Call for Guest Bloggers & Newly Added Speakers From Family Dollar, Sam’s Club, Wendy’s and more

Earn a complimentary All-Access pass to the #1 recognized shopper-focused event in the world by serving as a guest-blogger. As a guest blogger, you’ll have access to the amazing visionaries, authors, academics PLUS retailers, manufacturers, industry authorities and explorers. With four track sessions, cocktails and even an All-Star baseball party ‘ you’ll learn and have a great time and this premier event.

Responsibilities will include attending specifically assigned sessions and blogging live or same day. You must have industry experience within CPG, retail or consulting in those fields. In exchange for guest blogging, you will receive an all-access pass to the event $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog directly to Conference Director, Amanda Powers (apowers@iirusa.com). Deadline for submissions is Friday, July 2 at 12pm EST. Early submissions encouraged.

Shopper Insights in Action
July 11 -14, 2010
Marriott Downtown Magnificent Mile

Learn more: http://bit.ly/SIA_Blog10
Brochure: http://bit.ly/SIA_Brochure10
Register: http://bit.ly/SIA_Reg10

Registration is still open for Shopper Insights in Action. The event is expected to sell-out, but we have a few spaces available. Don’t wait ‘ register today with code SHOPLINK1 and receive 20% off the standard rate.

Two New Panels Added to the Program:

Kraft, Wendy’s and Turtle Wax Incorporate Customer Participation and Transform What it Means to Listen
Panelists:
*Daren Herbert, Director, Consumer Insights, Turtle Wax
*Jan Trent, Manager, Consumer Insights, Wendy’s
* Chris Hjorth, Scale Marketing, Kraft Foods
Moderated by Bill Alberti, Communispace

Common Ground for Shared Retailer & Manufacturer Growth
Panelists:
Cindy Casper, Sr. Director Insights & Research, Sam’s Club
Katie Pollock, Divisional VP, Customer & New Growth, Family Dollar
Moderated by John Dranow, SmartRevenue

We hope to see you in Chicago!

Call for Guest Bloggers & Newly Added Speakers From Family Dollar, Sam’s Club, Wendy’s and more

Earn a complimentary All-Access pass to the #1 recognized shopper-focused event in the world by serving as a guest-blogger. As a guest blogger, you’ll have access to the amazing visionaries, authors, academics PLUS retailers, manufacturers, industry authorities and explorers. With four track sessions, cocktails and even an All-Star baseball party ‘ you’ll learn and have a great time and this premier event.

Responsibilities will include attending specifically assigned sessions and blogging live or same day. You must have industry experience within CPG, retail or consulting in those fields. In exchange for guest blogging, you will receive an all-access pass to the event $3,000+ value. Guest bloggers are responsible for their travel and lodging.

Apply today by sending your name, company, biography and links to your blog directly to Conference Director, Amanda Powers (apowers@iirusa.com). Deadline for submissions is Friday, July 2 at 12pm EST. Early submissions encouraged.

Shopper Insights in Action
July 11 -14, 2010
Marriott Downtown Magnificent Mile

Learn more: http://bit.ly/SIA_Blog10
Brochure: http://bit.ly/SIA_Brochure10
Register: http://bit.ly/SIA_Reg10

Registration is still open for Shopper Insights in Action. The event is expected to sell-out, but we have a few spaces available. Don’t wait ‘ register today with code SHOPLINK1 and receive 20% off the standard rate.

Two New Panels Added to the Program:

Kraft, Wendy’s and Turtle Wax Incorporate Customer Participation and Transform What it Means to Listen
Panelists:
*Daren Herbert, Director, Consumer Insights, Turtle Wax
*Jan Trent, Manager, Consumer Insights, Wendy’s
* Chris Hjorth, Scale Marketing, Kraft Foods
Moderated by Bill Alberti, Communispace

Common Ground for Shared Retailer & Manufacturer Growth
Panelists:
Cindy Casper, Sr. Director Insights & Research, Sam’s Club
Katie Pollock, Divisional VP, Customer & New Growth, Family Dollar
Moderated by John Dranow, SmartRevenue

We hope to see you in Chicago!

Cheers,
CMSI Management
Shopper Insights in Action Event Team

A Look Back at TMRE 2009: Creating “Delicious” Research

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Creating “Delicious” Research


Carol Fitzgerald of BuzzBack and Amelia Strobel of Kraft gave their story of “Exploring Dimensions of Delicious with Kraft Foods” in the Explor Awards track this afternoon.

The project developed in order to build a corporate theme for Kraft. They wanted to develop a company positioning around the idea of: “make today delicious.”
They wanted to know how they could communicate delicious and whether or not there was an emotional connection to a theme that tied closely to food.
They used a variety of techniques offered by Buzzback and found that delicious is: warm, intimate, and highly positive. They have extended “delicious” throughout their organization and are now sponsoring “Make a Delicious Difference Week” working with two organizations: Feeding America and Save the Children.
Please view the video because every view helps feed the hungry….

April Bell

What to look for in international market research

Cindy King recently look at a few of the things to look for when conducting your market research with hopes to expand into an international market. The market research is key to the planning phase, and your success in the foreign state afterwords will be a direct reflection of it.

A few things to know when going into a market to research are:
-What you hope to accomplish
-Cultural differences between the origin country and foreign country
-How the foreign market will use the product

Read the full article here. What are other things a company should look for when doing market research when hoping to enter a foreign market?

McDonalds sees drop in customer service

McDonalds has seen a 4.3% drop in customer satisfaction in 2010. While sales grew, it faced it’s largest drop in customer satisfaction, from 70/100 in 2009 to 67/100 this year. This comes with same store sales earnings increasing. So while they have seen huge increases in sales, they’re seeing these customer satisfaction scores fall.

Claes Fornell, founder of the ACSI, commented:
“This may seem somewhat paradoxical in view of McDonald’s sales growth over the past year, particularly compared to the competition. But as increasingly frugal consumers have made price more salient, McDonald’s acquired more customers. These newcomers seem less satisfied, and were it not for the economy some of them would probably rather eat somewhere else.”

Read the full article here.

While consumers are flocking to McDonalds in higher numbers, is it natural that more consumers are going to walk out of McDonald’s unsatisfied? What type of market research can be done to better understand the consumers that have lead to the increase in sales at McDonalds?

Send Emergen-C to friends via social media

Yep, that’s right. Gone are the days of giving virtual gifts on Facebook, now you can actually send your friend a sample pack of Emergen-C from Facebook to their mailbox. Mediapost.com reports that brand manager Megan Seider said, “After all, these days, people use social media for sharing how they feel on a moment-to-moment basis. And since we market Emergen-C as ‘the fun way to take your vitamins,’ we wanted the approach to be fun.”

From a logistical standpoint, Emergen-C is a lightweight product so the company won’t lose too much with shipping. Do you think other companies will start using this approach to get their free samples out to the public? Any issues that you see with this tactic?

Emergen-C Uses Social Media For (Real) Sampling

A Look Back at TMRE 2009: Measuring and Improving the Long-term Impact from Marketing

The Market Research Event 2010 is taking place this November 8-10, 2010 in San Diego, California. Every Friday leading up to the event, we’ll be recapping one session from The Market Research Event 2009.

Measuring and Improving the Long-term Impact from Marketing

Measuring and Improving the Long-term Impact from Marketingfor Fast Moving Consumer Goods
Rick Abens, Conagra Foods

Customer lifetime value (CLV) is the value to the companies see on the P&L of measuring marketing efforts over time. Conagra Foods was trying to link marketing to P&L. CLV is a forward looking metric, it’s value is measured starting now until the end of the customers lifetime.

What’s the value have for teh entire supply chain for ConAgra foods? Their goals is to measure and improve marketing and drive long-term customer value and loyalty.

The mew Marketing Accountability Standards Board invited many individuals to join in the conversation including finance, marketing, researchers and academics. It was founded to help increase that status of marketing in the boardroom.

Key issues for packaged goods companies
-How do we drive long-term growth with marketing?
-How do we develop customer acquisition and retention marketing strategies that are impactful?
-How do we match the right offers of the most responsive customers?

Standard marketing mix modeling output: total volume and subdivide it into the volumes that are driven into trade, promotion, advertising and baseline.

If you look at the baseline as a function of long-term marketing, you can begin understanding it.

Sources of growth: acquire new customers, retain more customers or increase purchasing size. Many customers are flat lining, new customers equal lost customers and retained customers, includes Healthy Choice, and Maxwell.

Summary:
-Marketing is not about getting the next incremental sale, it’s more about getting new customers and making them loyal to your brand.
-Understand whether or not your strategies are working.
-Back to targeting, more aggressive media happening every day in the household. Cut some advertising and target the right people. Television is very important.

British government works to get more online users

In an effort to get more people, especially older generations, online the British government has set up Race 2012. From their website, Race Online 2012 aims to bring people and organizations together to improve the life chances of the 10 million people who have never been online, particularly the four million who are also socially and economically excluded. Race 2012 aims to get 100% of the British population online by the London Olympics 2012.

The YouTube sensation, The Internet Grandad has taken a special interest in the cause and is helping them with their mission. As an elderly widower living alone in England, he found the internet to be a wonderful tool to share his knowledge and to connect with a new set of people.

As social media professionals, we often look at what can be the next big thing, the biggest moneymaker, etc. What many fail to forget is how powerful social media can be to simply connect with one another and to be social. For so many the idea of being social can be daunting, what social media offers is a path out of loneliness.

What other organizations do you know of who are taking a keen interest in getting older generations to adopt the internet? Would you support an initiative like this in your country?

Find your consumers footprints and then seek them out

In this slide show I recently found, it looks at finding your consumers’ footprints. Look at where they are and what they’re doing and create your segmentation according to that. Upon hearing your consumers, you can take that information and divide them in four different ways: behavioral, geographic, demographic, and psychographic. Which of the four ways do you think is the easiest way to divide your customers up?

Health plans increase customer service

Marketwatch.com reports that more insurance carriers are ramping up their services as they prepare to compete for millions of new customers starting in 2014, due to the new health-reform law. That’s the year health insurers will be banned from refusing coverage to people with preexisting conditions or charging them exorbitant rates, and the first time individuals will have to carry health insurance or face a financial penalty. Such changes are driving some health insurers to try to meet people where they are — both physically with retail stores and enhanced phone-based customer service and virtually, by tracking negative comments online and intervening to help improve people’s experiences with their health plans.

The report also discusses how insurance carriers are using store-fronts and always-open phone lines to encourage customers connect if they have issues with their plan.

What tactics can health insurance agencies take to ensure that their customers are clear about their plan?

Facing new pressure, health plans beef up customer service