We didn’t have a guest with us for Ask a Marketing Expert so we could focus on questions. Mostly, we talked about marketing metrics and focus groups, based on questioning. If you’re not familiar with Ask a Marketing Expert, it happens every Friday on the Facebook page for MKTMAVEN (update: this event no longer occurs with regularity). Ask a Marketing Expert allows anyone to ask their marketing question and get answers from MKTMaven or from one of our visiting marketing experts. Here’s what was discussed.
Eric Davis, how did your focus groups go today? Any great insights (you don’t have to share the client). I’ve done a lot of focus groups myself and find they can be very valuable or a waste of time depending on the mood of the group.
Hi there! I can share the client in this case. I am doing some pro bono work for the Reston Chamber of Commerce to define the value of membership.
It is interesting with regard to chamber dynamics because they have such a diverse set of members. From Northrop Grumman and Microsoft to a real estate agent and home decorator. Understanding why they are there and wrapping it up in one message is unique.
I am mainly doing this to keep my mind going in a higher level, but hearing decisions based on assumptions is what spawned. This initiative.
As far as findings… Wow! We. Have discovered new events that would help retain and draw new members, how to streamline and improve the path for new members, what to talk about (elevator pitches) to potential members, how various member benefits are perceived, how the chamber is perceived with respect to other chambers and many more!
This is the third of four groups I am doing. These are more accurately roundtables or informal focus groups. Meeting with the board, lapsed members, and those that visited and never joined, members (over 6 months active) and new members (less than 6 months active.
Metrics for assessing marketing success.
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