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It's that time again . . . time to get the ball rolling on your new membership recruitment campaign Cheap Bobby Orr Hat , or your seasonal ad campaign, or your annual meeting promotion. You need an idea, a direction, an inspiration to guide your creative mind to a result that will be executable, will reach and resonate with the intended audience, and come in within budget. Where do you turn? Hopefully Cheap David Pastrnak Hat , you turn to the potential customer, in the form of primary research.

The more you know about the audience for any marketing effort, the more effective that effort will likely be. You know the challenges they face, you know the mindset they use on a daily basis, you know what they need, and can make your concepts Cheap Brad Marchand Hat , copy and offers sing to the audience in a way that creates action, but only if you have the information you need. The way to get that information, in a reliable way that you can use to make decisions, is to be in regular contact with the audience. One of the most effective ways to do that is with periodic in-depth phone research.

Get a Reality Check
In-depth phone research, when combined with some written survey work on a periodic basis, can help you get an accurate feel for your members or target audience on an ongoing basis Cheap Tuukka Rask Hat , unfiltered by the "pick the middle choice" phenomenon of printed surveys. Done in a truly blind fashion, where the audience has no idea your organization is behind the questions, customers feel secure enough to answer honestly and directly. Even so, most respondents in a small, highly specific prospect pool, especially in a member-based organization Cheap Patrice Bergeron Hat , figure out that the word will filter back to your organization eventually, so they feel that this may be an opportunity to air their gripes and get something done on their behalf without complaining directly to you. You can also gather information on the positive side as well, as compliments are far more rare then complaints from customers or members of the organization.

Customer service benefits aside, true primary research generates not only anecdotal information on your current customers or members, but if you include ex customers or former members in your scheme, there is quantitative data generated that can be projected accurately over the entire audience or prospect pool. And in that data is where the creative inspiration hides.

Draw Comparisons
Inspirational data often comes from the most unexpected numerical comparisons. Most marketing data mirrors the expectations that were built into the questions in the phone survey. In the face of that effect Cheap Jake DeBrusk Hoodie , there is often one set of data that stands out as an unexpected result, either very positive, or extremely negative compared to your own "feel" for that issue.

The other comparison that lends itself to driving a creative "hook" is the comparison between the data from your current constituents and your former constituents. Not only will this comparison show you what facets of your organization are working well and retaining customers, but it will also show some of the reasons why the ex-customers left. Those are the things you can address in your creative strategy to shore up those perceptions that could be discouraging potential customers from doing business with you.

Often an issue you feel is of little consequence turns out to mean an awful lot to the constituent audience. If you find that unexpected "key to their heart", that should inspire a creative approach that will yield considerable success. Both in the concept and in the copy, hitting that high note repeatedly based on solid research is usually a home run.

Careful reading and interpretation of that collected data is key to going in the correct direction. Sometimes some additional follow-up research with a small but representative audience to drill down on that unexpected issue can generate some additional Cheap Charlie McAvoy Hoodie , more leading data. That clarification can mean the difference between a home run and a wiff.

Occasionally, the opposite scenario plays out, and something you've been promoting as a benefit all along turns out to have little importance to the audience. That lack of "resonance" is a disconnect that you now know you can avoid in your copy. That frees up some room to play up the positive aspects you've verified with the research data.

Use The Data You Gather
Without the underpinnings of that research, there is little basis for decision-making in the creative process. The data can give you a more sturdy brand profile, it lets you make a persuasive case to senior management, and gives you something to backstop your creative direction. The temptation is often to take the data and twist it to meet the "gut feel" that exists in the collective mind of the organization.

Ignore the data at your own peril. If the study is conducted by professional researchers Cheap Tim Schaller Hoodie , and there are no clear flaws in the list of respondents and its reflection of the audience is accurate, then let the data drive your decisions.

The data doesn't lie. It's very easy to discount research data when you compare it to your own perceptions, or the preferred perception of the organization, and it doesn't match. It's tougher to stick to your guns, believe the data and act upon it. Once you see it work predictably and successfully, you learn to trust the numbers.

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