1. 2314 Harrison Street | Evanston, Illinois 60201 | phone: (847) 475-6202 | www.cbwhite.com Marketing “Outside-In” How Youth Choruses Can Use Marketing Research June 16, 2012 Carol B. White carol@cbwhite.com Copyright ©2012 CBWhite

2. Copyright ©2012 CBWhite 2 Let’s back up to “Marketing” Firmly rooted in mission Matches products/services to people’s needs and desires Helps you realize your mission Selling out Coercive Intrusive Manipulative Wasteful By talking about what successful Mission Marketing IS… and is NOT.

3. Copyright ©2012 CBWhite 3 Marketing – a new set of reactions ► If we experience and observe reactions like: ● Fear ● Distaste ● Just not “me” ● For businesses ► How do we move to: ● Can help me and my chorus ● Can help the people in my community ► By understanding that Successful Mission Marketing: ● Helps people understand us and what we have to offer ● Enhances their experiences ● Increases the chance that we can touch them ● Is one of the tools that helps us succeed in “maximizing mission”

4. Copyright ©2012 CBWhite 4 How Does Marketing Research Fit In? Knee Surgeon One  I use the Robotic Kneeoscopy Supermajig with osteoifalomatic interiasilimajiffy. Knee Surgeon Two  Our procedure will have you back on your feet within 4 days.  Would you like to know more about how this works?

5. Copyright ©2012 CBWhite 5 How Does Marketing Research Fit In? Knee Surgeon One  I have a degree from Harvard and did my fellowship at Stanford.  I know what’s best for you. Knee Surgeon Two  I have extensive experience and can provide more on my background if you wish.  Do you have any questions?

6. Copyright ©2012 CBWhite 6 How do we make sure we are like Doctor #2? ► It can’t come from the inside ● Almost always leads to listing credentials and methods ● Will emphasize what we value ► Must go outside and listen ● To learn what our prospective customers/stakeholders value ● To learn what our current customers find valuable about us ► That’s where marketing research comes in

7. Copyright ©2012 CBWhite 7 Common concerns ► We can’t afford it ● Consider inexpensive techniques ● Factor in the payback ● Approach funders ► What if research says something we don’t want to hear? ● You don’t have to do what they say ● You do have know what they are saying! ► Other concerns?

8. Copyright ©2012 CBWhite 8 Qualitative Research Overview ► Common forms ● Focus groups ● Individual in-depth interview ► Objectives ● Surface issues, ideas, barriers, perceptions ● Learn market’s language ► Common Outcomes ● Better understanding of the questions ● Input to market survey

9. Copyright ©2012 CBWhite 9 Qualitative Research Options ► Low/no budget ● DIY ● Pros: Low cost, hear input directly ● Cons: Missing expertise and objectivity, participants may not be forthright ● Bottom line: Can be done if necessary ► Some budget ● Retain facilitator to prepare, facilitate, and report ● Pros and cons (reverse of above) ● Bottom line: Valuable input

10. Copyright ©2012 CBWhite 10 Qualitative Research YCT ► Scope/Process ● Board and Staff brainstormed ideas and hypotheses ● CBWhite conducted interviews with parents ● CBWhite conducted benchmarking interviews with other organizations ► Outcomes ● Developed list of benefits, factors/influences to test ● Supplemented list of marketing methods to test

11. Copyright ©2012 CBWhite 11 Quantitative Research Overview ► Common forms ● Online surveys ● Paper questionnaires ► Objectives ● Measure perceptions, motivations, competition, etc. ● Assess interest in new ideas ● Compare segments (e.g., middle-schoolers) ► Common Outcomes ● No more guesswork ● Fewer debates and decisions based on anecdote ● Clear direction

12. Copyright ©2012 CBWhite 12 Quantitative Research Options ► Low/no budget ● DIY ● Pros: Low cost ● Risks: Questions that are leading, hard to interpret, hard to answer, participants may not be forthright ► Some budget ● Retain expert to write survey ● Conduct analysis in-house ● Have marketing implementers use results ► More budget ● Retain expert to write and analyze

13. Copyright ©2012 CBWhite 13 Quantitative Research YCT ► Survey One: YCT parents using in-house list ● Perceptions of YCT and “others considered” ● Benefits/influences ● Marketing methods ► Outcomes ● New positioning statement focused on: − Perceptions of YCT − Benefits and influences ● Marketing plan − Resources aligned with high-impact methods − Schedule and responsibilities ● Confidence!

14. Copyright ©2012 CBWhite 14 Quantitative Research: YCT Shift in emphasis: ● Before: − Artistic excellence − Performances in great venues ● After: − Fun, fun, fun − Convenient − Top-notch

15. Copyright ©2012 CBWhite 15 Quantitative Research: YCT

16. Copyright ©2012 CBWhite 16 Quantitative Research YCT ● More recent survey with prospects to explore: − Competition − Early specialization − Segments and subgroups ● Leading to enhanced strategies based on YCT demographics

17. Copyright ©2012 CBWhite 17 What does this mean for your chorus? ► Explore what makes you special and unique ● Listen to your constituents ● Take nothing for granted  Your message needs to be aligned with your product. ► Examine your marketplace ● Competition/alternatives ● Values ● Benefits  Your product, message, and methods need to fit your situation.

18. Copyright ©2012 CBWhite 18 Next Steps ► If you have questions, feel free to contact me at: Carol White CBWhite 847-475-6202 carol@cbwhite.com ► Thank you for coming!