Market Research Before Launching a PR or Marketing Campaign

Before you launch your public relations, social media, advertising or marketing campaign you want to know who your audience is. And not only do you want to know your target market, you want to know what they think, like and buy. And how do you find that out? Market research surveys, right? I mean that’s the way the big boys do it. Millions are spent each year to find out the secrets of how target markets think, feel, and spend their money. But here’s another question: is that money well spent?

There was a market research survey that asked those involved whether a Stradivarius violin was worth a million dollars. The response was overwhelmingly in the affirmative. The following question was whether the participants would like to have one. Again they responded with a resounding yes. The final question in the survey was whether the participants would buy one. Well, you can guess the response to that question. Without the right questions, or without enough follow up questions, that type of research can lead you down a blind ally or take you round in circles.

Market research can be valuable, but it can also be expensive and ineffective. There have been studies done using MRI’s to discover what parts of the brain we use to make hypothetical decisions and what parts we use to make actual real world decisions. It turns out different parts of the brain are activated. That’s where the disconnect comes in. Traditional market research deals with hypotheticals, i.e. would you like this color product better than that? How much would you pay for this product? Would you buy this product? That’s different than making an in-the-moment, real world choice. Database research sounds good, because it has a tangible ring to it. It’s sounds factual, statistical, yet it can often be wrong.

Different companies take different approaches, Google is big on market research, but it’s not your standard market research approach it actually has its users become part of the product building process. On the other hand, when Steve Jobs was asked how much market research went into developing one of Apple’s products his reply was “none.” He explained that it wasn’t the customer’s job to create the product.

So what should companies who need to watch their marketing budgets do when it comes to market research? Be savvy. Use social media sites to ask questions. Do your own limited market surveys. Then you need to rely on your passion and your intuition, listen to your gut. When it comes down to it, a company needs to be built on passion and belief in one’s product or service and you don’t find that in market research studies.

How To Compete Successfully With Other Online Resellers Who All Own The Same Product

Can I Really Profit From Resale Rights?

The simple answer is Yes, but in today’s marketing and reselling we need to think outside the box. The temperature in the marketing climate has chilled dramatically for the past spam filled web space and affiliate link laden content tactics. Now is the time to refine your craft, test products use products and sell products.

The reality is resale rights products, dependent on licence, are amazing flexible and there are many ways to profit.

The first way, of course, is to simply resell the product. As obvious as this may seem there must be a reason that you decided to purchase it initially? Was it because you needed it, wanted it, felt it would benefit you or your business? If so then there are others out there who will feel exactly the same way. Assuming you have used it, tested it and still find the product of benefit (why else would you be considering reselling?) then get it up and advertised. Product reviews, sample insert content, rich snippets of text but be creative and put the entire package, as you received it. Easy!

Be original

We are assuming that every other reseller has done the same, in terms of directly selling the original and so we need to realize even more profit through a little thought and crafty creativity.

Take another look at the product. What does your licence say? Can you break the product up? Repackage? Can you split elements? Are you able to turn 1 item into several? You could realistically sell this one package in many ways.

full set as you purchased
main product plus a bonus (bonus being an element removed and redesigned as stand-alone – think eBook and video)
smaller separate products – think 10 articles rather than 1 eBook
text turned into video
text turned into pod-casts
If you are working in niche specific lines, do you have an item which would complement this product. You could add the additional item as a bonus for buying. Always keep in mind the end-user, your customer. Who are they going to buy from. I imagine they will buy from the seller who offers the best deal at the best price. If your product also comes packaged with 1 or 2 free bonuses you will make the sale.

Use the resale rights item as back-end product on the thank you page for one of your higher converting sales products. We are all aware that psychologically the time customers are most likely to make a purchase is directly after making their first. Therefore your second offer, the resale rights product, is going to coincide with this psychological desire to purchase. We also know that backend products can cost more than the original product therefore don’t limit your backend to smaller items.

Remember in online marketing and sales it is not always about instant profit from an individual product. Think long-term. If your licence permits it give the product away. While this may sound counter intuitive and you will not make profit on the product, used strategically as a giveaway on a squeeze page to collect quality leads can pay dividends. A large list of quality leads opens many profitable doors. Collecting email addresses by gifting a truly useful product initially will see a list of consumers who trust you, like your products and are able to purchase from you time and time again.

Other ways to move consumer focus away from competitors is to make yourself obvious. Consider product launches, webinars, teleseminars or joint venturing with other marketers who have large subscriber lists.

Think Visuals and Aesthetics

We know visuals sell products. Make your packaging more attractive than other people’s. You typically will not have the right to change the product, but that doesn’t mean you can’t change the package, even if that means ensuring your webpage, or newsletter or mail out is professional clean and different.

Change your sales letter. Don’t use the same sales letter that other resellers are using. Make yours unique. Move away from the typical sales pages that accompany these products, make it seem new, fresh, revamped.

Microsoft Great Plains Beverage Production & Distribution – Implementation & Customization Highlight

Microsoft Business Solutions Great Plains has many years of successful implementation in multiple horizontal markets. In today’s small article we’ll share our experience of implementing and customizing Microsoft Great Plains, formerly Great Plains eEnterprise/Dynamics in beverage production and distribution industries. These examples will cover two scenarios: US regional distribution and International fruit punch production and sales in US, Latin America and Europe. We’ll try to be industry specific and at the same time technical – using Microsoft Great Plains technical & customization terminology to address both – decision makers and technical consultant / programmer.o Concentrate and Output. Usually company sells concentrate to small and mid-size production facilities, where fruit punch or soda is produced and company control the produced volume in Gallons or Liters. In Great Plains you should have light production customization, the natural way is to build it upon Bill of Materials (BM) module. This production is very simple – you put some labor units and portion of concentrate or powder to produce one Gallon / Liter of punch/soda.o Marketing Reports. Beverage produces are fiercely competing with each other for the market share. In the case of fruit punch or soda – competition moves to emerging markets, such as East Europe or Latin / South America. Company has to control sales dynamics via monthly marketing reports, where marketing people can compare sales comparing to the same period of the last year. You have two options – first is to create data warehouse on SOP30200 and SOP30300 tables (Great Plains Sales Order Processing module) using MS SQL Server Datawarehousing, Cognos or other datamining tool and second – use set of Crystal Reports. Datawarehousing approach requires user training and might be a bit less precise, Crystal Reports are very precise – but might be less flexible.o EDI. Electronic Document Interchange – in the case of US regional beverage distributor/wholesaler (beer, wine, soda, strong lemonade), we usually see UNIX ordering system, working with EDI orders. In this case Great Plains has to be integrated with this IBM AS/400/RS6000 box and as company manager you should be looking for Microsoft Business Solutions VAR/Partner, who has experience dealing with multiple platforms: UNIX/Linux/Windows/Oracle/Sun Solariso Advertisement Expense Allocation. Beverage producer usually launches TV ads on local markets, especially difficult is to track ads efficiency on the emerging markets: Central America, Caribbean, Africa, South East Asia, Russia. You need to establish variable or fixed allocation accounts mechanisms for ads expense trackingGood luck with implementation, customization and integration and if you have issues or concerns – we are here to help! If you want us to do the job – give us a call 866-528-0577 or 630-961-5918! [email protected]