Goal setting is not as easy as it sounds…

April 30th, 2012

We’re all familiar with the adage of setting SMART goals (Specific, Measureable, Attainable, Relevant, Time-framed).  But I submit that’s only half the story. Continue Reading…

You Can’t’ Manage what you Can’t Measure

April 26th, 2012

The good news is that we’ve got more marketing tools than ever at our disposal – social media, email, websites & blogs, SEO & PPC and much more.  The bad news is that with all of those tools, it’s becoming more and more difficult to manage and measure them.

Now more good news… the marketing landscape is filled with a wide variety of tools to help you do just that.  I came across a really great infographic (below) that lists scores of tools and where they can help.  My thanks to WordStream. Continue Reading…

Don’t bury old-school advertising just yet…

April 24th, 2012

I know, the marketing & sales world appears to be driven these days by social media, blogs and websites.  But I find it very interesting that many of these ‘social’ sites or users of social media are turning to old-fashioned advertising to make a name for themselves.  Two quick examples… Continue Reading…

Creating your Elevator Pitch

April 16th, 2012

It’s Springtime… and that means making plans to attend some of our industry conferences… keynote speakers, breakout sessions, visiting the exhibits and (gulp!) networking.  Yes, networking, that dreaded process of having to introduce yourself to a complete stranger and connect on some “business” level – to see if there’s the possibility of perhaps working on a project together at some point.

I once read that one of peoples’ biggest fears – other than death and public speaking (and death is third on the list) – is being at a party and not knowing anyone there.  And isn’t networking at a conference a little like that?  No wonder we hate it so much.

Continue Reading…

Lessons Learned at a Restaurant

April 9th, 2012

At the risk of preaching to the choir, I’m gonna tell this story…

Because you’re in the market research industry, I’m sure you’re doing some sort of client satisfaction study following each project.  Perhaps some combination of quant and qual… maybe with a little Net Promoter Score thrown in for good measure.  Then you track it and trend it over time to make sure you keep getting better.  Great!  Keep it up.

What I have found over the years, however, is that even if you get a decent percentage of your client satisfaction surveys returned, often they don’t include very much “actionable” feedback.  The clients will tell you if they liked or didn’t like your work, maybe give you some vague specifics (e.g. “Our Project Manager wasn’t very responsive.”), but that’s about it.  Not a lot to work with, is there?

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The One Question You Need to Ask to Improve Your Marketing

April 2nd, 2012

On our website, we write about the Marketing Loop.  The Marketing Loop is the foundation for the process we follow in all of our marketing & sales plan development and coaching work with clients.

The idea of the Loop means that your marketing is planned and executed, results are measured, recommendations are made from what is learned and it’s done a little better the next time.  That is, it’s a process of continual improvement.

And the part of the process that seems the most difficult for nearly all organizations is ‘measurement.’  Why?  I think measurement is perceived as difficult because it requires nearly as much discipline as the execution of the marketing tactics themselves.

Continue Reading…

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