Tips for today's media research landscape


A major challenge in today's media world is holding on to your staff, specifically experienced personnel. This is especially true in the media industry, which includes print, radio and broadcast with marketing and research staff.

Today's media sales teams are taking more responsibility for revenue by delivering more strategic recommendations and striving to close more business quickly. Having marketing research resources achieves this efficiently by embracing the shift from market research as an expense or a cost center to a revenue generator.

Since so many in the media industry are asking their staff to do more multi-tasking, Research Director On Demand suggests the following tips to help you with your marketing and advertising sales research.

Whether your research needs are for promotion, branding initiatives, sales presentations, proposals or a request from your customer, start by asking your customers these questions.

1. What are you selling? What are your top product lines, services and brands?

2. Who are your customers? Which demographics identify them?  What are their buying habits? What are their activities and interests?

3. Where are your customers? Which geographic areas define your market? Are they local or global?

4. What are your sales patterns? Monthly, quarterly, yearly? Or some other time period?

5. How do consumers shop and buy? What are their buying cycles?

6. Why should customers buy from you? What ideas and offers are effective when prospects are choosing among so many brand alternatives?

7. What's the best way to get customer response? Special offers? Merchandise? Services? Special prices? Sales? Special events? Terms and financing?

8. What's your marketing/media mix? How important is personal selling? Which media do you use? Which would you recommend to others and why? 

9. Do you have a website? Do you use mobile media?

10. Do you use social media? Do you have Facebook and social media presence?

11. How do you convert leads into sales? Leads into customers?

12. How do you plan advertising? Do you currently use research for planning or to answer any of the questions listed above?

Once you have answers and a good understanding of the questions above, you are much better equipped to help your customers know the best type of research to use.

So what's the best research to use for sales opportunities? What are you interested in seeing and knowing from your research? Have you asked your client their goals and how you can help them reach their goals by offering the best solutions? Do you currently have the research they need?

 Where do you go to get the research you need?

  • Identify what current research you have or subscribe to: for example, syndicated or proprietary research, census, local government, etc.
  • If you don't currently have research, you may need to have someone conduct it for you or provide you with various options to obtain the research you need.
  • Do you have someone who can analyze the research and pull all the data together into a compelling story and not just a lot of data? Research without interpretation or insight can be meaningless.

Will you need outside help?

  • Media companies can use alternative marketing and research services with such companies as Research Director on Demand. They can compile, analyze and provide insight on research findings, develop a compelling story with data and provide other research services when needed.

Research Director on Demand recommends: Don't forget to tell your story with research!

Once you have your research compiled, you will need to start preparing your findings. Here's some tips on telling your story.

  • Use a compelling and eye-catching title to engage your reader or customer.
  • Use research that is relevant to your client.
  • Use infographics, charts and graphs to emphasize your research findings.
  • Use the most current sources.
  • Never use too much data or data information on a slide.
  • Make sure your research makes sense and tells a story.

If you are interested in any additional information, please contact us anytime.

Ted Stasney
Senior Consultant
Research Director On Demand

(727) 244-2971

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