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How Do People Celebrate Valentine’s Day?

February 14, 2017

Valentine’s Day: the holiday many people love to hate. On one hand, there are flowers, chocolate, and delicious dinners. On the other hand, there are a whole lot of expectations ranging from your significant other to your dog (oh yes, dog’s have figured out they get gifts on Valentine’s Day). As we talked about Valentine’s Day in the office, we wondered about how much American’s spend on gifts and what those gifts are. The National Retail Federation had the answers for us. Every year, NRF commissions a study from Prosper Insights & Analytics on consumer Valentine’s Day spending. We learned some interesting ... Read more

Data Driven Thought Leadership Fuels Success

February 9, 2017

We are big believers in the power of data to tell your story. Data helps explain why your product or service is a good choice to solve a problem, it shows how your product or solution is being used in the industry, and it can show that you understand the real challenges your customers face. Recently, we came across an article in Entrepreneur called “Use Your Marketing Data to Fuel Your Ascent to Thought Leadership.” This article did a wonderful job explaining all the reasons data helps position you and your company as thought leaders — and ultimately, trusted advisors. It ... Read more

Winning Contractor: U. S. Navy awards Raytheon $235 million for Standard Missile-6 production

February 7, 2017

The U.S. Navy awarded Raytheon $235 million for Standard Missile-6 (SM-6) all-up round production missiles and spares. The missiles will be deployed on Aegis cruisers and destroyers to support U.S. Navy fleet operations, and Raytheon will begin delivery in 2018. The award funds the fourth year of full-rate production for the multi-mission missile, which recently accomplished significant testing milestones and achievements. The contracted missiles include an anti-surface capability, which the company demonstrated in early 2016 during a highly successful tactical demonstration event off the coast of Kauai. The SM-6 set a new record for maximum down-range and maximum cross-range intercepts in over-the-horizon missions. The ... Read more

Super Bowl Ads: Fun or Flat? Research Can Predict the Answer

February 6, 2017

Super bowl Sunday… many of us at Market Connections cannot wait for the ads. That’s because the ads are creative and funny, and focused on resonating with this large audience. With Super Bowl ads costing millions of dollars, ensuring the ad hits the mark is important. That’s why we believe ad and message testing should be a key part of the creative process. We had the opportunity to test a Superbowl ad for a key commercial client, and had a great time being part of the process. While the ad was a little different (and more light-hearted) than the subject matter we ... Read more

Top Innovator: Salesforce Opens Seattle Area Engineering & Innovation Hub

January 31, 2017

Not only is Salesforce creating new local jobs by opening one of its largest Engineering & Innovation Hubs, the company is committing to more than 7,500 total employee volunteer hours to Seattle-area nonprofits this year. In the coming months, Salesforce plans to double its workforce in Bellevue, WA to nearly 500, helping the company deliver new innovations to its more than 150,000 customers around the world. By tapping into the local talent pool in the Seattle area, Salesforce co-founder Parker Harris said the company can expand its world-class engineering team, accelerating the ability to create innovative products redefining the customer experience. The new ... Read more

How Can Research Help Your Messaging?

January 26, 2017

When an advertising campaign can potentially cost millions of dollars, it’s critical the message resonates with the audience. Research can help ensure a good return on marketing investment via ad, message, and new product testing. On Wednesday, February 8, 2017, Research Director, Dave Glantz, will lead the next in our Best Practices webinar series: “Using Research to Successfully Introduce New Products, Services, and Campaigns.” Here is a sneak peek of what to expect in Dave’s webinar. MC: Why is ad, message, and/or new product testing important? Dave: The way a company communicates with its audience can cast the product and the ... Read more

What Drives Your Audience to Take Action?

January 24, 2017

Imagine this: you need to convince a segment of the population to get their annual flu shots. What is the best way to do that? What is this population segment’s motivators and barriers to getting a flu shot? How do you overcome those barriers? The answer may be as simple as using specific language in a public service announcement, or it may be more complex — linked to access and costs. This is the type of question that drives our healthcare team, led by Research Director, Rosita Thomas. Market research can answer these questions. “Part of the reason I love research is because ... Read more

How are you targeting your prospects?

January 19, 2017

We have a question for you: Do you change your marketing tactics based on your audience’s age? For years in B2B or B2G marketing, our clients focused their efforts based on industry and job title. But is that enough anymore? Does a director with 30 years experience respond to the same messages as someone who has recently become a manager? Not necessarily. This is something to keep in mind as the workforce ages and our ability to gather data on exactly who your buyers are increases. For example, in the 8th Annual Federal Media and Marketing Study, we found that federal workers ... Read more

Trust Your Gut, But Verify with Market Research

January 17, 2017

Is a hunch a good enough reason to enter a new market or develop a new product? It is certainly a good place to start. But while there are examples of companies that have enjoyed wild success from launching a new offering because their gut told them it was right, that is not the norm. Often the opposite happens: a company feels it makes sense to enter a new market, or they know their clients really need a new product, so they spend millions of dollars developing the offering, only to have it fail. That doesn’t need to happen. Market assessment ... Read more

Message Testing Motivates Your Customers to Buy and Ensures ROI

January 12, 2017

To ensure the messaging in a communications plan hits the right customer pain points and the right tone, savvy corporations don’t rely on hunches. Rather, they prove the hunch is right before investing resources. They do this through message testing. This type of qualitative research usually takes the form of focus groups, in-depth phone interviews, and similar types of discussion. Real World Example When one of our commercial clients was planning a nationwide introduction of a new online information database, they wanted to ensure their advertising would yield a good ROI. After all, national advertising campaigns cost well into the millions, which is ... Read more

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