2314 Harrison Street | Evanston, Illinois 60201 | phone: (847) 475-6202 | Marketing “Outside-In” How Youth Choruses Can Use Marketing Research

2314 Harrison Street | Evanston, Illinois 60201 | phone: (847) 475-6202 | www.cbwhite.com

Marketing “Outside-In”How Youth Choruses Can Use Marketing

Research

June 16, 2012

Carol B. [email protected]

Copyright ©2012 CBWhite

Copyright ©2012 CBWhite 2

Let’s back up to “Marketing”

Firmly rooted in mission

Matches products/services

to people’sneeds and desires

Helps you realize your

mission

Selling outCoercive Intrusive

ManipulativeWasteful

By talking about what successful Mission Marketing IS… and is NOT.


Marketing – a new set of reactions► If we experience and observe reactions like:

● Fear● Distaste● Just not “me”● For businesses

► How do we move to:● Can help me and my chorus● Can help the people in my community

► By understanding that Successful Mission Marketing:● Helps people understand us and what we have to offer● Enhances their experiences● Increases the chance that we can touch them● Is one of the tools that helps us succeed in “maximizing

mission”


How Does Marketing Research Fit In?Knee Surgeon One I use the Robotic Kneeoscopy

Supermajig with osteoifalomatic interiasilimajiffy.

Message Developed Inside-Out

Patients

Doctor

Knee Surgeon Two Our procedure will have you

back on your feet within 4 days.

Would you like to know more about how this works?Message Developed Outside-In

Patients

Doctor


How Does Marketing Research Fit In?Knee Surgeon One I have a degree from Harvard

and did my fellowship at Stanford.

I know what’s best for you.

Message Developed Inside-Out

Patients

Doctor

Knee Surgeon Two I have extensive experience

and can provide more on my background if you wish.

Do you have any questions?

Message Developed Outside-In

Patients

Doctor


How do we make sure we are like Doctor #2?

► It can’t come from the inside● Almost always leads to listing credentials and methods● Will emphasize what we value

►Must go outside and listen● To learn what our prospective customers/stakeholders value● To learn what our current customers find valuable about us

►That’s where marketing research comes in


Common concerns

►We can’t afford it● Consider inexpensive techniques● Factor in the payback● Approach funders

►What if research says something we don’t want to hear?● You don’t have to do what they say● You do have know what they are saying!

►Other concerns?


Qualitative ResearchOverview

►Common forms● Focus groups● Individual in-depth interview

►Objectives● Surface issues, ideas, barriers, perceptions● Learn market’s language

►Common Outcomes● Better understanding of the questions● Input to market survey


Qualitative ResearchOptions

►Low/no budget● DIY● Pros: Low cost, hear input directly● Cons: Missing expertise and objectivity, participants

may not be forthright● Bottom line: Can be done if necessary

►Some budget● Retain facilitator to prepare, facilitate, and report● Pros and cons (reverse of above)● Bottom line: Valuable input


Qualitative ResearchYCT

►Scope/Process● Board and Staff brainstormed ideas and hypotheses● CBWhite conducted interviews with parents● CBWhite conducted benchmarking interviews with other

organizations

►Outcomes● Developed list of benefits, factors/influences to test● Supplemented list of marketing methods to test


Quantitative ResearchOverview

►Common forms● Online surveys● Paper questionnaires

►Objectives● Measure perceptions, motivations, competition, etc.● Assess interest in new ideas● Compare segments (e.g., middle-schoolers)

►Common Outcomes● No more guesswork● Fewer debates and decisions based on anecdote● Clear direction


Quantitative ResearchOptions►Low/no budget

● DIY● Pros: Low cost● Risks: Questions that are leading, hard to interpret,

hard to answer, participants may not be forthright

►Some budget● Retain expert to write survey● Conduct analysis in-house● Have marketing implementers use results

►More budget● Retain expert to write and analyze


Quantitative ResearchYCT►Survey One: YCT parents using in-house list

● Perceptions of YCT and “others considered”● Benefits/influences● Marketing methods

►Outcomes● New positioning statement focused on:

− Perceptions of YCT− Benefits and influences

● Marketing plan− Resources aligned with high-impact methods− Schedule and responsibilities

● Confidence!


Quantitative Research: YCT

Shift in emphasis:

● Before:− Artistic excellence− Performances in great venues

● After:− Fun, fun, fun− Convenient− Top-notch


Quantitative Research: YCT


Quantitative ResearchYCT

● More recent survey with prospects to explore:− Competition− Early specialization− Segments and subgroups

● Leading to enhanced strategies based on YCT demographics


What does this mean for your chorus?

►Explore what makes you special and unique● Listen to your constituents● Take nothing for granted

Your message needs to be aligned with your product.

►Examine your marketplace● Competition/alternatives● Values● Benefits

Your product, message, and methods need to fit your situation.


Next Steps

► If you have questions, feel free to contact me at:Carol [email protected]

►Thank you for coming!

Documents

2314 Harrison Street | Evanston, Illinois 60201 | phone: (847) 475-6202 | Marketing “Outside-In” How Youth Choruses Can Use Marketing Research