The 2012 Olympic Games are a brand-heavy event. It doesn’t matter where you live or what you do, it’s likely that you’ve come into contact with some form of Olympics-related marketing from brands in recent months. Now, that the Games have started, it appears that brands are taking the concept of event sponsorship to a new level and reaping the rewards. Read more
BLOG ARCHIVE: ALL POSTS FOR July 2012
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Shared Data Plans Survey: Customers With Unlimited Data More Satisfied Than OthersAT&T recently announced that it will offer shared data plans for smartphones, tablets, and similar devices. Similar to a plan that Verizon already uses, the shared data plans will allow all of a household’s devices to use one allotment of data per month. Customers that use this plan will then get unlimited voice minutes and texts rather than a set amount of minutes per month. What do smartphone consumers think about the new shared data plans? And how many use data plans and voice minutes? |
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The Slow Death of Demographic SegmentationIn 2007, I wrote an article for Drew McLellan’s popular Marketing Minute blog called Is Demographic Segmentation Dead? Fast forward five years and the debate over the lifespan of demographic segmentation is still going on. Market segmentation is more complex than ever and the “old rules” are continually questioned. The “new rules” of segmentation have yet to be fully defined. In fact, it’s a constantly moving target, and marketers have to be more flexible and intuitive than ever. Read more |
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Organic Food Survey: Organic Food Eaters More Likely to VolunteerMore and more Americans have been switching over to organic food for a number of different reasons. Some of those consumers claim moral reasons for buying organic. However, a recent study shared by Harvard Business Review’s ‘The Daily Stat’ found that those who viewed organic food labels were not only more likely to judge others’ moral behavior more harshly, but also less likely to spend time helping others. Can eating organic food make people feel better about their moral character? And could it actually affect people’s other moral activities? |
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Brand Review Basics – Part 4External Primary Market Research So far in the Brand Review Basics series, you’ve learned what a brand review is and about the secondary research and internal primary market research you should conduct as part of a comprehensive brand review. Now, it’s time to learn about the external primary market research that is essential to a successful brand audit. Remember, you can’t assume that you understand how consumers perceive your brand and what’s important to them. You have to ask them. Read more |
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London Olympics Survey: Most Fans Will Use New Technology for UpdatesThe Summer Olympic Games in London are just around the corner, and people all around the world plan on tuning in to see their favorite athletes from their country compete. How many Americans plan to tune in this year, and what new ways will they use to keep up with the events? |
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Brand Review Basics – Part 3Conducting Internal Primary Market Research The brand review process doesn’t end with secondary research, which you learned about in Parts 1 and 2 of the Brand Review Basics series. To fully review a brand and position it for ongoing success, you must conduct primary market research as well. In Part 3 of the series, you’ll learn about the internal market research you need to conduct in order to complete a comprehensive brand audit. Why is an internal audit so important? The answer is simple. If your employees don’t believe in your brand, why should paying customers? Read more |
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Microsoft Office Survey: Office Still Most Used in WorkplacesMicrosoft recently unveiled new features for its Office suite to include some cloud-based options as well as usability with tablets and other touchscreen devices. In recent years, more and more Americans have been looking into online programs like Google Docs to replace older programs like Microsoft Office, but the new version could help Microsoft keep many of those customers. How many consumers currently use Office and how many could find its new features useful? |
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Brand Review Basics – Part 2Conducting Secondary Research In Part 1 of the Brand Review Basics series, you learned what a brand review is and how conducting one can benefit your business. Now, it’s time to dive in and learn what kind of secondary research a comprehensive brand review entails. Keep in mind, this secondary research is just one part of your brand review. You also need to conduct primary market research, so stay tuned for Parts 3 and 4 of this series to learn more about primary research. For now, let’s talk secondary research and brand reviews. Read more |
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Cell Phone Use Survey: Majority of People Use Cell Phones While Watching TVAccording to a recent Pew Research study, more Americans are beginning to use their cell phones while doing other activities such as watching TV. Some of those users talk to friends while others look up information using their smartphones. And sometimes the cell phone use actually relates to the shows they’re watching. So how are Americans using their phones while watching TV? And does cell phone use vary among those who have smartphones and those who don’t? |
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Brand Review Basics – Part 1What Is a Brand Review? When was the last time you conducted a brand review? Every brand should be tracked on an ongoing basis, but a brand review (often called a brand audit) is a far more comprehensive analysis of every aspect of your brand that you can imagine. A thorough brand audit could take one month or six months depending on the size of the business and scope of the brand architecture. While few companies invest the time or money into a full brand review, this is the only real way to assess the health of a brand to ensure it’s positioned for success in the future. In my new series for AYTM, Brand Review Basics, you’ll learn what a brand audit is, how it can help your brand, and how to get started with your own review. Read more |
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Flip-Flops Survey: More Than Half Associate Foot Problems with FootwearA recent article, “Flip-flops present feet with painful problem” by CNN’s Marina Csomor, has many Americans talking about the importance of supportive footwear. Some American consumers don’t realize the impact that certain types of footwear can have on foot pain and other issues. How many Americans wear flip-flops, and how do they correlate with foot problems? The article cites a study that says most adult Americans have experienced foot problems, but what does our panel think about the correlation between footwear and these foot problems? |
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Online Survey BudgetsTo do market research at all — and certainly to do it well — takes money. In most cases you’ll be using an online survey platform such as Ask Your Target Market (AYTM), so you’ll have some data collection costs. And even if you’re using an in-house customer list, you may be offering incentives to your respondents. Read more |
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Gun Violence Survey: Opinions Changing After TragedyAt the midnight showing of The Dark Knight Rises in Aurora, Colorado, a man opened fire on a theater full of people, killing and wounding many of the moviegoers. Early reports are still lacking many details about the tragedy, but it has certainly shaken many Americans and changed the way they feel about guns and violence. How many Americans have changed their opinions on important issues because of this tragedy? And how do they feel about the media coverage and prevention of future violence? |
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NBC and Microsoft Split – Which Brand is the Biggest Winner?When NBC and Microsoft entered a joint venture nearly two decades ago, MSNBC was born, and many people in the branding community wondered, “Why?” On July 15, 2012, the relationship came to an end when NBC News announced that it had acquired 100% control of MSNBC.com. Immediately, all traffic to MSNBC.com was redirected to NBCNews.com. However, the MSNBC brand won’t die, and a new MSNBC.com site will debut in 2013 without Microsoft. That leads many to wonder, which brand is the biggest winner? Read more |
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Yahoo CEO Survey: Americans Optimistic About New CEOThis week, Yahoo announced its new CEO, Marissa Mayer. Americans immediately began calling out to the new CEO asking her to turn around some of Yahoo’s services and features that many feel have been lacking in recent years. Can Marissa Mayer really turn the company around? What do American consumers think about the new Yahoo CEO and about Yahoo as a company? |
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Using Ebooks to Build a Brand – Part 4Promoting, Tracking, and Researching Ebook Performance So far in the Using Ebooks to Build a Brand series, you’ve learned what an ebook is, how to plan an ebook, and how to write an ebook. Now, it’s time to learn how to promote and track your ebook’s success as well as about the follow-up market research you should conduct in order to analyze performance based on consumer perception. Turning an ebook into an effective content marketing initiative takes more than clicking a publish button and making your ebook available online, and that’s what Part 4 of this series covers. Read more |
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Sharing Economy Survey: More Than Half of Americans Try to Make Extra IncomeIn today’s economy, many Americans are looking to downsize and make some extra cash. By offering up goods and services to others, they are contributing to what some have begun to call the “sharing economy.” Some people simply sell excess belongings on sites like eBay, while others go as far as renting out their homes when they travel. Additionally, several startups have popped up to cater to these sharers. How many Americans are already taking part in this sharing economy, and how many would consider participating? |
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Using Ebooks to Build a Brand – Part 3Writing a Brand Ebook Once you’ve established your brand ebook goals and you’ve conducted your initial market research to determine what your ebook should be about (as you learned in Part 1 and Part 2 of this series), it’s time to start writing. Most of the content, design, and production decisions you make for your ebook should be based on that market research, so gather your data and let’s get started. Read more |
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Same-Day Shipping Survey: Americans Would Rather Save Money in Most CasesAmazon has reportedly been setting up shop in different states around the country, which might eliminate its ability to sell to customers without charging sales taxes. Many think the purpose of the new locations is so that it can set up shipping centers and offer same-day shipping. Would customers prefer to get same-day shipping or save money on sales tax? And how have those two factors affected their buying decisions thus far? |
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Using Ebooks to Build a Brand – Part 2Planning Your Ebook In Part 1 of the Using Ebooks to Build a Brand, you learned what an ebook is. Now, it’s time to learn how to plan your brand ebook. While it might be tempting to sit down and start writing about a topic related to your brand and business or a topic you know well, doing so might not be the right strategy. What you want to write about might not be what your audience wants to read. Therefore, before you start writing, you need to take time to develop an ebook strategy and plan. Read more |
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Green Companies Survey: Very Few Would Pay Extra for Environmental CertificationApple recently re-joined the ranks of companies with EPEAT certification, a system designed to verify environmentally friendly electronics. Apple stopped submitting its products to the ratings system last month, and re-joined after customer outcry. How many customers pay attention to environmental ratings on their products? And how many would go out of their way to support eco-friendly products and companies? |
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Using Ebooks to Build a Brand – Part 1What Is an Ebook?Ebooks are an important part of a content marketing strategy that can help any brand in any industry. In my new series, Using Ebooks to Build a Brand, you’ll learn how you can create ebooks effectively communicate your brand promise, develop your brand reputation, and that build your audience and your business. Before we can dive into how to do it, you need to understand what an ebook is and how it fits into an integrated marketing plan. Read more |
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DIRECTV Blackouts Survey: Customers Would Rather Lose Channels Than Pay ExtraDIRECTV and Viacom have been in a financial dispute that recently led to channel blackouts for DIRECTV subscribers. Though many customers don’t want to lose channels, they also do not want to pay more for service. How many customers have been affected by the dispute? And how has it changed their opinions of the two companies? |
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Relationship Brand Basics – Part 4Relationship Brand Examples to Benchmark So far in the Relationship Brand Basics series, you learned what a relationship brand is and why it should matter to you, how brands become relationship brands, and the research you should conduct to position your brand for relationship status. Now, it’s time to learn about some of the best relationship brand examples, which you can benchmark as you develop your brand strategy. Read more |