Re­search for To­day’s Me­dia En­vi­ron­ment

Newspapers & Technology Magazine - - News - Spe­cial to News & Tech FROM RE­SEARCH DI­REC­TOR ON DE­MAND

A ma­jor trend in to­day’s me­dia world is staff cut­ting, es­pe­cially among ex­pe­ri­enced per­son­nel. This is es­pe­cially true in the me­dia in­dus­try, which in­cludes pub­lish­ing and com­mu­ni­ca­tion-type busi­nesses such as news­pa­pers, ra­dio and broad­cast sta­tions with mar­ket­ing and re­search staff.

For news­pa­pers, the over­all neg­a­tive ef­fect is the loss in both rev­enue and au­di­ence share.

Since so many in the me­dia in­dus­try to­day are ask­ing their staff to do more multi-task­ing, the fol­low­ing re­search strate­gies may help you with your mar­ket­ing and ad­ver­tis­ing sales re­search.

Whether your re­search needs are for pro­mo­tion and brand­ing ini­tia­tives, sales pre­sen­ta­tions, pro­pos­als, or a re­quest for some quick stats, start by ask­ing these ques­tions.

1. What do you want to sell? What are your ma­jor prod­uct lines, ser­vices and brands?

2. Who are your cus­tomers? What de­mo­graph­ics iden­tify them? What are their be­hav­iors? What are their ac­tiv­i­ties and in­ter­ests?

3. Where are your cus­tomers? What geo­graphic area de­fines your mar­ket? Are they lo­cal or global?

4. What are your sales pat­terns? By month? Quar­terly? Yearly? Or some other time pe­riod?

5. How do con­sumers shop and buy? What is their buy­ing cy­cle?

6. Why should cus­tomers buy from you? What ideas and of­fers are ef­fec­tive when prospects are choos­ing among brand al­ter­na­tives?

7. What’s the best way to get cus­tomer re­sponse?

Spe­cial of­fers? Mer­chan­dise? Ser­vices? Spe­cial prices? Sales? Spe­cial events? Terms and fi­nanc­ing?

8. What’s your mar­ket­ing/me­dia mix? How im­por­tant is per­sonal sell­ing? What me­dia do you use?

Which would you rec­om­mend to oth­ers and why?

9. Do you have a web­site? Do you use mo­bile me­dia?

10. Do you use so­cial me­dia?

11. How do you con­vert leads into sales? Leads into cus­tomers? 12. How do you plan ad­ver­tis­ing? Do you cur­rently use re­search for plan­ning or to an­swer any of the ques­tions listed above?

Once you have an­swers and a good un­der­stand­ing of the ques­tions above, you are much bet­ter equipped to help your ad­ver­tis­ers know the best type of re­search to use.

So what’s the best re­search to use for sales op­por­tu­ni­ties? What is your client in­ter­ested in see­ing and know­ing from your re­search? Have you asked your client their goals and how you can help them reach their goals? Do you have the re­search they need? For ex­am­ple: •For dig­i­tal re­search – comS­core or Google An­a­lyt­ics

•For dig­i­tal com­pet­i­tive anal­y­sis – Buz­zSumo, Share­ablee, or

Sim­ply Mea­sured

•There are nu­mer­ous dig­i­tal an­a­lytic tools avail­able, some free,

and we can help you select or use the best one for your needs. •For print – Nielsen, Scar­bor­ough, Me­dia Au­dit, or pro­pri­etary


•For broad­cast – Nielsen prod­ucts such as Scar­bor­ough, Lo­cal Tool­box, Ari­anna, Gra­bix, or other com­pet­i­tive ad­ver­tis­ing re­search such as Kan­tar or Me­dia Mon­i­tors

So where do you go to get the re­search you need?

Iden­tify what cur­rent re­search you have or sub­scribe to i.e. Nielsen, Scar­bor­ough, Me­dia Au­dit, ComS­core, Google An­a­lyt­ics, Cen­sus, pro­pri­etary re­search, etc.

If you don’t cur­rently have re­search, you may need to have some­one con­duct it for you or pro­vide you with var­i­ous op­tions to ob­tain the re­search you can use.

Do you have some­one who can an­a­lyze the re­search and pull all the data to­gether into com­pelling story and not a data dump? Will you need out­side help?

Don’t for­get to tell your story with re­search

Once you have your re­search com­piled, you will need to start pre­par­ing your find­ings. Here are some tips on telling your story.

Use a com­pelling and eye-catch­ing ti­tle to en­gage your reader or client

Use re­search that is rel­e­vant to your client

Use in­fo­graph­ics, such as pie and bar charts to em­pha­size your re­search find­ings

Use the most cur­rent sources

Never use too much data or a data dump on a slide

Make sure your slides make sense and tell a story

If you are in­ter­ested in see­ing some ex­am­ples of the many re­search, sales sheets and pre­sen­ta­tions we have done, please con­tact us any­time.

Ted Stas­ney Se­nior Con­sul­tant Re­search Di­rec­tor on De­mand tstas­ney@rdod­ 727-244-2971 Visit our web­site: rdod­

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