Category Archives: customer insight

Consumer Power pushes agencies in new directions

The Media Strategy Conference in Toronto set out to “change minds and change models.” In my view, speakers most successful at pushing the mind were Rishad Tobaccowala in his key note on “Imagination, Reinvention and the Future of Media” and Marian Salzman’s “Brand Sluts”. Nancy Vonk presented on her agency’s remarkable work for Unilever’s Dove – Campaign for Real Beauty. A 4-year-old initiative, it seems this has become a calling for the brand. Cool.

Ad agencies are trying to structure themselves to respond to the irrevocable shifts in market dynamics where community and collaboration are far more important, than traditional agencies can possibly deliver.

The bottom line is value has to be real, and the only judge of value is the consumer. Not a segment, but a person. Hard to fool anyone these days, even though advertisers and their agencies create so much noise by bombarding us consumers with thousands of unwanted messages every day.

That’s why I now spend my time on developing precise customer insights that enable relevant, valued conversations. And I work on the mechanics – and thus the backbone technical requirements – so that these insights become actionable. In my view, these will be the strategic moves that matter.

Online Research Conference in Ottawa

On November 5, the Marketing Research and Intelligence Association will hold its second Online Research Conference, called Net Gain 2.0. Like I do on the Ottawa Chapter board, I am volunteering on the conference organizing committee, responsible for marketing and communications.

I’m interested in this area because just like marketers and media/advertising agencies have to go where people are – rather than where they used to be – so do researchers. Accomplishing that in ways that are reliable and valid, and thus can yield solid insight to base business decisions on, is important.

As Canadians are living and interacting via the web, are letting go of landlines in favour of cell or PDAs and are increasingly viewing their opinions as something valuable, the research field is rapidly evolving. I’m looking forward to hearing from research practitioners who we are at the leading edge of this field.

NAC Orchestra season launch filled with good news

Last night, the NAC Orchestra got its new concert season underway – it was amazing: sold out concert hall, a fabulous Beethoven Festival kick off program, great energy on stage and in the hall.

Over the last year, I’ve led the NAC Orchestra’s Audience Development project. Working with many talented people at the NAC from music to marketing to production to management, I’ve provided research, analysis, insight as well as strategy process facilitation. Together, we’ve been plotting the strategic moves needed to build larger audiences.

The following is an excerpt from a press release the NAC Orchestra issued a couple of days ago – the kind of news that truly endorses the analytics, strategy and facilitation work:

“Subscription revenues have surpassed the $2 million mark with more than 13,000 subscription series already sold – over 800 more subscriptions than this time last season. The Beethoven Festival, led by Pinchas Zukerman – which includes several concerts in the classical series – has proved extremely popular with six of the ten concerts sold out in advance of Opening Night on September 19. Continuing strong sales bode well for the entire Festival and the full season of classical music programs. The TD Canada Trust Family Adventures with NACO led by Principal Youth and Family Conductor Boris Brott has seen a rise of more than 46% in subscription ticket sales compared to this time last season, while the CTV Pops Series under the artistic direction of Principal Pops Conductor Jack Everly has increased by 10%.”

“Success is attributed to a comprehensive Audience Development Programme on which the NAC Orchestra embarked a year ago using extensive research into its audiences’ interests and priorities together with analysis of 20 years of sales trends. Initial improvements include implementing a wider range of (and in some cases lower) ticket prices throughout Southam Hall to offer greater access; increased flexibility in packaging the classical, pops and recital series – a move that has resulted in a 37% increase in “pick-your-own series” sales; and adding more access to artists through post-concert talkbacks and live NACOcasts (podcasts) to complement the traditional pre-show chats. Other initiatives include additional interactive web features, starting with the Beethoven Festival; more comprehensive house programmes, and special appreciation events for new and long-time subscribers. And this is just the beginning.”