Marketing in Real Life

Seth Godin's blog post today is about marketing (or the lack thereof) to the second circle - beyond the people who already know you, the ones who the people you know talk to about your products and services. In research we see this issue every day, clients who only want to research the people who know them well - those who have considered, purchased, repurchased, etc. This is, of course, necessary, but its only telling one part of the story. The people who are not currently considering you (or your category) may be just as viable a target. You need to understand their goals, needs, and hot buttons so you can either add them to your target set or rule them out altogether. But wihtout understanding where they stand, you'll never be able to significantly grow beyond your core market.

Response, LLC and Chadwick Martin Bailey were recently the recipients of an award from the CT Chapter of the American Marketing Association for their work with Stanley-Bostich in 2008. Working in partnership, the team was able to proviode strategic direction across multiple channels that was immediatley put into action by the client. "Every single page of that final research report went to our key business leaders, and was used in the goal deployment process," said Todd Langston, Director of Brand Management at Stanley-Bostitch. “It has been extremely impactful in all areas of the company, from product management and sales to engineering, operations, and even finance.” For CMB, working with Carolyn Walker and her team was an excellent experience and we look forward to working with Response again soon to deliver great client results. In addition to the Stanley-Bostitch research, Response also won awards for their trade show, web/interactive and print work. Congratulations, C...