Insights Marketing Day | #IMD15 | 9-21-15 | by Steven Cook Every business vertical today is experiencing rapid disruption of business models, value propositions, products and services & customer expectations. The Market Research industry is similarly facing big changes. It is more important than ever for insights businesses to understand & use state-of-the-art marketing & brand building approaches to better engage with customers, prospects & strategic partners.

1. Moving from
NOW to NEXT
in the
Marketing of Insights #IMD15 Exit 9.21.15
Steven Cook
Linkedin.com/in/StevenCook1/ @StevenCook Steven@StevenCook.me 404.606.8284

2. Every business vertical today is experiencing rapid disruption of business
models, value propositions, products and services & customer expectations.
The Market Research industry is similarly facing big changes.
It is more important than ever for insights businesses to understand & use
state-of-the-art marketing & brand building approaches to better engage with
customers, prospects & strategic partners.
Moving from NOW to NEXT
in the Marketing of Insights

3. 1
You understand the
problems & opportunities
in the
marketing of insights
& are
motivated to move from
NOW to NEXT.
My Goals With You

4. 2
You are inspired
& have a compelling
‘NOW to NEXT’
story to
ENGAGE EVERYONE
in your company on a
transformational
brand growth journey.
1
You understand the
problems & opportunities
in the
marketing of insights
& are
motivated to move from
NOW to NEXT.
My Goals With You

5. 2
You are inspired
& have a compelling
‘NOW to NEXT’
story to
ENGAGE EVERYONE
in your company on a
transformational
brand growth journey.
3
You learn something new,
feel uncomfortable --
BUT have fun
in the next
30 minutes.
We will move fast!
1
You understand the
problems & opportunities
in the
marketing of insights
& are
motivated to move from
NOW to NEXT.
My Goals With You

6. Be interactive & interrupt me
with your questions & observations.
2
You are inspired
& have a compelling
‘NOW to NEXT’
story to
ENGAGE EVERYONE
in your company on a
transformational
brand growth journey.
1
You understand the
problems & opportunities
in the
marketing of insights
& are
motivated to move from
NOW to NEXT.
3
You learn something new,
feel uncomfortable --
BUT have fun
in the next
30 minutes.
We will move fast!
My Goals With You

7. Who is Steven Cook?

8. Who is Steven Cook?

9. Who is Steven Cook?

10. Moving from NOW …
Supplier & Client
or

11. … To NEXT in the Marketing of Insights
Moving from NOW …
+ + =+
or
Supplier & Client

12. Supplier & Client

13. Thanks Dana & aytm!
Supplier & Client

14. Basic Qualitative … Directional
Wanted to understand what your MR firm is doing NOW
Objective: Define the NOW issues & NEXT opportunities
26% response - 24 of 91 Suppliers/Sellers at #IMD15
100% response - 4 Clients/Buyers at #IMD15
Supplier & Client
Thank you!

15. Suppliers
Diverse Vertical Experience

16. Suppliers
Variety Of Engagement Channels

17. Suppliers
25% 1-3 58% 4-7 17% 8-10
MR Industry At Tipping Point To Go From NOW To NEXT

18. Suppliers
Verbatim Verify Your Desire To Move To NEXT
It isn’t paying off.
Efforts are not coordinated.
Not breakthrough and differentiating.
It is not aggressive or planned out. It’s on a whim.
It is not yielding the expected return in verifiable ways.
Marketing efforts are not always aligned with company goals.
We need to be more innovative, try new thing. We have a ton of content & data.
We are still developing our marketing skill sets and practicing varying techniques.
I don’t believe we develop/generate enough quality leads from our marketing efforts and dollars.
We rely heavily on referrals – that is often the best source of clients who are a good match – but we can’t
take referrals for granted.
I think we do a lot and have made HUGE strides in the last 18 months, but it still feels a little haphazard
and I know there’s more we can do and better we can do.
We do a great job with traditional marketing (press releases, newsletters, speaking ops, etc), but have a
long way to go when it comes to digital, marketing automation, and content marketing.

19. Suppliers
That Is The Answer I Wanted To See!
THANK YOU … YOU KNOW WHO YOU ARE.
More structured approach.
Increase brand awareness.
We could network across social media better.
Stronger differentiation, higher ROI, more lead gen.
More targeted marketing based on prior relationships and/or referrals.
More money and resources. Be more focused, disciplined, consistent.
We have industry analyst., I would like to see them participate more in marketing.
An organized plan & more social knowledge if that is even a good vehicle given our target.
Give us a better strategy for reaching our target audience, and deliver a return on our efforts.
Being more involved with digital and producing white papers/case studies/professional content.
I don’t think we could do any worse. Marketing could be improved at every level and across all areas.
Spend more time working to develop concise marketing initiatives. Seek more staff input into the processes.
Be focused, be differentiating, have a clear strategy and value prop. Get to the right contacts who
have decision making power.

20. Suppliers
As a MR Industry … Are You Satisfied With 41.6%?

21. Suppliers
Are These Proprietary or …
MR Industry Cost-of-Entry Value Points?
Service, integrity, accountability.
We build connections between brands and customers.
We design and execute high quality research using a consultative approach.
Your Project Success is Our Number One Priority.We provide data-driven confidence to give
our clients a winning advantage.

22. Suppliers
Not enough honestly.
It is clear and concise.
We are customer service driven.
Data Assets & Solutions, Industry Expertise and Partnerships.
It’s not differentiated – everyone like us says the exact same thing.
Honestly, there probably isn’t enough of a difference in the statement.
We are different from many but not all. Many custom firms have similar positioning – we just deliver better.
It is highly memorable and conveys a special way of thinking, and people tend to think it is clever and distinctive.
Are These Proprietary or …
MR Industry Cost-of-Entry Value Points?

23. Suppliers
Nothing.
Clear and concise.
It’s probably similar.
I don’t think that it is better.
Focus on emotional connections.
It’s to the point and not over-whelmed with buzz words.

24. Suppliers
Nothing, which is the problem.
Focus on emotional connections.
We completely stand behind the statement.
Reflects the practiced values of the people in the company.
Again, we are similar to many in the statement, but we deliver better.
The industry expertise pillars: We’ve been doing this forever. We were the first to bring game-changing insight
to many industries, cultivating expertise that has become our hallmark. We are trusted as the authority in our
industries. We have demonstrated that we can see what others cannot, interpreting today’s trends and
anticipating the future.

25. Suppliers
45.8% Are Innovating – That’s Encouraging!

26. Suppliers
Innovating & Learning – MR Is Starting To Rock!
Marketing automation mailings.
Linkedin sponsored ad with video link.
Customer co-creation for proactive customer participation.
Founders at a conference, and this enabled us to give away some free registrations
Google+ hangouts as main event to integrated campaign with a blog, press release, email campaign, sales tools.
Introduced proprietary emotional discovery tool with In-person demonstrations - effective way to explain its power.
Designed & self-funded original research to show how we think & execute a project & how our deliverables can
tell a story afterward.
Did simple things that very quickly let people choose which one of a few simple clear ways they might want to
work with us vs. trying to be everything to everyone.
Our Viewing the Viewer marketing focuses on innovative in-home ethnographies that allow us to see directly into
the consumer world and pass that information on along to our clients.

27. Suppliers
Executive Summary - Supplier Perspective
Marketing of Insights NOW
We do the
same MR work
our peers do.
So … hire us.
Generic, cost-of-entry, commodity value props
being communicated
But, there is initial
MR industry momentum
to innovate & differentiate

28. Clients
I want to know why I should give them time versus all the others that contact me.
100% (4)
Responses (4)
What Do Clients/Buyers Think About The
Marketing of Insights?

29. Clients
‘Houston…This is Apollo 11…We Have A Problem.’
Tom Hanks
Poor - I hate getting calls that are clearly just scheduling calls by some
telemarketing company. Honestly, I said phone and email in my last response
but that is only after I've met them at a meeting. I want to meet a person first
or hear them present before talking via the phone.
I haven't seen much marketing outside of GreenBook and Quirks.
Depends. The micro companies are getting very sales-y and trying to prove
themselves by seeming larger than they really are. Some of the
larger companies are trying to position themselves are boutique-y. Smaller
companies (particularly in the qual space) do a great job at honing in their
niche and hitting at case studies and best practices that illustrate their toolbox.

30. Clients
Nothing immediately comes to mind.
Nothing really. If I was forced to pick it would be neuroscience and how it is
being used.
Honestly, many research companies do the same thing. It's really the
people behind it that make the difference. I can love your technique, but if I
don't gravitate with the person selling to me, I will disengage.
The use of improvisation to convey customer truths. I was extremely
intrigued by Firefly at the IIeX and their partnership with The Second City.
Improv gets the entire team engaged and energized - brings out new ideas
that may not have been unearthed - EVER. Fresh thinking for sure.
‘Houston…We Still Have A Problem…
But We See A Potential Fix.’
Tom Hanks’ stuntman

31. www.cmo.com/articles/2015/7/8/cmos-notebook-takeaways-from-insight-innovation-exchange-2015.html
Lenny Murphy
GreenBook
Editor-in-Chief
CMO’s Notebook: Takeaways From IIex 2015 – 7/9/15
CMO.com attended the Insight Innovation eXchange 2015 in
Atlanta where thought leaders shared their visions and examples
of how they have used tech tools and techniques for actionable
consumer insights.By Steven Cook
Contributing Editor
‘The pace of change is only going to increase. So there is no more standing
still in any piece of the Market Research business. Mobile, being the exobrain
of each of us, is the conduit to the lives of consumers. Mobile knows where
you’ve been, where you searched, time of day, where and what you paid’.

32. Lenny Murphy
GreenBook
Editor-in-Chief
CMO’s Notebook: Takeaways From IIex 2015
‘Increasingly, we are capturing consumer data on how to engage, understand
and activate customer relationships in the customer lifecycle via the
customer’s digital exhaust – the tracks that we all leave in our daily lives from
our interactions with all technologies we engage with every day. This digital
footprint gives us much of the who, what, when, where, and how – without
ever having to ask a question of the customer’.

33. ‘Google and Apple are the largest big data platforms in the world – they know
everything. Google is an ingester of research, a client of research, a producer
of data, a licensor of data, and they offer research services – so they are a
competitor, a friend, a partner, a client, and a supplier all at the same time.
They are part of the insights community as is every other tech company on
the planet. We are now in the world of unconventional partnerships,
resources, and technologies’.
CMO’s Notebook: Takeaways From IIex 2015
Lenny Murphy
GreenBook
Editor-in-Chief

34. www.cmo.com/articles/2015/7/8/cmos-notebook-takeaways-from-insight-innovation-exchange-2015.html
‘Mobile also enables us to capture shoppers in the aisle while making first-moment-of-
truth purchase decisions giving us more granular details and texture than what
consumers can remember about a brand journey or usage experience.
This has positive implications for brand managers, product developers, agency
creative partners, and the entire business team to better understand their consumer.
And much of this data is visual, which can be used for storytelling and video reporting.
We call it “visualizing learning” - bringing to life what everyone on the business
team needs to see from the consumer’s standpoint to be inspired.
Data visualization and storytelling are huge. No more PowerPoint-only research
summaries. Tell the story in a video - storify the insights’.
Kristin Schwitzer
President, Beacon Research
Former QRCA Board Member & VP
CMO’s Notebook: Takeaways From IIex 2015
By Steven Cook
Contributing Editor

35. So … How Can You Move from NOW …
or
Supplier & Client
We do the
same MR work
our peers do.
So … hire us.
Generic, cost-of-entry, commodity
value props being communicated
Initial MR industry momentum
to innovate & differentiate

36. … to NEXT in the Marketing of Insights
So … How Can You Move from NOW …
+ + =+
or
Supplier & Client
We do the
same MR work
our peers do.
So … hire us.
Generic, cost-of-entry, commodity
value props being communicated
Initial MR industry momentum
to innovate & differentiate

38. http://visual.ly/only-10-slides-you-need-pitch

39. Key Pages For MR Firms To Communicate Their
Brand’s Different, Better & Special Value Prop

40. Key Pages For MR Firms To Communicate Their
Brand’s Different, Better & Special Value Prop

42. Yes: 45.8%
No/Don’t Know: 54.2%
Suppliers

43. Ed Saxon. 25 year
Hollywood Producer
8 time Oscar winner -
22 Oscar nominations
CMO’s Notebook: Ed Saxon - The Power of Story
11/23/14
Fleeting attention spans. Hard-to-earn loyalty. Harder-to-earn
revenue. In today’s fast-paced, competitive digital world, engaging
customers has become increasingly difficult. As a result,
connecting with customers and prospects through authentic,
emotion-provoking storytelling is now core to communicating a
brand’s value proposition for B2C and B2B businesses.
By Steven Cook
Contributing Editor
www.cmo.com/articles/2014/11/23/ed_saxon_cmo_com_int.html

44. Ed Saxon. 25 year
Hollywood Producer
8 time Oscar winner -
22 Oscar nominations
CMO’s Notebook: Ed Saxon - The Power of Story
11/23/14
Fleeting attention spans. Hard-to-earn loyalty. Harder-to-earn
revenue. In today’s fast-paced, competitive digital world, engaging
customers has become increasingly difficult. As a result,
connecting with customers and prospects through authentic,
emotion-provoking storytelling is now core to communicating a
brand’s value proposition for B2C and B2B businesses.
By Steven Cook
Contributing Editor
The 64th Annual Academy Awards - 1992 – ‘the silence of the lambs’
Jodie Foster, Anthony Hopkins, Edward Saxon, Jonathan Demme, Ronald M. Bozman, Ted Tally, Kenneth Utt

45. ‘What I love about stories is that they are big conduits and emotional pipes into
people, so they inspire empathy, they change behavior, and they draw us closer
around a common campfire. I think stories help make us more authentically human.
We unite around our stories. Stories are at the center of our identity. Man has thought
in stories since the beginning. Stories are how we make sense of the world’.
CMO’s Notebook: Ed Saxon - The Power of Story
Ed Saxon. 25 year
Hollywood Producer
8 time Oscar winner -
22 Oscar nominations

46. ‘As a filmmaker or a brand builder, you have to create a stronger emotional pull ...
for customers to part with their money than the emotional pull that makes them want
to keep their money’.
‘A quote I love on the power of emotion comes from Maya Angelou:
“I've learned that people will forget what you said, people will forget what you did,
but people will never forget how you made them feel’.
CMO’s Notebook: Ed Saxon - The Power of Story
Ed Saxon. 25 year
Hollywood Producer
8 time Oscar winner -
22 Oscar nominations

47. ‘Now -- because there are so many competing messages bombarding us, and
because people expect empathy from brands and expect brands to be as relevant
to them as the people they interact with -- it is a necessity for brands to engage,
visualize, communicate, and connect with compelling brand stories. This becomes
an integral part of brand identity.
In today’s fast-moving digital world, where we all have one-second attention spans,
and we are changing channels faster than we ever have, people will cut you off
after just a few seconds. You have a limited amount of time to engage them. So if
you don’t have something that hits them quickly and resonates, your brand is
irrelevant -- and you will become irrelevant fast’.
CMO’s Notebook: Ed Saxon - The Power of Story
Ed Saxon. 25 year
Hollywood Producer
8 time Oscar winner -
22 Oscar nominations

48. ‘In a digital age, we are much more visual storytellers and story consumers
because everyone relates to everyone else on a screen. And once you have a
visual identity for your personal brand story, people expect to see it presented in
an organized way everywhere they see it’.
CMO’s Notebook: Ed Saxon - The Power of Story
Ed Saxon. 25 year
Hollywood Producer
8 time Oscar winner -
22 Oscar nominations

49. B2B Service Platform Brand -
Power of Story Best Practice

50. Which Coffee Is Offering More Than
Category Cost-of-Entry Benefits?
What are the implications of each Brand’s value prop?

52. Lovemarks Inspire Loyalty Beyond Reason

53. Why Do We Need To Go From Brands To Lovemarks?

54. How To Go From A Brand To A Lovemark?

55. Marketing Researcher
How To Go From A Brand To A Lovemark?

56. What Are Some B2C & B2B Lovemarks?

57. What Are Some B2C & B2B Lovemarks?

59. ‘We’ve long believed that over time companies tend to get comfortable
doing the same thing, just making incremental changes.
But in the technology industry, where revolutionary ideas drive the next
big growth areas, you need to be a bit uncomfortable to stay relevant.’
Larry Page, Google CEO, Co-founder
http://www.nytimes.com/2015/08/11/technology/google-alphabet-restructuring.html?smid=tw-nytimes&_r=0
‘Google is a competitor, a friend, a partner, a client & a supplier all at the same time
… & so is every other tech company on the planet’.
Lenny Murphy, Editor-in-Chief, GreenBook

60. Thank You
Start Moving Now To Your
NEXT In Marketing Insights