Category Archives for "Our Blog"

The 5 Senses of Fan Research

What’s MISSING from market research for entertainment brands?What are the roadblocks to being more engaging, and actionable?And what to do about those falling response rates, and the same old surveys?I call it the 5 SENSES OF FAN RESEARCH.1. Purpose2. Community3. Fun4. Value5. InfluenceAnd not forgetting the SIXTH SENSE. Find out more at the end …Being a fan is […]

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Humanising Research – A Guide For Marketers

The common thread in Bridging The Gap Between Marketing & Market Research, is ‘Humanising’ Research.If you missed my earlier article on it, you can check it out here.Making it a warm, friendly, even fun experience, so participants feel comfortable sharing their time, opinions and feelings with you.Of course, data collection has to be an organised, […]

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Bridging the Gap between Marketing & Market Research – Tips

Tip #1 – All marketing is relationships.And for your insights program to be an effective marketing touchpoint, customers must feel respected and safe, as in any relationship. Billy Joel called it “A Matter of Trust”. Where people feel they can share their feelings and opinions with you, without opening the floodgates to sophisticated, social media retargeting or […]

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Day 7 World Cup Fever Marketing Tips

In the final day seven, we’re talking about using insights to drive innovation. When you have conversations with fans, listen closely to what they say about their experience. And how their ‘real life’ connects with your club. Because you’ll pick up valuable grass-roots insights to use in brainstorming. As a simple creative technique, try joining unrelated thoughts together to […]

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Day 6 World Cup Fever Marketing Tips

Day six we’re talking about avatars. That is, building a detailed picture of your ideal target fans. Using not only demographics, but also telling the story of what their life is like. And how your club emotionally fits in their life. What makes them feel a special part of your community? And how can you tap into those motivations to […]

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Day 5 World Cup Fever Marketing Tips

Day five we’re talking about what pop-stars know about fans. For instance, Taylor Swift, with over 300 million Facebook followers. And her secret, like sport, is tribal . She knows which of her fans have their own large audience, and gives them exclusive experiences. So they in turn, influence their friends, and amplify her reach. Creating a community for special […]

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Day 4 World Cup Fever Marketing Tips

Day four we’re talking about going beyond the stats. Tapping into those deep, emotional insights, at the heart of your fan relationships. Because marketing has moved on from shouting one-way messages. While as consumers, we’ve actually gone back to our primal need for two-way conversations with a brand. Sharing our opinions and feelings around the digital campfire. We inform, entertain […]

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Day 3 World Cup Fever Marketing Tips

Day three we’re talking about market research, and why traditional methods turn off fans. Like those long boring surveys – that feel like a tax form when you’re filling them out. These can be a weak link as a marketing touchpoint. Instead, try having a conversation with fans, as a mate, not a data point. You’ll unearth so much […]

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Day 2 World Cup Fever Marketing Tips

Day two we’re talking segmenting your database, which plays a vital role in understanding your fans. Because everyone is different, it’s important to segment by key categories. So you can ask specific, customised questions when gathering insights, to help your decision-making. And fine-tune your marketing messages in the right language, for the most valuable segments. For example, try going […]

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