Answers to Your Questions on Integrated Marketing Strategy and the Big Picture
Question: Robert besides existing data points, what do you feel is the best way to gather additional customer insights? Surveys? Market research? I know it's a loaded question depending on the segment, but have you seen anything work very well that we may not be aware of? What's the best way to get specific and large volume customer insight?
Robert Brosnan: Yes, surveys are good if you can tie back to an individual customer id. You can also buy data off a third party to provide enhanced segmentation and insight. Many can match to individual customers. Think Experian, Acxiom, etc.
Question: What are some strategies to incorporate an integrated marketing approach with in a distributed model. For example how do you provide a overall marketing program for franchisees?
Robert Brosnan: Good question. Distributed marketing is an area we're seeing lots of innovation. Often we see the corporate office buying new technology platforms for this purpose and even providing coop funds to drive adoption within franchisees.
Question: Distributed Marketing-that is the exact situation I am dealing with. The biggest challenge I face is how to make it easy for franchisees who are running a business and are not marketers. What innovations are you seeing here?
Robert Brosnan: There are vendors offering "lightweight" campaign management for non-marketers, allowing them to customize or personalize brochures or email. These platforms also supply customer data back to users to send out those targeted campaigns. Look at Distribion, Direxxis, Balihoo, MarcommCentral, Sapient, etc.
Question: Can you talk more about how to get customer intelligence when you sell through dealerships? Dealerships often don't have great customer data-just anecdotal. Our end users are schools primarily ... many are not tech savvy although our website traffic is growing.
Robert Brosnan: What are the interactions you have with customers: sales and/or service events?