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Double-Duty Market Research
Producting a market research campaign on a dime budget
Market research tends to be an expensive proposition not easily tied to the bottom-line profitability of a business. However, this marketing activity can pay off huge dividends, especially if it can pull double-duty.
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Consider, for example, a simple research survey sent to a rented list that packages the specific demographics you're looking for in your ideal buyer.
Technically develop the survey itself using point-and-click services like Zoomerang or outsource the survey's development to a marketing firm. Either way, participation in the survey could be rewarded with a pre-released copy of the research report.
That's a "self-generating" incentive. |
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Additionally, the results of the survey could be used both for helping marketing and sales activities speak to your target audience more clearly, but also in your sales collateral. For example, the survey could offer valuable statistics to be used in sales meetings like, "48% of businesses report they would take advantage of a specific service if the contract terms where short." The sales members can then exclaim,
"We don't even have contract terms!"
Other ways market research can pull double-duty include:
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