit www.your-research-resource.com