‘What is a ‘Spinach helpful tip’? – When a friend tells you what you don’t know – especially when you don’t know it!
In an earlier installment we explored Socratic Questioning methods that you should utilize for Questioning Inferences and Conclusions: As we work through the different tools in our Marketing Technology stack that are supposed to deliver the information and data from which Sales & Marketing Leaders derive their inspiration. Once we have the inspiration do we have another ‘buggy whip’ or a race car?
‘Now what? What do you do now?“, you’ve caught the proverbial car, you have captured all the raw data, sifted information, screened your dashboards, and put every charts imaginable in your PowerPoint presentation. As Sales and Marketing Leaders you’ve accessed your syndicated retail sales data from Nielsen, IRI and SPINS data, now you know what has happened historically. You’ve caught the car, now it’s critical to learn from your real time marketing research. It’s time to incorporate marketing analytics so you have a better understanding what is important.
You must understand the difference between making marketing & advertising decisions and selling based upon the historical dashboard data and information captured in our syndicated retail sales data versus marketing analytical tools. It’s really quite simple – syndicated retail sales data looks at what happened ~ it does not have any idea what caused the outcomes or what could influence them. Tat’s where I, as a consumer of the tools hold the key – now is where we align our syndicated retail sales data with our buyers persona’s. You’ve caught the car – now, it’s time to confirm what to do with the car!
What to do with all of your data analytics and in-house tools from your Marketing Technology stack and determine what is going to work with your confirmed buyer persona’s.
Using contracted services from vendors such as SSI, a premier global provider of data solutions and technology for consumer and business-to-business survey research (as they define themselves on their website).
Let’s take a look at an industry leaders like SSI:
SSI’s website states: Currently celebrating 40 years providing research and sampling science knowledge they offer their customers assurance that their outcomes are valid based upon unbiased data.
- Options including single or multiple modes of contact and data collection, and single or dual frames
- Gamification, shelf tests, heat maps, drag / drops, flip books, 3D views and more mobile-friendly surveys
- Fast, easy surveys give respondents a positive experience, encourages taking part in future research
We’ve used our Socratic questioning to ensure there is no bias or fault in the data we are using – questions focused on inferences and conclusions:
- How did you reach that conclusion?
- Could you explain your reasoning?
- Is there an alternative, plausible conclusion?
- Given all the facts, what is the best possible conclusion?
Now that we’ve taken the data, we’ve manipulated it and we’ve converted it into information ~ Now it’s time to develop our marketing programs and deliver customizable solutions that are going to grow our brand.
Here is where your in house marketing department, your agency and contracted services work together to provide enhanced marketing, memorable product experiences for your buyer persona’s and promotional support through real-time social & digital marketing in the correct channels they are on combined with dedicated onsite customer engagements to promote sales and grow your brand. Programs that are based upon sound research and analysis, that are monitored, evaluated and tweaked/updated to optimize their outcomes.
That’s what it is all about – taking your Market analysis – your buyer persona’s – using your dashboards and information from your Marketing Technology stack test your outcomes and deliverable’s with a vendor like SSI providing gamification, shelf tests, heat maps, drag / drops, flip books, 3D views and more mobile-friendly surveys. Now it is time for the proverbial rubber to meet the road and win the race:
- Enhance brand awareness
- Build Brand image awareness
- Facilitate Product trial and usage
- Rebate and Coupon support at point of sale
- Sales support with the optimum tools
Our goal is to drive sales and grow our B2B and B2C business. To make sure that we achieve our goals we have to follow the old sage advice of those who came before us and plan the work, and work the plan. Today we have better and more effective tools to plan the work, and when developing our Marketing Plans, determining the 4 P’s of Product, Price, Promotion and Place we are testing and confirming the data and information we already have with our customers using gamification (Using game-like elements to make surveys and mobile app experiences more appealing and engaging to users. – definition by SSI ), shelf tests (virtual store cloud source testing) and others tools to validate our 4 Ps ~ product, packaging, pricing and placement. That’s how we tell each other if we have spinach in our teeth.
What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!
Chris A. Marshall