Frequently Asked Questions      

What is Market Insight? | What do you mean, results-driven? | Do you guarantee results? | What are your qualifications? | What is the single most critical factor to successful marketing? | So, how do you go about defining the target market? | What types of services does Market Insight provide? | How do you charge for your services? | On what types of projects have you worked? | Do you specialize in a specific industry?

What is Market Insight?
Market Insight provides marketing services to businesses, non-profits and associations. We do market research, surveys and questionnaires, strategy and planning and direct mail and promotions. The work we do is targeted, results-driven and designed to achieve the goals of the organization. Our special brand of insight is the result of extensive, hands-on marketing experience.

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What do you mean, results-driven?
Very simply, at Market Insight we understand that marketing efforts must generate a return. Marketing should be planned and executed to achieve your goals. It is a bottom-line, objectives-driven activity. Marketing gains you customers, clients and/or members, sells products and services, produces revenue, and earns repeat business. In order to achieve results, Market Insight takes a very targeted, focused approach. And it is this targeted, focused marketing approach that generates superior results, in shorter time frames, using fewer resources.

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Do you guarantee results?
No. Unfortunately, marketing doesn't come with guarantees. All the more reason you need expert guidance. After all, marketing is the single most important activity affecting the health and success of the organization.

Marketing isn't an intuitive exercise. People are far from predictable. But with a sound combination of experience and knowledge, a solid plan of action and a degree of patience, in most cases, results can be expected.

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What are your qualifications?
As President of Market Insight, I have over 20 years of hands-on marketing experience, including product, market and sales management. In 1981, I earned an MBA with a concentration in marketing. I also have eight years of sales experience. It is this sound combination of hands-on experience and knowledge that you gain when you hire Market Insight.

Market Insight will function as the marketing arm of your organization or work as a project manager, ushering your program from initial research, conceptualization and planning through implementation to a successful conclusion.

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What is the single most critical factor to successful marketing?
That's a tough one to answer because success is in the details. Research, timing, message, motivation, reach and frequency, follow-up, testing, sound data base management, results tracking, customer service and follow-up, - it's all important. But I do believe the most important factor is a targeted approach. It is important to narrowly define a single target market. It is this definition of the market that is truly critical to success.

One example: a financial planner once said to me "I know exactly who my target market is and it's a very well-defined market. It's everyone between the ages of 25 and 60 with earned income." Now, this is an excellent example of what not to do. By trying to address a hugely diverse market, this financial planner wasn't successful.

Another individual went to great lengths and effort to obtain the background and schooling to become an expert in his field. When he launched his own business, we outlined a sound, simple and workable marketing strategy for him to follow. Yet in subsequent discussions, I learned the plan wasn't being implemented because "something else always got in the way." Marketing must happen, on schedule and as planned, regardless what else occurs. It requires commitment, discipline and focus.

So, I believe a strong focus and targeted market are key. Focus is required for action and targeting is key to ensure results. Together, you have a winning combination. Market Insight will target your market and focus your efforts to gain results.

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So, how do you go about defining the target market?
First, research the subject and on an on-going basis, continue to research the market. Markets do not remain static. Test what you learn. Then incorporate that information into your plan. Test against what you know to work. Isolate the changes and test every step of the process.

Next, track and measure response. Record results and maintain the data.

Then finally, evaluate the results in light of everything you know. Identify the demographics, lifestyles and interests common to the group. Let that be the first step in the definition. Then narrow the definition further.

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What types of services does Market Insight provide?
As your marketing department, Market Insight will work to market your organization, achieving identified objectives on an on-going basis. Or we will work with you on a project basis. Either way, we work with you to insure a complete, comprehensive marketing effort.

Specific examples include product and market introductions, questionnaires, market research to answer particular questions, strategy, planning, cross-selling programs to existing clients/customers, membership development programs, lead generation, business growth and development, determining market demand, evaluating customer service, pinpointing important issues to customers/members/clients and motivating clients/members to act by learning what's important to them.

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How do you charge for your services?
If we work on a specific project, we charge a flat rate that depends upon the work to be done. If we are acting as your marketing department, we usually charge either a monthly retainer that entitles you to a specific number of hours or an hourly rate, depending upon the scope of the work and the arrangement with which you are comfortable. To start, we would meet to assess your situation and goals. It is important that there be a good 'match' - that the chemistry between client and consultant be sound. And we want to feel that we can achieve results for you and that we can do so in a timely fashion.

Assuming that's the case, we would then draft a proposal outlining the steps to be taken, the time frames and the associated fee(s). Once accepted, we can get to work.

Realize that the information you provide is completely confidential. You will receive customized, individual attention from Market Insight.

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On what types of projects have you worked?
Let us give you a few examples:

Example I:
When a golf and country club needed to fill membership openings, Market Insight worked with them to define their target market, develop a plan and implement the campaign. We used a special event - in this case, an open house, to entice the targeted population. We worked with the membership committee to insure that what was done was respectful of the club's image and acceptable to the Board. We coached the greeters at the open house and developed a written script to be used during the tours. Market Insight executed the entire promotion, and was responsible for the development and coordination of the project. We created the mail campaign as well as the follow-up consisting of thank you notes to everyone attending the open house. To those who hadn't joined, another 'final' invitation was extended. In other words, we worked at every stage to make the sale.

The result: all openings were filled and a waiting list of people wishing to join was created. Subsequently, the Club also raised the initial membership fee. Objectives achieved.

Example II:
A financial services organization came to us with several objectives: obtain information and feedback from their client base to evaluate their services and learn how they could improve, develop stronger ties with the client, and increase referrals. Market Insight developed a plan and campaign that accomplished that. At the core of the campaign was a detailed questionnaire. The custom approach was highly successful. We realized excellent response and referrals increased. The questionnaire and high degree of client participation fostered a strong sense of ownership and connection with the organization. Substantive changes in procedures were made. Within two years, the client base had doubled.

Example III:
A small business was struggling. In the power washing business, they had a well-defined market niche. But the strategies they used failed to reach their market. We revised their plan, playing to their strengths, reaching their target and doing so more easily and less expensively, by approaching the market through a different channel.

Example IV:
An established, successful subcontractor was launching a new product. Introducing it to the market, Market Insight planned an approach to aggressively seek new clients and cross-sell to the existing customer base. The result: orders exceeded goal. How? With a campaign that integrated direct mail, follow-up by phone, trade publication ads and press releases, all focused around a well-orchestrated product demonstration.

Example V:
An association had two separate goals: learn what was on the minds of clients and increase membership. Using a questionnaire format around which we built a campaign, we did just that. Membership increased and key issues were discovered for consideration. By the way, we usually obtain excellent response to our questionnaires. This time the response exceeded 20%.

Example VI:
A software provider had launched a product, but lacking appropriate expertise, wanted expert assistance to guide and refine future efforts. When Market Insight was hired, were-focused their marketing, refined the timing and developed a message that was better targeted. We instituted improvements in the sales process. The result: successive sales increases in subsequent years above established goals. Along the way we learned a great deal more about the buyer, which provided a baseline of information vital to the launch of a second product a few years later.

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Do you specialize in a specific industry?
I have extensive experience in finance, health care and associations. I have worked with all types of small businesses. And as a direct marketer, I gained experience with non-profits and associations in the fundraising and membership development arenas.

Market Insight has supported the marketing requirements of finance and insurance firms, technology i.e. software and computer services, membership associations, staffing agencies, and other business-to-business service providers, as well as those with tangible products to sell.

We accept only those clients to whom we feel we can make a contribution. We will NOT work with competing firms and we maintain strict rules of confidentiality.

Our objective is to provide superior marketing results to our clients. We seek to build a reputation for ethical behavior and excellence in our work. To the extent that our clients achieve their objectives, Market Insight succeeds.