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Advertising Research Tools

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How To Win New Advertising Accounts With Research

images rI am a research junkie. I think it comes from having started my career at Dancer Fitzgerald Sample, a huge NYC agency that excelled at consumer research and had a range of proprietary tools all managed by a multi-person research staff. And then, a couple of years at Saatchi London, with its cadre of Account Planners. And, over the years, I worked with clients like General Mills, J&J and Sara Lee that used advertising research to track everything before they made big buck decisions.

And, I know that smart targeted research is one of the best new business attractors. Read this article on how to grab the attention of virtually any client “An Irresistible New Business Sales Pitch“.

And, when used strategically in an in-person pitch, smart, compelling research can help you win the heart and mind of a client within the first five minutes of your meeting. Used correctly, research can be a dramatic wake up call or a smart way to confirm that you get the client’s business and industry.

It’s Gotten Easier

Good news on the research front is that with digital tools, we do not necessarily need to run expensive research programs to generate decision-making or new client attracting data. Here are a few tools that even an intern can manage (manage, not set up) to whet your information appetite. [Read more…] about Advertising Research Tools

Some Sweet Free Consumer Research Tools

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I Love Free Consumer Research Tools

1395146043_khloe-kardashian-articleI wrote about the new world of free (or virtually free) consumer research on LinkedIn. I discussed how I used Google Consumer Surveys to answer the question, “Have you ever considered retiring in Mexico?” The survey took about 10 minutes to set up and less than 24 hours for me to get 500 responses from my target group of 45 to 65-year olds. Surprisingly, 13% of this target group said yes.

OK, OK, it did cost me $50. But, really 50 bucks for a real survey is virtually free. (Yes, I know that serious researchers will have lots of questions about how Google runs these but, go with the flow.)

Another Google tool I use often (it is especially valuable to prove points in new business pitches) is Google Trends. Google Trends displays search history across the Google world view. Need to convince your client that she should hire Khloe Kardashian for its next social media program? Let Google Trends show you our wonderful world’s interest in this highly talented young woman.

 

Google Trends Web Search interest Khloé Kardashian Worldwide Jan 2008 Aug 2015

 

 

 

There’s MoreFree Research Just For You

I am sure you know about Survey Monkey. Here are a couple of newbies.

Typeform is an online survey and form builder. From Typeform:

Online forms are an integral, if often unflattering, part of any modern business. By matching your style, both verbally and visually, typeforms transform the way you collect data, so you can put your stamp on what you ask.

What if there was a medium that can be both your promo flyer and your application form? A single tool that builds all sorts of competitions, with the perfect looks for social media. That’s what a typeform is.

Time and resources for developing landing pages, microsites and product presentations are scarce. Your project deserves to make a great first impression, and be ready to interact with visitors from the off.

Free Survey Creator. Surveys… fast.

Tally creates instant polls. Here is an example.

Need Some Help?

I’ve written about the power of research in new business pitches and how-to maximize effectiveness in my book, The Levitan Pitch. Buy This Book. Win More Pitches. By the way… Buy the book and win more new business.