In
order to develop the optimum marketing strategy and correct messaging
across all elements of each campaign, The Shields Group implements a targeted market
research survey. The end result of this study is a thorough market
analysis and segmentation report, outlining the exact approach that
will be most likely to achieve the client’s key business goals.
Depending on the need of the client and the goal of our work, this
research phase can range from short and informal to incredibly
comprehensive. Regardless of the scale, however, the issue is the
same: develop a profound understanding of the target market, based on
answers to questions like these:
How should we segment
the target market logically, in order to approach the right people
with the correct message?
What are the overall
business trends exerting pressure on key decision-makers in this
market?
Which frustrations
capture the most attention and thereby have the greatest potential for
use in messaging to make the most compelling business case?
What are the
characteristics of the best targets for the client’s solutions?
How satisfied is the
market with its current solutions? Where are the specific areas of
concern and dissatisfaction?
How do vertical
markets differ from one another regarding the perceived value of new
solutions?
What title types are
typically involved in the decision-making process? In what way is each
involved, and at what points in the process?
How do we get the
sales force more fully engaged with top-level decision makers at key
accounts?
Which features are
considered “nice to have” versus those tied to hotter emotional issues
and strong business needs?
What percentage of the
market has a current interest?
What are the
characteristics of an appropriate channel partner to market the
client’s products/services?
What are best ways to
motivate channels partners to sign up? What will it take to get them
oriented and actively selling the product immediately and effectively?
What trade magazines
and business publications are decision-makers reading in each vertical
market? Which shows, seminars, and events do they attend? What Web
sites have they come to trust?
Based on this, where
should our public relations efforts be concentrated?
