Key Take Away:
This webinar will explain the importance of market research in developing an effective branding and marketing strategy and how research can improve creativity.
Know how several successful retailers use various types of strategic marketing research to get to know their customers better. It's more than statistics -- it's building an action marketing plan based on what the customer tells you about your stores and the competition. Using a Perceptual Map to determine your position and plan to get where you want to be.
Why Should You Attend:
Fear: Many brands fail to differentiate themselves from the competition because they often try to emulate what the other successful competitors have done with similar products or services. They don’t have the facts to make an intelligent decision. Marketers are afraid that customers won’t recognize and value the differentiating key points of the brand and therefore they try to say the same thing and offer the same benefits that the other brands offer. In fact, they get lost in a sea of similarity and fail to gain market share in the process or fail altogether. By understanding through research what motivates the customers to choose one brand over another, the brand fails to develop a relationship with the customer and thus there is no loyalty nor recognition of why one should continue to purchase and use one brand over another.
Uncertainty: Faced with this the marketer often resorts to the most common denominator and that is often price. Feeling that price is the prime motivator, the marketer resorts to one promotion after another and becomes obsessed with driving sales and trial through discounts and sales events that look just like the competitors. Price perception is only one part of the equation. It’s important to build understanding of what differentiates one brand and why the customer should remain loyal to yours and not the competition. To do this, you have to understand how the customers think and what motivates them to try one product or service over another. That’s where research comes in. What will stimulate them and create an emotional value to more customers more often.
Areas Covered In This Webinar:
• Developing a Perceptual Map to determining where you are and where you should be
• The Desired Future State Process…a plan in writing to make your vision a reality
• Using research effectively to build a successful brand and marketing campaign
Who Will Benefit:
• Senior Management
• Marketing Managers
• Advertising Managers
• Creative Staff
• Brand Management Team
• Product Development Team
• Advertising Agency Management Team
• Market Researchers
Ken Banks brings more than 30 years of retail marketing experience to his consulting and presentations business, where he specializes in helping companies to develop effective brand strategies.
A retail marketing executive with companies like PetSmart, Circuit City, Eckerd, and Procter & Gamble and advertising agencies like Doner and Fahlgren, Ken has also served on the advisory boards at both Texas A&M and the University of Florida. He has been an adjunct professor in graduate marketing studies at Schiller International University and University of Florida.
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