As budgets become more scrutinised than ever, it is a pleasure to work with forward thinking clients who are prepared to see the real value of insights programmes. In these challenging times, some may focus more on the literal cost rather than the potential benefit. But investing even modestly on an insights programme can easily self-fund itself from savings made on marketing spend while also generating additional sales; and this is where the real benefit is!
We’re pleased to say that after a winter filled with insights programmes for a number of clients, running focus groups, telephone interviews and surveys with students, teachers and parents all over the country, they are now reaping the rewards. Their marketing campaigns are proving considerably more effective than previously because the right information is hitting the right people in the right way. The research findings have highlighted how our ‘gut feel’ for what is a good use of marketing budget isn’t necessarily correct and have provided a blue print on which to base key marketing decisions. One client has gone on record saying the latest brochure mailing is the best performing they have ever had! All because we asked a few killer questions, listened to the answers and interpreted them properly.
These clients now know that the physical cost of research and insights is not the number to focus on. Instead, they look at it as an investment and are more concerned about any costs associated with marketing spend that isn’t based on customer insights!