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Customer Advisory Panels and Advocacy Networks
1.
Dan CoatesglobalparkOctober 28th,
2009 Customer Advisory Panels and Advocacy Networks
2.
Mainstream: Customers as
Advisors 2 ©2009 Globalpark AG “Nearly half of marketing leaders plan to tap consumer communities to help guide new product development and design.” Forrester Research, April 2009
3.
An integrated platform
that encompasses Recruitment Communications Quantitative & Qualitative data collection Incentive management Plus Online ethnography Collaborative, real-time, product innovation 3 ©2009 Globalpark AG Advisory CommunitiesWhat are they?
4.
Advisory Communities The
Benefits Rapid turnaround Low cost Longitudinal insights Consumer empowerment Reliable results 4 ©2009 Globalpark AG
5.
More panels die
of neglect than overuse Companies that enable feedback across multiple departments see exponential increases in value Don’t go it alone 5 ©2009 Globalpark AG Advisory Communities It takes a researcher…
6.
Advocacy Networks Turn
your best customers into yourbest marketers Empower advocates across existing social media and networking sites 6 ©2009 Globalpark AG
7.
7 ©2009 Globalpark
AG 500,000 Consumers Brand A Brand B Brand C Advocacy Networks 100,000 Opinion Leaders Segmentation 80,000 Satisfied Opinion Leaders Product SamplingSatisfaction Survey ~1.5 MILLION Positive “conversations” pre-launch Recommendations(average 18 each)
8.
Typical Results A
cost-effective way to gain insights that drive product innovation and extend loyalty, revenue and reach 8 ©2009 Globalpark AG Reach Revenue Loyalty Costs
9.
©2009 Globalpark AG
Goals Test new product concepts among key targets Household composition Where they shop What they buy Invite panelists within the Minneapolis market area for sensory testing at their test kitchens General Mills:Consumers Matter 9
10.
©2009 Globalpark AG
Solution General Mills deployed a number of advisory communities to conduct qualitative & quantitative research Respondents recruited via multiple methods Segmentation and profiling enables targeting according to household composition, the types of products bought and where they shop General Mills:Consumers Matter 10
11.
©2009 Globalpark AG
Results At-the-ready respondents scale research efforts while keeping costs down Project volumes have increased to 1,500+ per year Per project costs have been reduced to <$2,500 General Mills:Consumers Matter 11
12.
13.
5 continents, 40+
countries
14.
640
freestanding stores
15.
12,000+ wholesale
customers
16.
20,000+
products designed each year
17.
18.
Results Increased revenue
attributed to market-driven products, campaigns More efficient tracking and management of customer communications On-demand lever to spike sales Engaged customers Esprit: Customers matter DecreasedCosts Engaged Customers Increased Revenues
19.
Questions? Daniel
Coates President Daniel.Coates@globalpark.com www.globalpark.com Reliable 15 ©2009 Globalpark AG
20.
If you build
it, who will come? 16 ©2009 Globalpark AG
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