Monthly Archives: January 2015

How to Get Funding by Telling Your Brand Story

Marketing Research Adds the Substance Potential Investors Want

2405350014_e2cdd26e7d_zHumans think in narratives. Before computers, before printed or even written text, information was passed down verbally, in stories. These tales helped people remember themes, lessons, and survival information, and then to retell the story to others. In today’s embarrassment of information riches, we sometimes forget this basic truth – a great story resonates in someone’s mind far beyond the telling.

Storytelling has been blossoming lately for this very reason. It’s vital to companies seeking initial, or additional, capital to be able to tell their story to those with the money. While financials back up the story, that initial pitch to potential investors can mean the difference between being considered and being forgotten.

Marketing research reduces risk and illustrates increased upside.

Sometimes lost in this quest for a compelling brand story, however, is where the thematic details originate. Some entrepreneurs are so persuasive in their vision that their passion alone, mixed with fun “driving around from store to store” and “maxing out personal credit cards” details can be enough. But for most mere mortals, it helps to have something more: marketing research. Continue reading

4 Reasons Not to Do In-House Market Research

Corporate research teams bring expertise and smarts, but some pitfalls must be considered when deciding whether to do marketing research in-house.

 

Abandoned House

Bringing the perspectives, opinions and information about your buyers into your company’s marketing mix will help your brand thrive. Who better to do this work than the very marketers who study buyers daily?

Maybe. But there are many reasons not to do in-house market research.

1. Defensiveness

Marketing research asks buyers to be honest about the brand, product and company. The primary interactions buyers and prospects have with a brand are put into the marketplace by the marketing team. So it can be hard to hear all of this unbridled honesty. Human nature means we protect ourselves from hearing negative things about ourselves and our work. This could mean needed improvements are missed due to natural defending on the part of marketers. Continue reading

Colorado Outdoor Companies We Like

People come to Colorado, and stay here, to have the opportunity to be immersed in the outdoors, whether for snowboarding, hiking, rafting, snowshoeing, or just gazing at the sun setting behind the mountains. Outdoor brands are a reflection of that culture. Colorado outdoor companies know how to carve out a niche that translates around the world. Colorado’s brands do style, function and integrity, acting from a place of passion and values.

Following these principles are what makes me like these local outdoor brands:

Pactimo

Bicylists climbing mountain road in USA Pro Challenge in Drake, CO.

Photo courtesy of Kimon Berlin on Flickr.

Serious cyclists abound here in some of the most challenging road races around, up and down Colorado mountain passes, all at altitude. Pactimo‘s roots in Colorado led it to design custom racing gear, manufactured in company-controlled factories, sold online at a high level of customer service to world-wide cyclists.  I like its passionate responsiveness to a niche consumer, the elite sport brand look and feel and its Colorado based success. Continue reading

Cost Cutting Cadbury Candy Fiasco

Marketing research sensory testing so handy to shoulder the blame.

Cadbury Cream EggsInternal political squabbles abound in corporate meeting rooms large and small. Sales (we do all the work!) vs Marketing (we make it all happen, you just pick up the phone!). Product Development (look at our beautiful baby!) vs Finance (it costs how much?). Senior Management (introducing our new initiative!) vs Operations (how are we supposed to make that happen?).

So it’s handy to have someone to break the tie. Or to blame unpleasant decisions on. Continue reading

Innovation in 2015, innovative ways to spend your budget

5 Innovative Ways to Spend Your Marketing Budget in 2015

There’s no better time than the New Year to bring fresh ideas to your business.

Last year we saw the rise of crowdfunding, the announcement of exciting wearable technologies, and a continued effort to engage customers through social media and mobile. It was a year of thrilling trends in consumer development.

How many times have you or one of your colleagues said “That’s just the way things are done around here”? Don’t get stuck in a pattern of doing things a certain way just because that’s how things have always been done. Ask WHY, and if there isn’t a good reason perhaps now is the time to think of changing.

Innovation in 2015, innovative ways to spend your budgetThere’s no better time than a New Year and a new budget to bring fresh ideas to your business. Here are 5 exciting and innovative places to allocate your marketing budget in 2015 with an eye toward future revenue streams:

 

Continue reading

10 (Business) New Year’s Resolutions 2015

According to Forbes*, Only 8% of Individuals Achieve their Resolutions!

business new year's resolution, fireworks

No need to think up my own New Year’s resolutions this year. As a researcher, I can re-purpose other people’s thoughts for fun and profit, so I checked usa.gov to find the most popular New Year’s resolutions in America. Here they are, remodeled for BuyerSynthesis:

1. Lose Weight

I interviewed recurrent dieters for one of my clients this past year. While participants browsed the client’s new website, I learned their motivations in choosing a diet. One theme can be called, “What will they let me eat?” I found this fascinating. For most, the diet plans acted as a surrogate mother, giving or taking away permission for this basic need. And this got me thinking about how at some point we all need to make our own choices.

Continue reading