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A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event 28 March 2012
Marke&ng Through Intermediaries: Simulated Conversa&ons Put You In the Room Jean Fasching, CMI
Event sponsored by EthOS
All copyright owned by The Future Place and the presenters of the material For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
Marketing Through Intermediaries: Simulated Conversations Put You In the Room
Research That Drives Results
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Traditional Approach Isolated POV Client Objec>ve
Intermediary
End Customer
Speaker: Jean Fasching, VP, CMI Research, USA 3 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Realistic Approach Dynamic POV Client Objec>ve
Intermediary
End Customer
Speaker: Jean Fasching, VP, CMI Research, USA 4 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What is a simulated conversation?
An orchestrated & facilitated conversation
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What is a simulated conversation? Intermediary: Sale/ Drug Rep Agent Distributor Manufacturer Import/ Exporter
Expert Moderator
Buyer: Physician Customer Retailer Wholesaler Distributor Dealer
Speaker: Jean Fasching, VP, CMI Research, USA 6 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What is a simulated conversation? None of these people know each other Goal: represent a real life situation
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
For what situations? Business goals that rely on intermediaries – Insurance – Financial services – Pharmaceuticals – Distribution/ Retail
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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
For what situations? • Client company needs to understand how to communicate effectively and independently to both intermediaries and
A check to ensure intermediaries understand, deliver and reinforce your intended message 9
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Why Simulated Conversations Work
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3 10
Why Simulated Conversations Work Avoid WOM decisions
A structure way for staff to hear and view actual conversations
Articulate, engaged participants
Learn from best in class as well as the norm
Reach consensus on actions
Use as a final check
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3 11
Questions that Can Be Answered How did the Best-in-class advisor convey information?
What made conversations easier?
Does the agent have everything (s)he needs to deliver a message effectively?
Is the customer getting the info they need, in words they understand? How did agents and customers react and feel? Why?
Speaker: Jean Fasching, VP, CMI Research, USA
12 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
What to Expect Lively discussions Best-in-class talking-points to multiple constituents Visceral reactions to materials $$ changes & fees Immediate insights into the “hidden” conversations for marketers, ad and PR folk Life-like training tools Clients on the edge of their seats
Speaker: Jean Fasching, VP, CMI Research, USA
13 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Conversations: Case Story Situation: Sales support materials were: – Expensive to produce – Cumbersome to use – Required by law
The challenge: Streamline and prioritize required documents – SOUs, transfer fund forms, income riders
Speaker: Jean Fasching, VP, CMI Research, USA 14 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Conversations: Approach Simulated sales conversation – agent, customer and professional moderator – Financial professional - customer not linked – Customers had a need – Best-in-class and average agents – Intimate room similar to sales process – Replicate the flow of the sales process – Orchestrated entrances & exits
Speaker: Jean Fasching, VP, CMI Research, USA 15 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Sales Conversations: Results Prioritize revisions and new insight on combining POS & support materials – Eliminated carbon forms – Combined POS and Support materials – Gained approval from best-in-class financial professionals to use their conversation as training and launch material
Speaker: Jean Fasching, VP, CMI Research, USA 16 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
How to Accelerate Conversations: Results “I like the revised one better. It has the graphics and not too many words. I get it . . . . its easier to read. I don’t mind signing a few more times.” — Customer “I wouldn’t have thought that this would have helped my him. But he just told me it’s better than what I’m doing now to show and talk to this required form. My assistant can print these in my office too then we don’t need to order and stock the carbon forms anymore.” – Financial Professional
Speaker: Jean Fasching, VP, CMI Research, USA 17 NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Keys to Simulated Conversations Success • Recognize the need for a dynamic POV • Use an experienced moderator • Give time to absorb new materials • Manage participant’s entrances and exits • Use real intermediaries and customers, but not with pre-existing relationships • Wait for it -- be the fly on the wall Speaker: Jean Fasching, VP, CMI Research, USA
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Thank you! Jean Fasching
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Q&A
Sue York NewMR
Jean Fasching CMI Research
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
Jean Fasching Connect with Jean on LinkedIn: www.linkedin.com/in/jeanfasching Find out about Jean’s recent ar>cles and events: www.cmiresearch.com/w/ar>cles/
Research That Drives Results
Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3
A Presenta*on from The NewMR “Pu6ng the ‘Qual’ in Qualita*ve” Event 28 March 2012
Marke&ng Through Intermediaries: Simulated Conversa&ons Put You In the Room Jean Fasching, CMI
Event sponsored by EthOS
All copyright owned by The Future Place and the presenters of the material For more informa>on about Ethos visit www.ethosapp.com For more informa>on about NewMR events visit newmr.org
