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|Posté le: Sam 8 Sep - 08:31 (2018) Sujet du message: Gonzalo Castro Dortmund Jersey
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It's that time again . . . time to get the ball rolling on your new membership recruitment campaign, or your seasonal ad campaign, or your annual meeting promotion. You need an idea Josh Morrissey Jets Jersey , a direction, an inspiration to guide your creative mind to a result that will be executable, will reach and resonate with the intended audience, and come in within budget. Where do you turn? Hopefully, you turn to the potential customer Joel Armia Jets Jersey , in the form of primary research.
The more you know about the audience for any marketing effort, the more effective that effort will likely be. You know the challenges they face, you know the mindset they use on a daily basis, you know what they need, and can make your concepts Connor Hellebuyck Jets Jersey , copy and offers sing to the audience in a way that creates action, but only if you have the information you need. The way to get that information, in a reliable way that you can use to make decisions, is to be in regular contact with the audience. One of the most effective ways to do that is with periodic in-depth phone research.
Get a Reality Check
In-depth phone research, when combined with some written survey work on a periodic basis Michael Hutchinson Jets Jersey , can help you get an accurate feel for your members or target audience on an ongoing basis, unfiltered by the "pick the middle choice" phenomenon of printed surveys. Done in a truly blind fashion, where the audience has no idea your organization is behind the questions, customers feel secure enough to answer honestly and directly. Even so, most respondents in a small Dustin Byfuglien Jets Jersey , highly specific prospect pool, especially in a member-based organization, figure out that the word will filter back to your organization eventually, so they feel that this may be an opportunity to air their gripes and get something done on their behalf without complaining directly to you. You can also gather information on the positive side as well, as compliments are far more rare then complaints from customers or members of the organization.
Customer service benefits aside Nikolaj Ehlers Jets Jersey , true primary research generates not only anecdotal information on your current customers or members, but if you include ex customers or former members in your scheme, there is quantitative data generated that can be projected accurately over the entire audience or prospect pool. And in that data is where the creative inspiration hides.
Inspirational data often comes from the most unexpected numerical comparisons. Most marketing data mirrors the expectations that were built into the questions in the phone survey. In the face of that effect, there is often one set of data that stands out as an unexpected result, either very positive Bryan Little Jets Jersey , or extremely negative compared to your own "feel" for that issue.
The other comparison that lends itself to driving a creative "hook" is the comparison between the data from your current constituents and your former constituents. Not only will this comparison show you what facets of your organization are working well and retaining customers, but it will also show some of the reasons why the ex-customers left. Those are the things you can address in your creative strategy to shore up those perceptions that could be discouraging potential customers from doing business with you.
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