Archive for June, 2009
Using Technology Market Research to Uncover Software Sales Leads
Ridge Technology Marketing specialises in helping technology and software companies to use market research to market and sell their solutions more effectively. The following samples of sales opportunities driven by technology market research illustrate just how effective this method of market research can be.
Sample 1:
Country UK
Company On File
Industry Warehousing
Turnover
Employees 350
Number Sites 1
Telephone On file
Contact Name On file
Contact Title
DDI/Mobile On file
Fax
Email On file
Web Site On file
Date Identified: 29th August 2008
Lead Expires:
Project Summary:
The Client is currently using a bespoke ERP solution among 50 users and intends to replace the existing ERP application. The Client is open to evaluating various ERP solutions and has expressed an interest in MS Navision. It is envisaged that the new ERP system will commence implementation circa Jan.09. There is a budget available for this implementation but it has not been disclosed. There is future opportunity for a Warehouse Management System for the Client.
Sample 2:
Country USA
Industry Medical Device
Turnover Unknown
Employees 600+
Number Sites 6
Telephone On file
Contact Name On file
Contact Title IT Manager
DDI/MobileFax On file
Email On file
Web Site On file
Date Identified: 18th August 2008
Lead Expires: 20th November 2008
Project Summary:
The Client has 9 companies and requires a global ERP solution. The Client is predominantly Microsoft based and is currently launching a MS CRM solution globally. The emphasis for this project is on an ERP implementation in the US and North American market with the remaining global offices thereafter. The Client is considering both an upgrade of the existing MS Dynamics NAV ver 3 to Dynamics AX as well as a replacement of MS Dynamics NAV. The proposed ERP system should include MRP, Order Processing, Logistics, Automated Purchase Order Processing and automated personal expense and credit card management. The Client is also looking at a Financial Reporting tool, possibly third party to incorporate consolidated accounts as well as the 9 individual company accounts.
When implementing technology market research it is important to consider the primary objective of the research campaign. Is it to understand customer needs, understand product performance or to generate sales opportunities. The above samples had a singular goal of generating sales opportunities for clients and the campaign criteria for this was very clear. Clarity of campaign objectives in technology market research is the key to success.
Online Market Research
Is there demand for my product or service? Are my customers satisfied with our service? How can I generate more sales volume from my existing customers? How can I improve the quality of my product or service? If there is something that you would like to know about your business and industry, marketing research is the way to start researching for some answers. Marketing research comprises one of the most important and fascinating facets of marketing. We are going to focus on sharing some Internet resources that can help you to conduct online marketing research. “Marketing research is defined as the systematic and objective identification, collection, analysis, dissemination, and use of information for the purpose of assisting management in decision making related to the identification and solution of problems (and opportunities) in marketing.”(Malhotra, 2004)
There are many ways in which the Internet can be useful to marketing researchers. It can be used as a source of marketing research providers, a source of secondary data, a source for marketing research software, and a source for data gathering via focus groups, surveys, etc.”(Malhotra, 2004)
Why do Market Research?
- It helps to understand current industry and market trends.
- Provides information about target customers.
- Identifies market and sales potential.
- Keeps researchers objectives.
- Becomes a framework for creating a marketing strategy.
- Helps business owners to examine customer satisfaction.
- Gives a close look at their competitors strengths and weaknesses.
- Helps marketing managers create benchmarks for future improvement.
There is perhaps no single best way to search the Web, but we recommend the following steps:
1. Pre-Searching Analysis: Think about the topic or subject you want to explore on the Web. Ask yourself some of the following questions, what unique keywords are associated with the topic or subject? Are there any organizations or associations that might have information on the subject through their web sites?
In order to identify trends for your topic or subject, you are going to have to put together a key word set to run in the search engines.
2. Run your key word set in any of the search engines.
Recommended Search Engines
- Google: http://www.google.com
- Yahoo: http://www.yahoo.com
- MSN: http://www.msn.com
- Ask: http://www.ask.com
For example, let’s supposed that you are searching for a Hispanic Business Directory where you can promote your business. “Hispanic Business Directory” is your key word set. You are going to open any of the search engines available in the market to find what you are researching for. Use the following variations to get better results:
“Hispanic Business Directory” – Specific search for what you are researching for.
“Hispanic Business Directory*” – Add the star symbol to research for every variation of the word.
“Hispanic Small Business Directory” – You can be as specific as you need to.
“Hispanic Business Directory*” and result* – Helps to find case studies if there are available in your topic or subject.
Recommended Keyword Search Tools
https://adwords.google.com/select/KeywordToolExternal
http://freekeywords.wordtracker.com/
http://www.keyworddiscovery.com/search.html
http://smallbusiness.yahoo.com/
3. Learn as you go and be open to vary your approach with everything that you are learning from your earlier findings. Follow leads that can take to what exactly you are researching for. If you need official data, we recommend you to visit the official web site of the USA government.
Government Sources
Visit http://www.firstgov.gov. This USA official site provides a gateway to all government sites. You can also visit the official sites for your county or city. They provide very relevant information, especially when you are trying to find demographic data.
4. Usually, the most relevant information is within the first three to five pages of Google or any of the other Search Engines. If you can’t find anything interesting within the first 3-5 pages of results, you need to improve the quality of your key word set in order to get more relevant results.
The following are a list of Online tools that you can use during your online marketing research:
On-line Market Research Sites, Services and Tools
- Questionpro: Offers survey great design templates and hosting, visit http://www.questionpro.com.
- Zoomerang: A great site to develop your own online survey, http://www.zoomerang.com.
- Vovici: Create professional-quality surveys with a comprehensive, wizard-driven process, http://www.vovici.com.
- Surveybuilder: Customizes online surveys and respondent retrieval, http://www.surveybuilder.com.
- Surveysystem: Sells the research tools or will host your online survey, http://www.surveysystem.com.
- Add-A-Form: Create a survey form or use an existing form, http://www.addaform.com.
- Quantcast: It’s a new media measurement service that enables advertisers to view audience reports for millions of sites and services to build their brands with confidence, http://www.quantcast.com.
- Busreslab: Online employee and customer satisfaction surveys, http://www.busreslab.com.
- Frost and Sullivan: Excellent industry specific market research reports, http://www.frost.com.
- GuideStar Research: Freebees and assistance with online surveys, http://www.guidestarco.com.
- ResearchInfo: Great source of information for market researchers, http://www.researchinfo.com.
Email list sources
- Emailresults: Permission based email providers, http://www.emailresults.com.
- L-I-S-T: L.I.S.T. Inc. is a leading provider of B2B email lists, B2B mailing lists and B2B telemarketing lists, http://www.l-i-s-t.com.
If you need help from experts in the topic, we recommend you to visit:
Marketing Research Associations Online
AAPOR: American Association for Public Opinion Research (www.aapor.org)
AMA: American Marketing Association (www.marketingpower.com)
ARF: The Advertising Research Foundation (www.arfsite.org)
CASRO: The Council of American Survey Research Organizations (www.casro.org)
MRA: Marketing Research Association (www.mra-net.org)
QRCA: Qualitative Research Consultants Association (www.qrca.org)
RIC: Research Industry Coalition (www.researchindustry.org)
CMOR: Council for Marketing and Opinion Research (www.cmor.org)
Developing your Internet research skills is one of the skills that a lot of business owners should develop due to the important role that plays to understand your competitors and the market in general.
I hope you find some of these information useful.
Cheers to your success,
Jose Aburto
Local Farmer's Market Outside at Cirelli Marketplace Every Friday From 3 – 7 Pm Starting June 20
DATELINE: MIDDLEBOROUGH, MA…
Cirelli Marketplace, located at 30 Commerce Boulevard in Middleborough, MA is bringing the “buy local” concept to a new level!
Starting on Friday June 20, 2008 from 3 pm to 7 pm, the Marketplace has invited local growers and crafters to set up their canopies outside Cirelli’s and sell their farm fresh products and handcrafted wares directly to Marketplace customers. The Farmers Market will continue every Friday throughout the summer and fall growing season.
Freshly harvested fruits and vegetables will be available along with a tempting array of other farm products such as jams and jellies, craft items, specialty soaps and lotions, herbal products, flowers, and small plants. Located off of Exit 6 of Route 495, the Farmers Market is ideally situated for travelers headed to the Cape for the weekend, offering a chance to stock up on fresh products and craft items along their way.
Vendors interested in participating in this new Farmer’s Market should contact Darlene Anastas, Chairman of the Middleborough Agricultural Commission, at 508-946-1293 or email danastas@comcast.net.
Cirelli Marketplace Manager John Santos is excited to be able to offer Marketplace customers the opportunity to buy farm fresh products directly from the growers, noting “We are please to be able to partner with local growers to add a whole new dimension to shopping at the Marketplace. The Farmers Market is organized and run by the growers who receive all of the proceeds of their sales while our customers reap the benefit of the availability of farm fresh products.”
Additional fun summer events at Cirelli’s include micro brew tastings on Saturdays through July 5 from 12 – 4 pm, and Classic Car Cruise Nights every Saturday from 4 – 8 pm. Throughout the summer.
To visit the Farmers Market at Cirelli Marketplace take Exit 6 off of Route 495 and follow
Route 44 East to Middleborough, travel 3/4 the way around the rotary and take Route 18 North toward Bridgewater, then take the first right onto Commerce Boulevard, the entrance to Cirelli Foods is on the left.
Farmers Market hours are from 3 pm to 7pm on Fridays, starting June 20, 2008. Regular Marketplace hours are Monday through Saturday from 7 am to 8 pm and Sunday from 8 am to 7 pm.
From Humble Beginnings
Originally founded in Brockton over 60 years ago, Cirelli Marketplace, the retail division of Cirelli Foods, was originally referred to as Cirelli’s Cash & Carry. Today the 17,000 square foot Cirelli Marketplace provides customers with the opportunity to shop for name brand products at warehouse prices, with no membership fees.
Cirelli Marketplace, located at Cirelli Foods’ Middleborough facility, contains 4,000 on-shelf products, and provides access to any of the other 10,000 items in stock in their warehouse. The Marketplace is a state-of-the-art retail operation offering a wide selection of name brand foods, paper goods, beer and wine as well a full selection of liquor.
Cirelli Marketplace is located at 30 Commerce Boulevard in Middleborough, MA, with close proximity to Interstate 495, and Routes 44 and 24. For additional information about Cirelli Marketplace please call 1-508-947-8211, email marketplace@cirelli.com, or visit www.cirelli.com.