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:
A brand audit should be done by a trusted and experienced advertising agency or marketing agency in Phoenix; one with public relations knowledge, a deep understanding of practice management, and effective communication skills for the business consultations. In Phoenix, you’ll come across quite a few companies who claim to be proficient in the area of brand management and consulting, however when push comes to shove and your money is on the line, you have to know that you’re going with the best.
What is a Brand Audit?
A brand audit is an analysis of a company’s brand and its brand, brand management and marketing strength. It examines brand’s strengths, weaknesses, opportunities, and threats. It evaluates brand growth opportunities through brand repositioning or brand extension. The brand audit’s goal is to provides a reference point for making proposals to improve brand equity, brand positioning, and brand management. In order to communicate effectively with the target audience, a public relations or marketing agency firm in Phoenix will evaluate if your brand is making a splash, or sinking to the bottom.
You’ve probably seen them and didn’t even realize you were looking at a whole new world of business marketing. QR Codes, also known as barcodes and quick response codes, are beginning to integrate themselves into every aspect of our lives, whether we realize it or not. New marketing plans and PR strategies include QR code marketing to create a more interactive environment for website visitors, magazine audiences, advertising targets, and much more. So, what do you need to know about QR Codes for your marketing plans?
What is a QR Code?
A QR Code is an image, much like a standard UPC barcode, that can be translated through the camera on your smartphone to display web pages, images, text, maps, nearly any type of brand message you want to convey. While QR Codes are relatively new here in the states, places like China and Japan have been using these codes for many years now in advertising and marketing strategies.
We’ve been spending a lot of time on marketing plans and how to train your brain to blog, but today I want to spend a little time on the actual anatomy of a blog. You know how to seek out trends, you understand what your audience wants and what your business brand should say, and you have some solid marketing plans, but you still aren’t sure how to put it all together. Sometimes writing the first line of a masterpiece is the hardest part.
Keyword Focused, Relevant Title
Your title should explain it all, and yet leave everyone hanging. If it sounds confusing, well honestly it can be. Creating a title for the search engines as well as the target audience is more than a skill, it’s a gift. According to ProBlogger.com, the blog title is the most powerful words that you’ll write because for most of your readers the decision as to whether to read the rest of your post rests upon this title.
Beyond the 3 Steps to Expert Blogging, beyond the keywords, the branding strategies, the marketing plans, public relations and the written words, there is the mindset of a blogger. A true blogger does not think like the rest of us. A true blogger is always thinking of what will make the next great blog, what will grab the audience and hold them on the website. Training your brain to blog is a whole different ball game.
Yesterday we talked about some very important steps to creating some wonderful blogs, but I wanted to spend a little more time on the actual process of training your brain to blog. If you are an athlete, your brain is trained to eat the right foods, exercise, and push itself to the limits. If you’re a writer, your brain knows when it’s time to switch in to ‘writing’ mode and push everything else in life aside. If you are changing your habits in any way, it takes time and training to ‘get your mind right,’ as they say.
Writing a blog is difficult for many people. Writing in general can be cumbersome for those who are not ‘writers,’ pre say. An athlete who lifts weights every day in the gym would be hard pressed to go running every morning if they’re not a ‘runner.’ The same holds true for blogging with marketing plans and strategies in mind. If you’re not a ‘writer,’ it can be a daunting task. So we’ve broken it down to three easy steps.
Step One: Become an Observer
This is the ultimate secret to writing for the web, and the toughest for most to follow through with. Effective communicating begins with active listening, and consistent blogging begins with paying attention to what people are talking about. This is the best part of writing a blog, because it involves no action, but really a lack of action. Take a deep breath, set a timer if you have to, and read the paper, watch the news and become familiar with pop culture. If there’s an awards show on tonight, make it your homework to watch it. If there’s a medical show or documentary about the health care industry, and you’re in that business, commit yourself to watching it.