Just Try It Out # 6: Auditing Marketing Efficiency

We haven’t had a Just Try It Out for a wee while now, so I thought I’d throw one back in again. With the start of summer upon us (hopefully), you may be thinking about reviewing the marketing you have already conducted this year, or, alternatively, you may be thinking about starting some marketing in the following season. Either way, the following steps should give you some tips as how to start tackling this review of your business and marketing.

Step 1: Analyse this
Take a virtual snapshot of your business and analyse it (objectively) from various angles. Assess your strengths, weaknesses and any likely opportunities or threats (SWOT analysis). Next think about any environmental forces that may affect your business both internal (micro) and external (macro), the latter of which will include Political, Economic, Social and Technological (PEST) forces.

Step 2: Review
Review your business objectives and decide which marketing activities have delivered the best results (if you have already conducted marketing). Even if you haven’t conducted any formal marketing, consider referrals and Word of Mouth as these are also forms of marketing. Take note however, a few activities might take some time to have any noticeable effects. Even if you feel that some are not yielding the desired results straight away, try to maintain the momentum on those activities and fine tune them where suitable to ensure maximum results.

Step 3: Generate new ideas
Brainstorm to think of new ideas for potential marketing activity, but make sure they are appropriate to your business objectives. Use the analysis you conducted in step 1 also to help devise activities that will maximise your strengths, minimise weaknesses, manage external threats and exploit external opportunities.

Step 4: Plan Ahead (If you haven’t already)
Your planning and auditing schedule should follow a cyclical pattern and if an annual marketing plan has been agreed you will already (or at least should) have noted when your audit(s) will take place. If there is no plan, your audit should uncover the need for one, which can be formalised at the next appropriate juncture. You can then fit each activity and campaign into a suitable time-slot and begin the new season with some new marketing.

So, Auditing Marketing Efficiency - Why not try it out?

Just Try It Out #5: Questionnaire Design

A couple of weeks ago we talked about beginning your marketing this year with a spot of market research. We then brought you a Just Try It Out focusing on Focus groups.

A comprehensive research study also often involves using questionnaires; therefore in this issue of Just try it out we provide you with a few dos and don’ts of questionnaire design to get you started.

DO…

• Make sure your questions provide information that relate to your objectives and is useful to know, not just ‘nice to know’
• Ensure the first question filters out inappropriate respondents. For example, if you want to know about the views of smokers, ‘Do you smoke?’ would be an appropriate first question
• Make sure that your questions follow a logical order
• Put the easy questions first
• Have more interesting questions towards the end to maintain interest
• Keep language used simple, especially if the questionnaire is self-completion
• Be precise
• Phrase personal or sensitive questions carefully and leave them towards the end
• Test out the questionnaire and refine it before unleashing it on the masses

DON’T…

• Make assumptions
• Ask questions respondents can’t answer
• Ask questions that overtax the respondent’s memory
• Ask questions that might make the respondent look stupid or involve a loss of status. For example, don’t ask specifically how much respondents earn. If you need to ask a sensitive question such as this, group answers together in bands
• Ask leading questions. If you sway their response, your results won’t be an accurate reflection of opinion
• Ask two questions at once, e.g. “Would you buy this if it was cheaper and better?”
• Refer to answers other respondents gave
  

Ultimately, good design comes with experience. Having expert advice and guidance is a good idea, however, it is worth trying to master questionnaire design yourself.

Monitor your results each time you complete a questionnaire and keep trying - practice makes perfect!

Just Try It Out #4: Focus Groups

Following on from our discussion on Tuesday about market research, this Just Try It Out will look at how to actually conduct one method of qualitative research, focus groups.

Focus groups are basically in-depth interviews with a group of between six and ten respondents. When descriptive and detailed information about opinions is needed, focus groups can be extremely useful. The only downside is that this activity can be difficult to manage. As with everything however, you’ll find it easier with practice and our tips below should also help you along the way.

Plan and prepare
As with any marketing activity, you should firstly think about what you want to achieve and formulate a set of objectives. This will then allow you to write a topic guide for the activity. This will form the structure of the focus group, so take time to get the guide right and do it well in advance. Next, set a time and place for the focus group that is conducive and comfortable. The activity should last for approximately sixty to ninety minutes, so ensure that you can progress through all of the proposed agenda in this time. Make sure that you have access to recording equipment; you cannot take notes and moderate effectively at the same time. And, test the equipment beforehand.

Recruit and Confirm
Postal, telephone and face-to-face invitation methods would all be advised when recruiting participants for the group. An incentive of some sort, perhaps financial, may also encourage participants to take part. A word of warning however, be choosy when recruiting. Remember that the group’s characteristics should represent those of your target market. Yet it is a good idea to keep a few potentials at hand in case of last minute cancellations. Confirming attendance a few days beforehand should avoid any problems.

Facilitate and Participate
Before the activity commences, introduce yourself and your role as moderator. Once you have begun, it is your job to make sure that you progress through your topic guide and stick to the issues at hand. You will also have the responsibility of ensuring that all members of the group have an equal opportunity to contribute and express their opinion. Therefore, be prepared to interrupt those who are hogging the floor and encourage the quieter members of the group to state their viewpoints.

Review and Conclude
As you go along, review what the group has discussed to make sure there have been no misunderstandings. Simply repeat what has been said at the end of each issue and ask for clarification if needed. Alternatively, you may wish to wait until the end to summarise in order to ensure the smooth flow of discussion from one issue to the next. After this, all that’s left to do is conclude the meeting with a thank you to everyone who took part.

Analyse the data
Now it’s back to the office to transcribe the session. Once this has been done, the most important issues raised in the group can be picked out and perhaps used to inform further primary research.

So, why not try it out. You can gain a lot of valuable information and you never know, you might even have some fun in the process!

Just Try It Out #3: Customer Feedback

Your company may already have an idea of what your customers think about you. But, without proper research, you cannot be certain. By conducting regular, formal customer feedback surveys, you can identify the needs, wants and opinions of your customers in a much more accurate manner.

If you are unsure where to start, the following tips will give you an idea of how to prepare and conduct the feedback, and what to do with the answers found.

Think about what you want to find out
Write down everything you would like to know from your customers, and then think about which questions you actually need to know. If you have too many questions clients will tire of your questionnaire, so keep it short and make sure it is of use. Select only the questions that will have a bearing on your business decisions.

Think about who you want to ask
You don’t need to ask every client you have ever had each time you conduct feedback. Be focused and profile clients to target. However, avoid only selecting clients who will provide a positive response. Negative feedback is just as useful, if not more useful, than praise.

Think about how you will contact clients
The most appropriate method of contact will depend on your target group. Methods include electronic means, such as through a website or via e-mail; traditional methods, such as by post, fax or telephone; or face-to-face interviews.

Think about the language you use
Questions should be easy to understand and should avoid being leading or vague. Try also to make questions interesting. After all, your customers are doing you a favour; it’s only fair to make the experience as painless as possible for them.

Analyse
For small feedback surveys, a simple spreadsheet may suffice to analyse the information collected. Depending on how in-depth your survey is however, you may need to use survey software to analyse the results accurately. Once analysed, try not to get bogged down by all the statistics. Think about the initial question and how the analysed answer relates to this, this will help you to make sense of it all.

Think about how to put the information to good use
Consider how the results from the survey affect your business and what realistic changes you can make to make an improvement.

Above all, don’t let the information go to waste.

Just Try It Out #2: Follow-up Telesales Calls

In part two of our series of marketing tips, we look at an area that can often give marketing DIY enthusiasts a bit of a headache - making those necessary follow-up telesales calls.

Be warm!

Naturally, prospective customers are much more receptive to "warm" calls than cold. Precede your telephone campaign with a direct marketing postal mailshot to up-to-date named contacts.

Smile and stay calm!

There's really nothing to be nervous about! Try to smile as you speak confidently and clearly, at an even pace.

Don't be 'phoney'!

Be genuine and steer clear of expressing what could be perceived as spurious sentiments. Be as natural, professional and honest as you can.

Cut to the chase!

Don't beat about the bush. Your prospective customer will prefer it if you divulge the real reason behind your call early in the conversation. If the customer is not interested, you won't have wasted time unnecessarily with idle chit-chat.

Call back on time!
If someone tells you that the call is inconvenient (without being dismissive) politely offer to call back at a more agreeable time. If a time is given, make sure the action is followed through as agreed.

Don't take rejection personally!

Telephone campaigns inevitably lead to some rejection. Don't take it to heart! Most prospects will object to the product or service on offer, rather than who is offering it.

Take complaints seriously!

If anyone gives a firm objection to being telephoned, act on it straight away. Apologise for the inconvenience and reassure them that their details will be removed from future sales activity.

Don't give up!

Even if one telephone campaign does not work as well as you'd hoped, don't get too despondent. Practice makes perfect so keep trying!

Just Try It Out #1: Press Releases

The 'Just Try It Out!' column in our quarterly marketing bulletin On Target has been so well received we thought we'd publish them on our blog!

In the spirit of "you never know until you try", each article will try to inspire you to take up a little marketing DIY.

This time, we give you some pointers when writing a press release to get some free publicity!

1. Research suitable press and find contact details of the appropriate editor from web sites and directories. Always mark your press release for his or her attention.

2. Get writing! Be creative (inventive but honest!) and remember that your story must be newsworthy and of genuine human, local or trade interest.

3. It's always better to keep your release short but sweet. One side of A4 or approximately 200-300 words is about right.

4. Think of a short, catchy headline for your press release. This should get your news story noticed by the editor.

5. Tell your story in an initial short paragraph and then use the rest of the article to elaborate.

6. Get personal! Include personal quotes and add your own contact details. Have a few photographs ready for inclusion.

7. Remember to give details of when you want the story to go public.

There you have it! Have fun telling the world what's going on in your business and enjoy the free exposure that your efforts might generate. If your story isn't printed first time, don't get too downhearted and, most importantly, keep trying!