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The Challenge

The Challenge. How can an organization in today’s lean operating environment provide high quality research service for its suppliers that is quantitative and measurable, not anecdotal benefits its members or other constituents and its industry requires no budget, costs nothing to produce

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The Challenge

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  1. The Challenge • How can an organization in today’s lean operating environment provide high quality research service for its suppliers that • is quantitative and measurable, not anecdotal • benefits its members or other constituents and its industry • requires no budget, costs nothing to produce • generates revenue for the organization and • offers a repeatable opportunity?

  2. The Solution: Syndicated Research Using Online Surveys • Web-enabled research is a powerful new tool for BtoB research in verticals • Syndication means strategic data available to more who need it, at lower cost • Internet marketing/collection/analysis and syndication result in higher revenues, profits

  3. Syndicated Research: Overview Syndicated research traditionally: • Applies focus to one marketplace • Optimizes a shared cost burden • Provides different benefits to different sponsors • In the past was often avoided due to old research methods

  4. Benefits – To Your Constituents • Survey respondents and their peers benefit as suppliers gain improved knowledge • Knowledge brings efficiencies in marketing and distribution, as well as cost effectiveness • Data inspires actions which lead to higher quality in products and services themselves

  5. Benefits of Our Research – To Your Suppliers • Better understanding of customer needs and market preferences • Quantification of strengths vs. competition • Essential knowledge to refine new or existing offerings • Measurable means of launching/evaluating market strategies • Lower costs through shared Syndicated Research

  6. Benefits of Our Research– To Your Organization • Additional revenues from existing customers • New revenue – new customers • Credibility and enhanced awareness in your marketplace • Enhanced strategic marketing expertise

  7. Impact of New TechnologiesOn Research/Business Model • Internet marketing to customers and recruiting of participants is more effective • Ease of response from home or office via web facilitates participation • Web-enabled software continuously analyzes data, makes possible customization for clients • Electronic reports delivered immediately • Most traditional costs slashed or eliminated

  8. Our Business Approach:Success for All Involved • No budget required to undertake project • Only exposure is time of Campbell and partner in design and sales phases • Whether/when to launch determined on basis of preliminary sales from sponsor-customers • No out-of-pocket costs until revenues begin • Roles and responsibilities agreed in advance determine share of income from project

  9. Marketing-promotion Identification of sponsors Sales to sponsors Design of research project Development of instrument Promotion to respondents Implementation and data collection-analysis Provision of server, all Internet interaction Preparation of report Production - Electronic Billing/collecting Generic report Distribution of electronic data to customers Joint effort Joint effort Joint effort Production – Print Review of Report Distribution of printed data to customers Roles and ResponsibilitiesIn Actual Ongoing Project Campbell Communications Research Partner

  10. 5 Steps To Get Started 1. Agree on scope of pilot project 2. Identify sponsors or customers 3. Identify survey respondents and methodology 4. Agree on division of roles and tasks 5. Agree on disposition of income

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