As we continue our discussion regarding market research, the preference for qualitative or quantitative becomes a concern for many public relations and advertising firms. While at Quaintise we feel it’s critical to employ both market research techniques, let’s just take a moment to quickly define what qualitative and quantitative methods entail.
Qualitative research is based on human behavior and the reasons behind an individual’s choices and feelings. Simplistically, qualitative research is harder to classify and catalog into perfect charts and graphs, however it in imperative to an overall understanding of how the target audience understands your brand message. Qualitative research is based on non-numerical data, so while it’s important to understanding how an audience receives your brand message, it is difficult for many researchers to pigeonhole.
Whether you’re running a Phoenix public relations campaign, or a Scottsdale advertising campaign, every marketing plan must be preceded by market research. There is not much point to running an advertising campaign targeted at the wrong demographic, or sending the wrong message, and not totally communicating valuable information that will lead to referrals and sales. At Quaintise, market research ranks high on our priorities to creating a successful public relations and/or advertising campaign.
What is Market Research?
Many business owners are not even aware of how powerful market research can be. Understanding your audience, your target demographic, is crucial to creating a powerful and effective marketing plan. Market research is much like sentiment analysis, as we’ve talked about before, in that the ultimate goal is to gather as much information as possible about how an audience feels about your product, brand, company, or industry.
Whether you live in Scottsdale or New York City, there is a divide between search engine marketers, public relations, and advertisers with regards to budget, strategies and overall plans. An expert in SEO will want the entire budget to focus on internet marketing, social media efforts and web design. An advertising pro will say that the budget needs to stick with traditional methods and techniques that have been steadfast through more years than the internet has even been in existence. The list goes on and one, and somehow you, as the business owner, has to decide which route is best for your business.
At Quaintise, we take a different look at these areas of marketing and seize a more multidisciplinary approach to a business’s overall strategy. Having a plan, whether it’s a public relations plan, a social media plan, or an advertising plan, is paramount to successful marketing. However, by combining all of these strategies into a comprehensive outline you can truly achieve the best outcome.
Today is Earth Day, the one day of the year when people actually stop to smell the roses. Trees are planted in local parks, kids release ladybugs into the gardens, teachers stress the importance of recycling, and businesses of all sizes go green for the day. But can going green for more than a day be profitable and improve business?
Today, Greenpeace released its first ever “green” report of tech companies, so for this Earth Day we thought we’d take a time-out from our usual marketing plans and pr strategies and consider the green alternative. While Apple and Google have seen ridiculous surges in profits over the past year, both have been rated very differently by Greenpeace.
Business owners think in terms of return on investment (ROI), however many are still stumped on how to measure the ROI of their public relations strategies. Measuring ROI for either social media or public relations involves affixed metrics as a way to show the value that social media can bring to a company’s marketing efforts, as well as how it fits into the overall budget.
One of the main issues with making an attempt to measure your public relation’s campaign ROI is that you’re making an attempt to assess numeric values based on human interactions and online conversations – items that are not wholly quantifiable.
How to Measure ROI in PR
There are some ways that managers can use as a metric for measuring whether your public relation campaign efforts are paying off: