What else do you have to know?

• Keep your strategic information to yourself: You don’t need to (and should not) give everything away. Any specific information you uncover that gives you an advantage over your direct competitors – and would likewise help your competitors if they should get their hands on it – you should keep to yourself.
• It’s not that expensive: Some people balk at the cost of research. But think about it – what’s a few thousand dollars to survey a few hundred people? For the amount of money you’d spend on a modest media buy (and for a short period at that), you could gain raw material for articles, press releases, premium guides, Web content, direct mail, e-newsletters and more. In the greater marketing context, the right marketing research is a
  Leadership Lessons From The Poker Table
  Poker, the little game that took hold in the 1800’s, has grown into a global phenomenon. From card rooms to house games, from the World Series of Poker to the Internet, people are smitten with this game and as with most games, poker parallels life. We can, in turn, learn a lot from poker.On the surface, poker is a game of card hands, bluffs and strategic betting. Beneath the surface, however, poker is an intricate dance of risk management, resource management, and psychology. It is a great opportunity to improve your ability to navigate the tricky world of leadership.Know the table and know your hand:You cannot win, if you do not know the rules. Converting your hand to the best possible payoff within these rules is the only way to win. The hierarchy of hands, wild cards, the number of players, betting order, and card exchanges
  Marketing research isn’t just a way to collect opinions, measure awareness or test positioning statements any more. Packaged correctly, your research itself can be your message. You can turn your results into media stories that attract favorable publicity and establish you or your business as an authority. Or you can craft compelling premiums – reports, guides or booklets – with must-have information that generates leads.

  Case in point: I worked with an agency that promised its client, a software provider in the mergers and acquisitions field, 500 qualified leads for its sales team. The entire campaign, from print ads and direct mail to e-mails and telemarketing was built around a booklet of insights on how to do better deals. The substance of the book came from one-on-one interviews with the client and its customers. The offer worked: we ultimately pulled at least 1,200 qualified leads, more than doubling the client’s expectations.

  Another case: One my other clients, a franchise marketing agency in New Jersey, initiated research to poll franchise executives regarding agencies and agency relationships. But the interviews proved deeper and richer than they had anticipated, yielding a wealth of insights on franchise marketing and franchisor-franchisee communications. The resulting report has become the foundation for a press campaign and a major component of the agency’s branding and lead-generation efforts, which are pulling in clients as I write.

  I talked to Rich Higginson, president of The Princeton Research Group, the firm that executed the research on behalf of the franchise marketing agency. We put our brains together and came up with a few pointers on who should leverage research and how they should go about it.

  Who can package research to their advantage?

  • Businesses with big “brain capital”: Think professional services and consulting firms. Or industries such as financial services, insurance or healthcare. Here, knowledge is money. Any insights you can provide on how customers think, feel, hope and fear has an immediate value your clients will appreciate.
  • Non-profit organizations: In any major fundraising campaign, the real money comes from a handful of big contributors. But before the big players pony up, they want evidence that the need is real, the goal desirable and the organization effective. A third-party report based on objective data can be the story you need to win over major contributors.
  • Political organizers: Gathering support for a referendum, such as a tax override, can be tough work. But you can soften the ground by distributing research that lets voters know what their neighbors are thinking. Likewise, incumbent parties can package data regarding constituent desires – what voters said they want from their government – with facts on how the government has responded to their concerns.

  What do you do with the research you’ve gathered?

  • Pepper your press releases: Reporters are often too busy to conduct deep investigations on their own. That’s why editors really appreciate press releases loaded with fresh, objective information that can form the core of new stories. Example: “In a survey of leading American textile manufacturers, 85% believe that competition from China will cripple the nation’s textile industry in the next five years.” Or: “Consumer surveys indicate that CD music sales still run strong in the 50+ crowd.”
  • Share it in your own bylined articles: Consultants and other service providers looking to establish “thought leadership” are always eager for ideas on which they can build bylined articles. One good research study can become fodder for a half-dozen substantive articles based on the data you’ve gathered. These may be placed in industry-relevant publications. Or you can bypass traditional media and distribute your articles online through a syndication site such as EzineArticles.com.
  • Put together a premium to attract leads: It’s one of the perennial problems of business-to-business marketing: how do you get the attention of the big decision-makers and top executives you must persuade to make the sale? Here’s your ace-in-the-hole: they’re hungry for information. They want to know what the market’s up to; what their competitors are doing; what their colleagues think; what their customers desire. Consider packaging your research into white papers, reports or guides you can use as offers in a lead-gen campaign: “Call today for our free guide, 8 Things You Must Do to Engage Hispanic Consumers.” These same reports make excellent downloads from your website (in exchange for basic contact information, of course).

  What else do you have to know?

  • Keep your strategic information to yourself: You don’t need to (and should not) give everything away. Any specific information you uncover that gives you an advantage over your direct competitors – and would likewise help your competitors if they should get their hands on it – you should keep to yourself.
  • It’s not that expensive: Some people balk at the cost of research. But think about it – what’s a few thousand dollars to survey a few hundred people? For the amount of money you’d spend on a modest media buy (and for a short period at that), you could gain raw material for articles, press releases, premium guides, Web content, direct mail, e-newsletters and more. In the greater marketing context, the right marketing research is a
    Do You Feel You've Hired the Right Graphic Designer for Your Small Business? Here are 5 Indicators
    As a kid, did you ever find a shiny yellow rock that you thought might be gold? Well growing up in Ohio I came across a number of rocks that had a flash of golden metal that I thought were exceedingly valuable, so much so that I took the rocks back to my parents to find out how rich I was going to be. As you’ve probably guessed, they weren’t worth much. In fact, they were not worth more than the paper sack I had carried them in.While they aren’t looking for rocks, I’ve found that business owners and managers have the same challenge looking for the right designer for their company. And like me when I was young, when they find something they think is valuable, they often have no way of knowing how valuable the rock, or in this case the designer really is.The big challenge for business owners is how to evaluate if they’ve made a good
    interviews proved deeper and richer than they had anticipated, yielding a wealth of insights on franchise marketing and franchisor-franchisee communications. The resulting report has become the foundation for a press campaign and a major component of the agency’s branding and lead-generation efforts, which are pulling in clients as I write.

    I talked to Rich Higginson, president of The Princeton Research Group, the firm that executed the research on behalf of the franchise marketing agency. We put our brains together and came up with a few pointers on who should leverage research and how they should go about it.

    Who can package research to their advantage?

    • Businesses with big “brain capital”: Think professional services and consulting firms. Or industries such as financial services, insurance or healthcare. Here, knowledge is money. Any insights you can provide on how customers think, feel, hope and fear has an immediate value your clients will appreciate.
    • Non-profit organizations: In any major fundraising campaign, the real money comes from a handful of big contributors. But before the big players pony up, they want evidence that the need is real, the goal desirable and the organization effective. A third-party report based on objective data can be the story you need to win over major contributors.
    • Political organizers: Gathering support for a referendum, such as a tax override, can be tough work. But you can soften the ground by distributing research that lets voters know what their neighbors are thinking. Likewise, incumbent parties can package data regarding constituent desires – what voters said they want from their government – with facts on how the government has responded to their concerns.

    What do you do with the research you’ve gathered?

    • Pepper your press releases: Reporters are often too busy to conduct deep investigations on their own. That’s why editors really appreciate press releases loaded with fresh, objective information that can form the core of new stories. Example: “In a survey of leading American textile manufacturers, 85% believe that competition from China will cripple the nation’s textile industry in the next five years.” Or: “Consumer surveys indicate that CD music sales still run strong in the 50+ crowd.”
    • Share it in your own bylined articles: Consultants and other service providers looking to establish “thought leadership” are always eager for ideas on which they can build bylined articles. One good research study can become fodder for a half-dozen substantive articles based on the data you’ve gathered. These may be placed in industry-relevant publications. Or you can bypass traditional media and distribute your articles online through a syndication site such as EzineArticles.com.
    • Put together a premium to attract leads: It’s one of the perennial problems of business-to-business marketing: how do you get the attention of the big decision-makers and top executives you must persuade to make the sale? Here’s your ace-in-the-hole: they’re hungry for information. They want to know what the market’s up to; what their competitors are doing; what their colleagues think; what their customers desire. Consider packaging your research into white papers, reports or guides you can use as offers in a lead-gen campaign: “Call today for our free guide, 8 Things You Must Do to Engage Hispanic Consumers.” These same reports make excellent downloads from your website (in exchange for basic contact information, of course).

    What else do you have to know?

    • Keep your strategic information to yourself: You don’t need to (and should not) give everything away. Any specific information you uncover that gives you an advantage over your direct competitors – and would likewise help your competitors if they should get their hands on it – you should keep to yourself.
    • It’s not that expensive: Some people balk at the cost of research. But think about it – what’s a few thousand dollars to survey a few hundred people? For the amount of money you’d spend on a modest media buy (and for a short period at that), you could gain raw material for articles, press releases, premium guides, Web content, direct mail, e-newsletters and more. In the greater marketing context, the right marketing research is a
      Shrinkage Control
      What has been your store's shrinkage experience for the last two years? What will it be this year? If it has not been as good as it should have been, now is the time to analyze the possible causes and take steps to keep shrinkage in line this year.WHAT IS SHRINKAGE?The difference between the perpetual book inventory and the physical inventory count is called shrinkage. The book inventory is a record of what ought to be on hand in view of what has been received, what has been sold and price changes. Physical inventory count is the volume and value of all the goods actually on hand.CAUSES OF SHRINKAGEShortages can and will occur at every point where merchandise changes hands or paperwork is created or processed. Proper systems with built-in controls must be put in place to eliminate or reduce these shortages. While there
      ng campaign, the real money comes from a handful of big contributors. But before the big players pony up, they want evidence that the need is real, the goal desirable and the organization effective. A third-party report based on objective data can be the story you need to win over major contributors.
    • Political organizers: Gathering support for a referendum, such as a tax override, can be tough work. But you can soften the ground by distributing research that lets voters know what their neighbors are thinking. Likewise, incumbent parties can package data regarding constituent desires – what voters said they want from their government – with facts on how the government has responded to their concerns.

    What do you do with the research you’ve gathered?

    • Pepper your press releases: Reporters are often too busy to conduct deep investigations on their own. That’s why editors really appreciate press releases loaded with fresh, objective information that can form the core of new stories. Example: “In a survey of leading American textile manufacturers, 85% believe that competition from China will cripple the nation’s textile industry in the next five years.” Or: “Consumer surveys indicate that CD music sales still run strong in the 50+ crowd.”
    • Share it in your own bylined articles: Consultants and other service providers looking to establish “thought leadership” are always eager for ideas on which they can build bylined articles. One good research study can become fodder for a half-dozen substantive articles based on the data you’ve gathered. These may be placed in industry-relevant publications. Or you can bypass traditional media and distribute your articles online through a syndication site such as EzineArticles.com.
    • Put together a premium to attract leads: It’s one of the perennial problems of business-to-business marketing: how do you get the attention of the big decision-makers and top executives you must persuade to make the sale? Here’s your ace-in-the-hole: they’re hungry for information. They want to know what the market’s up to; what their competitors are doing; what their colleagues think; what their customers desire. Consider packaging your research into white papers, reports or guides you can use as offers in a lead-gen campaign: “Call today for our free guide, 8 Things You Must Do to Engage Hispanic Consumers.” These same reports make excellent downloads from your website (in exchange for basic contact information, of course).

    What else do you have to know?

    • Keep your strategic information to yourself: You don’t need to (and should not) give everything away. Any specific information you uncover that gives you an advantage over your direct competitors – and would likewise help your competitors if they should get their hands on it – you should keep to yourself.
    • It’s not that expensive: Some people balk at the cost of research. But think about it – what’s a few thousand dollars to survey a few hundred people? For the amount of money you’d spend on a modest media buy (and for a short period at that), you could gain raw material for articles, press releases, premium guides, Web content, direct mail, e-newsletters and more. In the greater marketing context, the right marketing research is a
      Cheap or Chic? Choosing The Right Promotional Pens
      Promoting your business means more than business cards and phone book advertisements. You need a promotional item or gift that will remind consumers you have something they want. One of the most effective and least expensive products that meet this need are promotional pens. With hundreds to choose from however, you should take some time to choose the perfect promotional pens for your business.How the ink reaches the paper is one of the first options you’ll find when searching for promotional pens. There are three types of ink delivery pens, ballpoint, rollerballs and gel. Secondly, you’ll have to decide whether your potential clients will prefer stick pens (the kind with lids), twist release or clicking. Would you prefer promotional printed pens with additional functions, like a clock, stylus or light? There are so many choices and considerations
      hat competition from China will cripple the nation’s textile industry in the next five years.” Or: “Consumer surveys indicate that CD music sales still run strong in the 50+ crowd.”
    • Share it in your own bylined articles: Consultants and other service providers looking to establish “thought leadership” are always eager for ideas on which they can build bylined articles. One good research study can become fodder for a half-dozen substantive articles based on the data you’ve gathered. These may be placed in industry-relevant publications. Or you can bypass traditional media and distribute your articles online through a syndication site such as EzineArticles.com.
    • Put together a premium to attract leads: It’s one of the perennial problems of business-to-business marketing: how do you get the attention of the big decision-makers and top executives you must persuade to make the sale? Here’s your ace-in-the-hole: they’re hungry for information. They want to know what the market’s up to; what their competitors are doing; what their colleagues think; what their customers desire. Consider packaging your research into white papers, reports or guides you can use as offers in a lead-gen campaign: “Call today for our free guide, 8 Things You Must Do to Engage Hispanic Consumers.” These same reports make excellent downloads from your website (in exchange for basic contact information, of course).

    What else do you have to know?

    • Keep your strategic information to yourself: You don’t need to (and should not) give everything away. Any specific information you uncover that gives you an advantage over your direct competitors – and would likewise help your competitors if they should get their hands on it – you should keep to yourself.
    • It’s not that expensive: Some people balk at the cost of research. But think about it – what’s a few thousand dollars to survey a few hundred people? For the amount of money you’d spend on a modest media buy (and for a short period at that), you could gain raw material for articles, press releases, premium guides, Web content, direct mail, e-newsletters and more. In the greater marketing context, the right marketing research is a
      Finding Jobs
      Today, the economy is growing. But, that means little to individuals who are looking for jobs. Because it is very hard to find a good quality job that is in the field of your study, it takes real dedication to get in. Not only is it a lot of pressure from this front, but for parents who are looking for the right way to steer their children as well. There are fields we know are growing, and then there are those that are falling. But, the real importance is finding the jobs that everyone wants and being better than everyone else.Your first step is starting young. Sure, you have college and learning to do, but you also need to start early to get your foot in the door. Having a basic foundation to build your career is much more stable than just having the education. For this, if you plan to work in a hospital, get your foot in the door while you are y
      your research into white papers, reports or guides you can use as offers in a lead-gen campaign: “Call today for our free guide, 8 Things You Must Do to Engage Hispanic Consumers.” These same reports make excellent downloads from your website (in exchange for basic contact information, of course).

    What else do you have to know?

    • Keep your strategic information to yourself: You don’t need to (and should not) give everything away. Any specific information you uncover that gives you an advantage over your direct competitors – and would likewise help your competitors if they should get their hands on it – you should keep to yourself.
    • It’s not that expensive: Some people balk at the cost of research. But think about it – what’s a few thousand dollars to survey a few hundred people? For the amount of money you’d spend on a modest media buy (and for a short period at that), you could gain raw material for articles, press releases, premium guides, Web content, direct mail, e-newsletters and more. In the greater marketing context, the right marketing research is a downright bargain.
    • The Web is changing everything: Back in the old days (meaning: just a few years ago) your opportunities to disseminate information were limited to your influence with the media. But the Web has evolved into an extraordinary messaging platform that often leaves the traditional media players behind. Think of what’s available now to help you distribute your information: blogs, e-newsletters, virtual networks and communities, press release syndication sites, article syndication sites, e-book downloads, Web-specific publishing sites. These and other online mediums can help you get the word out. And through the power of hyperlinks and search engine robots, your word can spread must faster in bits and bytes than it would in ink or broadcast signals.

    Make research part of your message Before you begin your next big PR or marketing campaign, think about conducting research first – not simply as a guide for your campaign, but as the very substance of your offers, your message, your brand. Because the best way to rise above the clutter is to give your prospects something better than more clutter – honest-to-goodness information and insight they can really use.