Phase One Sales Training Contact: Alison Heller [email protected] 720-420-8109.

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Phase One Sales Training Contact: Alison Heller [email protected] 720-420-8109

Transcript of Phase One Sales Training Contact: Alison Heller [email protected] 720-420-8109.

Page 1: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Phase One Sales Training

Contact:

Alison [email protected]

Page 2: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

• GutCheck Introduction

• Demonstration Of Platform

• Use Cases

• Pricing/Packages

• Next Steps For November In Person Training

GutCheck Background

Agenda

Page 3: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Typical Applications For GutCheck:

What We Do: We create real-time applications that provide near-instant access to a brand’s target consumer – so they can get answers to business questions quickly.

GutCheck’s Mission: We help enable businesses to answer the 100s of questions that need customer validation. We do this by making insights more immediate, more flexible, and more affordable.

GutCheck Background

Communication/Messaging Development, Advertising Testing, New Biz Pitches, Web Design Testing and Social Media Signal Testing

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GutCheck Company Timeline

Early 2010

Launch:March 2011

Dec 2012 March 2012 Oct 2012

People’s Choice Award -$1mm

Enterprise Customers including

Product Expansion =

New Applications

4x

Gro

wth

Strategic Corporate & Channel Partners

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Who Are Some Of GutCheck’s Clients?

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FACT: Consumer Insights Not Being Used In Business Decisions

On average, marketers depend on data for just 11% of all customer-related decisions.

“They put data last on their list – trailing conversations with managers, colleagues, expert advice and one-off customer interaction.”

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WHY: Insights Not Keeping Up With Speed Of Business

• Constant Contact and Feedback

• Decisions Being Made Daily

• Budgets Tightening

• Weeks/Months For Feedback

• Cost Prohibitive

BUSINESS REALITY QUALITATIVE RESEARCH

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Agency Reality:

• Campaign Launches in 5 Days

• Media Is Purchased

• Typical Focus Groups Or Qualitative Research Will Take 4+ Weeks For Results

• I can’t tell the client “NO” again!!

Agency Common Scenario With Their Client

“Help! Our client is having cold feet with the new creative. The CMO needs us to get consumer feedback before launch.”

Can Someone Help?!?

Page 9: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Typical Client Request: Is This Possible?

Page 10: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Client Success Factors:“I can make decisions quickly.” GutCheck gets answers in real-time to business questions.

“I have control over the project”GutCheck lets you do the work yourself or we’ll do it for you when don’t have time/expertise.

“I can do more with less!”GutCheck Online Research Strategists act as an extension of the client’s team.

GutCheck Success: Make Client The Hero

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Platform Demonstration

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GutCheck Platform Makes The Answer Yes!!

Page 13: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Use Cases

Page 14: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Audience:Male business travelers who were full time employees, had incomes over $75,000 and rented cars for business travel 6+ times per year.

CASE STUDY: Quick Feedback For New Business Pitches

GutCheck Solution:Two rapid rounds of 10 interviews with target audience. Both rounds completed in less than 48 hours.

Client Issue:Agency had less than four days to present analysis of spec advertising concepts for potential national car rental client. Agency needed to demonstrate that they understood the target market and needs with the creative concepts.

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Results: Client was able to point out consumer perceptions of existing creative and make recommendations with confidence the same week and create campaign for client.

The tagline is so OLD as this point, but it still relates to a service and experience that is superior.

I really liked the campaign because the <rental car> category is so competitive and the advertising made me feel better about them and they are trying to win my business…

…and the GPS mention was a main value point.

CASE STUDY: Quick Feedback For New Business Pitches

I feel like the tagline makes sense because they have real people and not a kiosk – and will be able to fix issues for me.

BRAND PROMISE:CAMPAIGN CREATIVE:

“What do they think of current concepts and why?”“Do business travelers

believe brand promise?”

Page 16: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

CASE STUDY: Context For Social Media Signals

Client Issue:360i was working with large CPG food service brand and developing a recipe oriented web site for its target consumers. Was heavily measuring twitter feedback to influence decision making.

Audience:Moms who were primary cooks and grocery shoppers for their families, aged 21 – 45 who had children and prepared meals at least 4 times per week.

Page 17: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Moms are tweeting most

during cooking.Inspiration emerges as a theme.

29%AFTER

42%DURING

29%BEFOR

E

we're having a late dinner. its in the oven now. im cooking a family favorite salmon n asparagus -

Just finished eating dinner was to good I cooked peppersteak and rice now time to get the kiddos in the bed

I dont know what im cooking for Dinner.. Lol I ask Caela what she wanted she said Shicken mama gotta love the kid she is my world.

Source: 360i analysis of conversations from Sysomos data spanning September 2010- 2011. Sample size 100 Twitter posts

CASE STUDY: Context For Social Media Signals

Page 18: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

The first thing is I do is I look and I go for inspiration. I go I look on everyone's

boards and I look at what everyone's been pinning. It’s almost like my daily digest of what recipes people are pinning. It’s a great way to be inspired and to find

new recipes. But also, what I really love about it beyond that is that I’m able to categorize my recipes, and before I would just bookmark them and that would

just turn into a big mess. And with Pinterest I can keep things neat and organized and I can see everything and with the pictures it’s visually appealing.

Source: 360i analysis of in-depth-interviews within target audience. Conducted in September 2011.

GutCheck Finds Context For Inspiration & Path To Pinterest

Results: 360i was able to discoverer Pinterest influence long before it was popular & develop highly successful website that encouraged inspiration everyday.

Page 19: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Client Issue:Leading FemCare brand needed immediate validation for current digital and television executions with their core target audience so they can plan future creative.

Audience:Females ages 18-34, who had specific pad vs. tampon preferences and identified specific brand usage.

CASE STUDY: Rapid Advertising Concept Testing

“How can I quickly engage with my target audience and find out what they think about current advertising beyond traditional media and research dashboards?”

“How can I get specific feedback about what they do and don’t like about our advertising - now?”

Page 20: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

GutCheck uncovered why digital advertising was not performing as well as originally planned, in the same week project started.

CASE STUDY: Rapid Advertising Concept Testing

Page 21: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

GutCheck Solution:10 real-time interviews completed in 24 hours, combined with a 20 person community discussion completed in four business days.

Results: Client was able find 3 concrete changes to make for future digital executions, and determine user messaging that resonated and fit with the brand for future creative.

CASE STUDY: Rapid Advertising Concept Testing

CLIENT VIEW OF BIG GUTCHECK BENEFITS:

1. Getting answers quickly – measured in hours or days vs. weeks or months.

2. High-quality solution and great service without significant costs.

3. Flexibility to change project needs on the fly.

Page 22: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Sample Pricing

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Page 23: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Audience:Females ages 18-34, who had specific pad vs. tampon preferences and identified specific brand usage.

Community Participants: 20

Approach: Client DIY Community

Pricing: $4,400

SAMPLE PRICING: Instant Research Community

“How can I get specific feedback about what they do and don’t like about our advertising - now?”

Page 24: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Audience:Predominantly male business travelers who were full time employees, had incomes over $75,000 and rented cars for business travel at least 6 times per year.

Interviews: 20

Approach: Full Service One-on-One Interviews

Pricing: $6,800

SAMPLE PRICING: In Depth Interviews

“Do business travelers believe brand promise?”

“What do they think of current concepts and why?”

Page 25: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

Logistics and Next Steps

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Page 26: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

• Online Research Strategist

• Presentation Slides

• Product Overview Sheets

• Case Study Sheets

• Value Content

• What Else To Consider?

Tools To Help You Sell

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• Point Of Sale Process To Ensure Smooth Delivery– You’ve Sold It, Now What?– Troubleshooting Discussion

• Practice Demos

• Detailed Pricing Discussion

• Competitive Considerations

• Training Materials Review

Next Steps – TMRE Training On November 14

Page 28: Phase One Sales Training Contact: Alison Heller alison@gutcheckit.com 720-420-8109.

What Else Do We Need To Consider?

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Thank You Need More Information? Ready to Get Started?

Please Contact:

Alison [email protected]