For Your Toolbox: Census Business Builder

I’ve previously written about the importance of conducting secondary research first, that is, to seek out data that has already been compiled by someone else when it is available. One of the most useful sources of data for current or prospective business owners comes from Census databases. When most people think about the Census, their minds go to the gathering of population counts, demographics, incomes, and the like. While this is certainly a large part of the gathered data, and a potentially very useful part for business owners, the scope…

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The Recipe for Clear Positioning

After segmenting your potential audiences and selecting the ones to target, clear positioning is the next critical step for success as a brand. This is what will define what space your brand occupies in the minds of your audience relative to your competitors. As illustrated above, it is the intersection of the category set to which you and your competitors belong, that which sets you apart from those competitors, and that which will have relevance to your target market. This intersection can be seen as the basis for a recipe…

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Reliving the Moment – Highlights During Lockdowns

It’s a rough time for die-hard sports fans. Those of us who are the type to get deeply invested in a team or sport have been left bereft, at the risk of sounding too dramatic. While the forced lockdown is rough from the fans’ perspective, it is even more so for sports franchises themselves, with profit margins all but decimated or the near future. One crucial task to keep in mind for teams’ marketing professionals is keeping fans engaged on social media, as I discussed in a recent post. The…

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The Proposal: Marketing Research

Before undertaking a research process, especially a lengthy or costly one, it is in everyone’s best interests to draft a research proposal that all decision-makers can review and agree upon. One article on the matter states that “The proposal is a rationale for undertaking a research project and as such it must be persuasive, written in non-technical language and thorough in its analysis.” The proposal serves several functions, a few of which I will briefly explore here. Facilitates marketing research planning Utilizing a research proposal allows the researcher and all…

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Visual Sharing – Infographics for Research Results

So you’ve completed your research. You’re ready to share your results to recommend the best path for a marketing team to take based on the data you’ve gathered, analyzed, and interpreted. With the work you’ve put in, you may be tempted to include every relevant step that was taken and process that was undergone in your presentation, to better justify the time and budget spent on the research. Unless your audience consists of fellow researchers, you will have to resist that urge. At the end of the day, your audience…

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Visual Sharing – Infographics for Research Results
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The Statement of Work – An Outline for the Independent Marketer

If you work for a marketing consulting firm, there is most likely a standard template for a statement of work to use with clients. If you work in-house for the marketing department of an organization, a statement of work is likely not needed. But if you are starting a journey as an independent marketing consultant, it is important to make sure your standard statement of work is complete, concise, and compatible with your business model to benefit both you and your clients. Here is an outline to get you started.…

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The Statement of Work – An Outline for the Independent Marketer
Top view of young business colleagues shaking hands on deal. Charts and laptop on table showing statistics and graphics.

Differences Analysis: Types and Uses

The comparison of differences among groups or categories is one of the most foundational reasons why marketing research is conducted. The analysis of differences can help you or your organization segment more efficiently, understand the different types of marketing content to create, predict the kinds of behaviors your audience will engage in, and so much more. Comparing means is a commonly used tool in research, and the different types of means comparisons have an immense number of applications in marketing. Analyzing those differences to ensure they are applicable will take…

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Differences Analysis: Types and Uses
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The Centrality of Digital Marketing in Sports

Sports as an industry is going through a tough time right now due to the COVID-19 outbreak. Events out of organizations’ control have caused seasons to grind to a screeching halt, causing not only teams and leagues, but sports networks, reporters, and event staff to wonder when normalcy will return. In the meantime, teams have turned to digital channels such as Twitter to maintain fan engagement, which I went into more detail on in a previous post.  But even in the best of circumstances, digital has become more than just…

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The Social Media Audit

When developing or altering your social media strategy, the first step is to make sure all your goals, resources, and decision-makers are in alignment regarding the direction you’re going to take it. But that should be a given. The very next step is where the real work begins. You, or your organization, whatever the case may be, need to perform an audit of all your existing social media.  SproutSocial put together several steps to conducting a successful social media strategy. I’ve condensed it a bit for this post, but the…

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Research Efficiently – Secondary Research First

Chances are, you’ve heard the saying “don’t reinvent the wheel.” The basic sentiment is how pointless it is to put effort into creating something that has already been done. Well, the same applies when you need answers or insights. Research can be a very involved, time-consuming, and expensive process depending on what your goals are and what study method is appropriate. But don’t default to that train of thought immediately. First, make sure you’ve exhausted all accessible sources of secondary research. Take a look at this simple Venn diagram by GeoPoll.com.…

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