|
RESEARCH ENHANCES MARKETING PLANS
"Market research: we don't have the time or
money to do that. Besides, we know what our
customers and prospects think. We just need to get
the marketing plan done."
I can't tell you how many times I've heard this
comment from clients when I've suggested
conducting market research prior to developing a
marketing plan!
Currently I'm developing an integrated marketing
communications plan for a client and realize once
again just how important research is to the
planning process. Not only has it provided greater
insight into the key issues and challenges the
organization is facing, it has helped guide the overall
planning process. Facilitating a SWOT Analysis
session with several different individuals and groups
has been particularly beneficial.
Conduct research if possible
I realize that conducting primary research may not be
possible for some clients due to time and/or budget
constraints. However, it can benefit your business or
organization greatly if you take the time to conduct
research, particularly if you're developing an integrated
marketing communication plan. Why? Because
solid
marketing plans rest on sound research.
What is a SWOT Analysis?
The
granddaddy of focus group data gathering processes
is the traditional SWOT Analysis, which can be
conducted for a business/organization, a concept, a
program, or a new initiative.
SWOT Analysis process
SWOT stands
for: strengths, weaknesses, opportunities, and threats.
You can pose SWOT questions in a
one-to-one interview or group brainstorming session.
Strengths and weaknesses tend to be internal, while
opportunities and threats tend to be external. Keep in
mind that something can be both a strength and a
weakness, or an opportunity or a threat.
What the letters mean
Strengths are comparative advantages
that you
have over competitors.
Weaknesses are internal problems,
deficiencies,
shortcomings, or flaws that will negatively impact your
ability to achieve marketing communications goals.
Opportunities are positives in the
marketplace that you can take advantage of.
Threats are unfavorable trends or events
that
might lead to stagnation, decline, or demise of the
organization/business or one of its programs.
Next steps
After you've gathered all ideas,
look for themes and group information together. If
possible, it's also a good idea to prioritize information.
The integrated marketing plan goals to be developed
later in the planning process are designed to address
these strengths, weaknesses, opportunities, and
threats.
So, the next time you need to develop a strategic
marketing communications plan, consider conducting
market research -- you'll be glad you did!
Please contact me at 651-486-7007 or
bmednick@bkmconsulting.com if you need help
facilitating a SWOT analysis or other type of planning
meeting, or if you need help developing a strategic
marketing communications plan.
|
|
| |
Greetings,
Another summer is whizzing by - I hope
you've been enjoying it!
In this month's e-newsletter, I focus on:
- The importance of market research in developing
a strategic marketing communications plan.
- Results from a recent study that conclude that
social media are clearly changing the way we think
about media and influence.
As always, I hope you find the articles interesting,
useful, and most of all insightful!
Sincerely,
Barbara K. Mednick
|
| |
| |
| |
| NEW MEDIA: NEW IMPLICATIONS FOR PR & MARKETING PROFESSIONALS |
| |
Marketers and public relations professionals today
are confronted with an astounding array of new
communications channels.
Internet-based social
media tools like blogs, podcasts, online video and
social networks are giving voice to the opinions of
millions of consumers, according to a recent survey by
the Society for New Communications Research.
The survey concluded that social media are clearly
changing the way we think abut media and influence.
Influence patterns changing
The Society
for New Communications Research
recently examined how influence patterns are
changing and how communications professionals are
addressing the changes by adopting social media.
The survey, which was conducted from Sept. 2007 to
Nov. 2007, focused on "social media power users"
and included professionals from various industries.
New style of conversation &
community
While mainstream media
continues to play a vital role
in the dissemination of information, even these
traditional channels are increasingly being influenced
by online conversations. According to the study,
the "new influencers" are beginning to tear at the
fabric of marketing, giving rise to a new style of
marketing that is characterized by conversation and
community.
Excitement, fear, fascination
Marketing
and PR professionals are responding to these forces
with a mixture of excitement, fear and fascination. And,
they're alarmed at the prospect of ceding control of
these messages to a community of 'unknowns'.
At the same time, however, they are excited about the
prospect of leveraging these same tools to speak
directly to their constituents without the involvement of
media intermediaries.
Key findings
- Fifty-seven percent of respondents said that social
media tools are becoming more valuable to their
activities as more customers and influencers use
them.
- While blogs, online video and social networks
were ranked as the most popular social media tools,
they spread their activities across a wide range of
channels.
- Fifty-one percent of respondents are formally
measuring the effects of their organization's social
media initiatives.
- There was no clear agreement among
respondents on the best criteria to use in determining
influence.
- Social media were perceived to be more effective
when targeted at younger age groups.
|
| |
|
| |
| READER FEEDBACK |
| |
"Barb - you are so current and on top of things. I
love getting your e-newsletter, so please keep me on
your mailing list."
-- Ann Mays, Director of Volunteers & Interns
WomenVenture, St. Paul MN
I love hearing from you about this e-newsletter, so
please keep your emails coming!
|
| |
|
| |
|
