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Developing Messaging for Tech Marketers

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mfbertozzi
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Re: Guessing/Assuming vs. Knowing
mfbertozzi   10/6/2011 3:02:58 AM
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Well Ariella, thanks, it is nice. I am convinced for a few people much more professional is the poll and much less is the spontaneus way for replying. Sometimes basic tools as "doodle", for example, could allow to be more realistic ;-)

Ariella
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Re: Guessing/Assuming vs. Knowing
Ariella   10/5/2011 7:16:19 PM
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My husband told me about a company's attempt to gather data on its product in a very low tech fashion. At the place where he works, the coffee machines were now replaced by Tassimo ones. He said that representatives from Tassimo spent half the day there talking to each person who approached the machine (they did this on each floor occupied by his business with coffee machines). They offered to show them how it works and to explain why it takes longer to brew than the machine there previously. Their contention is the longer process yields better coffee. My husband's view, however, is that the longer process yields worse coffee with more time wasted. I'm wondering, though, if people would generally be more polite about the product when speaking with the reps than they would if writing things down without a person to react to their views.

mfbertozzi
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Supply Network Guru
Re: Guessing/Assuming vs. Knowing
mfbertozzi   10/5/2011 3:43:57 PM
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Thanks Ariella, it is a wonderful analysis and I full agree with you. I believe the model could be general, even we need to apply some particular difference / customizations, depending on the country and local legal rules.

Piplzchoice
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Re: Measuring vs. Asking
Piplzchoice   10/4/2011 9:09:25 PM
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Ford - There is no one approach or one tool that is available for anyone. The point I was trying to make is that a survey is not the best tool for discovery-there are better tools for that. I have tried to focus on methodology and approach however the budgetary limitations are important and even though there are "free" online survey tools available, I would recommend to consider their use very carefully in B2B environment. Here are the reasons.

For those who invest their time and effort, or professional help, to craft meaningful questions for survey in B2B environment, I would suggest to consider qualitative techniques instead as they would likely to yield much better understanding of customer motivation than survey.

 

Ford Kanzler
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Re: Measuring vs. Asking
Ford Kanzler   10/4/2011 8:38:35 PM
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Piplz - As you likely know, EBN's readership is primarily focused on B2B electronics sales and purchasing in support of design and manufacturing of enterprise and consumer electronics systems. Certainly agree that "analysis of content generated by consumers who purchased products of competitors could be educational."

Suggest that "NLP and behavioral economics models to extract and to measure customer experience attributes or elements" are only one of the ways at getting at the information necessary to help effectively drive a marketing communications effort. Speed and cost questions remain unanswered. These are critical to many B2B tech marketers where budgets for communications research are often very thin to non-existant. Thus my emphasis originally on simple, inexpensive tools to quickly get at customer perceptions rather than guessing. Your company's approach could undoubtedly provide some relevant insight for certain marketers iif it can be easily, quickly and very cost-effectively applied. Electronics OEM suppliers and many of their system manufacturing customers don't have a long history of investing heavily in customer or market research.


Piplzchoice
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Stock Keeper
Re: Measuring vs. Asking
Piplzchoice   10/4/2011 8:05:44 PM
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Ford - we use Natutral Language Processing (NLP) and behavioral economics models to extract and to measure customer experience attributes or elements. The key is availability of content and many CE products that market to consumers have customer generated content available in a form of online customer reviews, company and public forums, internal customer support communications, etc. We do have a few B2B customers and we assist them in engaging their customers to generate meaningful content, but methodology of analysis is the same. A startup would experience the same problems with survey approach, however the analysis of content generated by consumers who purchsed products of competitors could be educational.

Ford Kanzler
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Blogger
Measuring vs. Asking
Ford Kanzler   10/4/2011 7:54:08 PM
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Piplz - Your methodology is likely well tuned for certain tasks. Naturally asking the right questions of customers is at the core of any attempt at market understanding.

How would a tech marketer at a startup, a newly arrived or lesser-known B2B brand apply your tools? Could they discover comparative perceptions between two or more competing brands? What would it cost and how long would it take to capture and synthesize meaningful information for application to marketing communications efforts?

Piplzchoice
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Stock Keeper
Forgot to mention
Piplzchoice   10/4/2011 7:43:23 PM
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We can also measure a messaging efficacy by analysis of words customers use to describe their experience with the product and comparing it to the marcom messages verbatim.

Piplzchoice
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Stock Keeper
There is no need for guessing
Piplzchoice   10/4/2011 7:40:45 PM
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Survey is NOT a good tool for discovery of your customers motivation because you have to start with assumptions of what questions are important and how to ask them. Most surveys are asking questions that are important to people who design the surveys. There are better and more economical tools to do customer intelligence and survey is an excellent tool for validation of your discoveries.

My company developed technology that can discover what is important to customers of most consumer electronic products within 24 hours, measure HOW important that is, and WHAT is delta between their expectations and experience. Here is an example

Market Intelligence analysis

Ford Kanzler
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Blogger
Re: Surveying customers
Ford Kanzler   10/4/2011 11:00:44 AM
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Areilla - Yes. You can pay respondants for more of their time. However, depending on how large a sample a marketer is working with, it can become rather expensive. Just offering a dollar can help substantially boost response rates. The focus of this column is about the ease and simplicity of surveying customer attitudes these days vs. just guessing about what's important in developing your communications campaign messages.

Additionally, throwing rewards into the equation can slant the kinds of responses and the types of people who respond. For example offering an iPod, while appearing to be a valuable participation reward, can skew surevey results due to the characteristics of people who desire such an item. We're getting into an area where professional market research help becomes necessary to obtaining desired results. How and why research is conducted depends on a wide range of factors.

My primary suggestion is that marketers keep their audience research simple and use quick, easy, Web-automated methods to uncover anwers to an essential question that provides them with the right information to communicate more effectively. Knowing rather than guessing.

I've also employed surveys and polls to create new information about a market which, in turn becomes newsworthy enough to apply to the public relations program. This becomes a tactic for a thought leadership program by demonstrating a brand's intelligence to its market. Uncovering new information about market attitudes, trends or issues and applying it to outbound promotion, is a generally under-used PR strategy. Its been done in the consumer sector. It can work in B2B tech markets equally well. People are hungry for new information they can use. Developing fresh content, of interest to your market via research methods, is an exciting strategy that can clearly set a brand apart from its competitors.

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