Online focus groups, concept testing and consumer surveys are three types of primary research from which online execution can provide excellent data at a lower cost and shorter timeframe than conventional phone, mail, or in-person methods. Asking for clients’, customers’ or prospects’ online input often provides a greater response rate than conventional surveys as well.
SAGE: OUR BLOG
adj: wise through reflection and experience
Today, many companies want to assume a strategic market position of “thought leadership.” According to Wiki, the term was coined in 1994 by Joel Kurtzman of the Booz, Allen & Hamilton magazine, Strategy & Business. The term “thought leader” was used to designate interview subjects who had business ideas that merited attention. That definition is still accurate today but has broadened in meaning.
Twenty-six. That’s the number of emails that have magically popped into my “Junk Mail” folder since I left the office last night at 6:00 p.m. These are the ones that made it past our first layer of protection. I’m sure that for some of you, this number is even larger—and more aggravating. Here’s another reality check: from January 2011 to July 2011, Strategic America received 2,866,544 emails.
Well, to start, we’d counter that question with one of our own: What DOESN’T IT have to do with it? From phone systems to networks to servers to teleconferencing to basic email communication (you get the idea), IT makes it all happen. What’s more, if IT staff members are succeeding at their jobs, you’re not aware of their presence at all.
What are the most powerful forces in business? An idea whose time has come? An entrepreneur who passionately devotes him- or herself to its realization and fulfillment? Yes and yes. Then add the impact of scale. Multiply x 50,000 x 100,000. This is where small gets big! This is channel marketing, also known as field marketing.
Channel marketing programs are under constant scrutiny. The expectation is clear … performance delivery. Establishing the program’s objectives must be first and foremost. Defining measurable objectives leads to focused strategies and tactics. A channel marketing campaign objective might be: Increase participation with retail partners by 50% in the second quarter consumer promotion; Increase customer satisfaction by 15% of our signature product or service; or Drive a year-over-year sales increase by 20% in our Top 10 Markets.
We know what you’re probably thinking. Those “creative types.” Their offices exist somewhere far away in the building, they sit in beanbag chairs pulling ideas out of thin air, and they most definitely beat to the tune of their own drummer without much consideration for the typical processes and procedures of the agency. Right? Not at Strategic America.
Our mission statement calls for SA team members to “find a better way, always.” Whether it’s a process enhancement or turning something on its ear for a new perspective or solving a vexing issue that has caused consternation. Every organization has gremlins. Finding a better way is how we chase them out. It’s led us to innovate in the service to our clients.
“How do you do what you do?” can be a question that leads to a long, somewhat arcane, and often interesting response. It may test understanding, sales skills and the comprehension of the listener. Often, it helps to do what we have done for years. Draw it out. Tell a story. Make it relevant. If process becomes interesting, it is because of what happens in the process.
Today, things are moving so quickly, with such velocity, that brand management is more important than ever. Many clients are asking us to initiate account planning in order to assess their positioning related to competitive and market changes. Positioning, tagline development and category differentiators are components of a brand audit that SA conducts. In reputation management, mapping of key messages is extremely helpful to clients addressing advocacy or issues management.