Presentation on theme: "Phase One Sales Training Contact: Alison Heller 720-420-8109."— Presentation transcript:
Phase One Sales Training Contact: Alison Heller
GutCheck Introduction Demonstration Of Platform Use Cases Pricing/Packages Next Steps For November In Person Training GutCheck Background Agenda
Typical Applications For GutCheck: What We Do: We create real-time applications that provide near-instant access to a brands target consumer – so they can get answers to business questions quickly. GutChecks Mission: We help enable businesses to answer the 100s of questions that need customer validation. We do this by making insights more immediate, more flexible, and more affordable. GutCheck Background Communication/Messaging Development, Advertising Testing, New Biz Pitches, Web Design Testing and Social Media Signal Testing
GutCheck Company Timeline Early 2010 Launch: March 2011 Dec 2012March 2012Oct 2012 Peoples Choice Award -$1mm Enterprise Customers including Product Expansion = New Applications 4x Growth Strategic Corporate & Channel Partners
5 Who Are Some Of GutChecks Clients?
FACT: Consumer Insights Not Being Used In Business Decisions On average, marketers depend on data for just 11% of all customer-related decisions. They put data last on their list – trailing conversations with managers, colleagues, expert advice and one-off customer interaction.
WHY: Insights Not Keeping Up With Speed Of Business Constant Contact and Feedback Decisions Being Made Daily Budgets Tightening Weeks/Months For Feedback Cost Prohibitive BUSINESS REALITY QUALITATIVE RESEARCH
Agency Reality: Campaign Launches in 5 Days Media Is Purchased Typical Focus Groups Or Qualitative Research Will Take 4+ Weeks For Results I cant tell the client NO again!! Agency Common Scenario With Their Client Help! Our client is having cold feet with the new creative. The CMO needs us to get consumer feedback before launch. Can Someone Help?!?
Typical Client Request: Is This Possible?
Client Success Factors: I can make decisions quickly. GutCheck gets answers in real-time to business questions. I have control over the project GutCheck lets you do the work yourself or well do it for you when dont have time/expertise. I can do more with less! GutCheck Online Research Strategists act as an extension of the clients team. GutCheck Success: Make Client The Hero
Platform Demonstration 11
GutCheck Platform Makes The Answer Yes!! 12
Audience: Male business travelers who were full time employees, had incomes over $75,000 and rented cars for business travel 6+ times per year. CASE STUDY: Quick Feedback For New Business Pitches GutCheck Solution: Two rapid rounds of 10 interviews with target audience. Both rounds completed in less than 48 hours. Client Issue: Agency had less than four days to present analysis of spec advertising concepts for potential national car rental client. Agency needed to demonstrate that they understood the target market and needs with the creative concepts.
Results: Client was able to point out consumer perceptions of existing creative and make recommendations with confidence the same week and create campaign for client. The tagline is so OLD as this point, but it still relates to a service and experience that is superior. I really liked the campaign because the category is so competitive and the advertising made me feel better about them and they are trying to win my business… …and the GPS mention was a main value point. CASE STUDY: Quick Feedback For New Business Pitches I feel like the tagline makes sense because they have real people and not a kiosk – and will be able to fix issues for me. BRAND PROMISE: CAMPAIGN CREATIVE: What do they think of current concepts and why? Do business travelers believe brand promise?
CASE STUDY: Context For Social Media Signals Client Issue: 360i was working with large CPG food service brand and developing a recipe oriented web site for its target consumers. Was heavily measuring twitter feedback to influence decision making. Audience: Moms who were primary cooks and grocery shoppers for their families, aged 21 – 45 who had children and prepared meals at least 4 times per week.
Moms are tweeting most during cooking. Inspiration emerges as a theme. 29% AFTER 42% DURING 29% BEFORE we're having a late dinner. its in the oven now. im cooking a family favorite salmon n asparagus - Just finished eating dinner was to good I cooked peppersteak and rice now time to get the kiddos in the bed I dont know what im cooking for Dinner.. Lol I ask Caela what she wanted she said Shicken mama gotta love the kid she is my world. Source: 360i analysis of conversations from Sysomos data spanning September Sample size 100 Twitter posts CASE STUDY: Context For Social Media Signals
The first thing is I do is I look and I go for inspiration. I go I look on everyone's boards and I look at what everyone's been pinning. Its almost like my daily digest of what recipes people are pinning. Its a great way to be inspired and to find new recipes. But also, what I really love about it beyond that is that Im able to categorize my recipes, and before I would just bookmark them and that would just turn into a big mess. And with Pinterest I can keep things neat and organized and I can see everything and with the pictures its visually appealing. Source: 360i analysis of in-depth-interviews within target audience. Conducted in September GutCheck Finds Context For Inspiration & Path To Pinterest Results: 360i was able to discoverer Pinterest influence long before it was popular & develop highly successful website that encouraged inspiration everyday.
Client Issue: Leading FemCare brand needed immediate validation for current digital and television executions with their core target audience so they can plan future creative. Audience: Females ages 18-34, who had specific pad vs. tampon preferences and identified specific brand usage. CASE STUDY: Rapid Advertising Concept Testing How can I quickly engage with my target audience and find out what they think about current advertising beyond traditional media and research dashboards? How can I get specific feedback about what they do and dont like about our advertising - now?
GutCheck uncovered why digital advertising was not performing as well as originally planned, in the same week project started. CASE STUDY: Rapid Advertising Concept Testing
GutCheck Solution: 10 real-time interviews completed in 24 hours, combined with a 20 person community discussion completed in four business days. Results: Client was able find 3 concrete changes to make for future digital executions, and determine user messaging that resonated and fit with the brand for future creative. CASE STUDY: Rapid Advertising Concept Testing CLIENT VIEW OF BIG GUTCHECK BENEFITS: 1.Getting answers quickly – measured in hours or days vs. weeks or months. 2.High-quality solution and great service without significant costs. 3.Flexibility to change project needs on the fly.
Sample Pricing 22
Audience: Females ages 18-34, who had specific pad vs. tampon preferences and identified specific brand usage. Community Participants: 20 Approach: Client DIY Community Pricing: $4,400 SAMPLE PRICING: Instant Research Community How can I get specific feedback about what they do and dont like about our advertising - now?
Audience: Predominantly male business travelers who were full time employees, had incomes over $75,000 and rented cars for business travel at least 6 times per year. Interviews: 20 Approach: Full Service One-on-One Interviews Pricing: $6,800 SAMPLE PRICING: In Depth Interviews Do business travelers believe brand promise? What do they think of current concepts and why?
Logistics and Next Steps 25
Online Research Strategist Presentation Slides Product Overview Sheets Case Study Sheets Value Content What Else To Consider? Tools To Help You Sell
Point Of Sale Process To Ensure Smooth Delivery –Youve Sold It, Now What? –Troubleshooting Discussion Practice Demos Detailed Pricing Discussion Competitive Considerations Training Materials Review Next Steps – TMRE Training On November 14
What Else Do We Need To Consider?
Thank You Need More Information? Ready to Get Started? Please Contact: Alison Heller