Kat Savage, Author at Marshall Marketing Inc. https://mm-c.com/author/kats/ Research, Analysis & Consulting Mon, 11 Nov 2019 14:24:15 +0000 en hourly 1 https://mm-c.com/wp-content/uploads/2023/09/cropped-rgb-M-534-32x32.jpg Kat Savage, Author at Marshall Marketing Inc. https://mm-c.com/author/kats/ 32 32 Furniture Executives Learn From Marshall Marketing How To “Be Right” https://mm-c.com/furniture-executives-learn-from-marshall-marketing/ Mon, 11 Nov 2019 14:24:15 +0000 https://www.marshallmarketingusa.com/?p=116900 The post Furniture Executives Learn From Marshall Marketing How To “Be Right” appeared first on Marshall Marketing Inc..

]]>

Furniture Executives Learn From Marshall Marketing

How To “Be Right”

 

This week in High Point, NC the weather is cooling, the leaves are changing, and the streets are now less crowded, which differs from a few weeks ago.  In the middle of October, 75,000 furniture industry executives crammed into the town for the Fall 2019 Furniture Show.

Among the 75,000 people were Jim Filippi and Kat Savage of Marshall Marketing.  As guests of the Home Furnishing Association, they hosted a seminar on how to reach the right customer, with the right message, using the right media for furniture store operators.

    The feedback Jim and Kat heard from furniture folks are:

    • They feel overwhelmed by media sellers
    • Furniture Industry leaders are advocating cutting TV and other traditional media for OTT and digital advertising
    • They do not understand OTT
    • Media sellers are lacking in knowledge about OTT
    • Ad campaigns that incorporate OTT into the media mix either don’t work or don’t make a perceivable difference from past campaigns

    Marshall Marketing is built on the fact that every market is different, every market has its own nuances, and every market needs customized research to help advertisers reach the right customer, with the right message, using the right media.

    If an advertiser wants to implement OTT into the media mix, the first thing to do is to determine,

     How big is the universe for OTT users?

    In this Marshall Marketing market, 18.1% of consumers are receiving video ONLY through an antenna or a streaming device. When combining cable and satellite users that also stream video, the OTT universe is 53.7%.

    The OTT only user along with the Satellite and Streaming user index younger than the cable user

    * Streaming Video Total Universe = HH with cable, satellite or antenna that also stream

    The OTT only user has higher incomes

    * Streaming Video Total Universe = HH with cable, satellite or antenna that also stream

     

    Finally, do these consumers have different buying profiles?

    Furniture Planning To Purchase

    The OTT user is less likely to make a furniture purchase while the total universe of streaming consumers is more likely to make a furniture purchase.

    The furniture folks that media sellers meet every day are first and foremost furniture folks.  They get advice from the furniture industry, they hear pitches from numerous media sellers, and sometimes they end up with more questions than answers.

    The answers come from the local data that is in Marshall Marketing.  Make sure to use the data to spot differences in OTT users compared to Cable and Satellite users.  Dig deep in the data to find out which messages will work and then matching it up with the right customer and right media.

    Then the next step is to track the progress, either bad or good.  If the furniture owner shifts dollars out of TV and into OTT and digital, Marshall Marketing data will determine if it impacts future consumer behavior in terms of awareness and shopping choices.  The store operator will be able to monitor customer visits and sales.  What the store owner can’t track is awareness and future shop share.  That’s what Marshall Marketing provides.

    REACH THE RIGHT CUSTOMER, WITH THE RIGHT MESSAGE, USING THE RIGHT MEDIA

    In other words… Be Right!

    The post Furniture Executives Learn From Marshall Marketing How To “Be Right” appeared first on Marshall Marketing Inc..

    ]]>         Marshall Marketing Mapping https://mm-c.com/marshall-marketing-mapping/ Fri, 25 Jan 2019 17:28:49 +0000 http://www.marshallmarketingusa.com/?p=116673 The post Marshall Marketing Mapping appeared first on Marshall Marketing Inc..

    ]]>

    MyMarshall Mapping

    a telescope & a microscope

    Believe it or not, there is debate over the person that invented the telescope.  Galileo, the Italian astronomer in the 1500-1600’s, used a telescope he built to see mountains on the moon, light from the Milky Way, and to discover 4 of Jupiter’s moons. 

    However, Galileo’s telescope wasn’t the first.  In 1608, Hans Lipperhey, a Dutch spectacle maker filed the first patent for a tube with two lenses that could magnify objects by 3x.  Galileo, being the overachiever that he was, heard of the patent and built a telescope that could magnify objects 10x without ever seeing a prototype.  Lipperhey is also credited with the invention of the microscope.  It makes one wonder if Lipperhey reasoned to himself, “If I can build a device that can make things very far away look closer, can I build a device that makes very small things look big?”  (No one is sure if he wondered that, but it could have happened.)  Well, it turns out that he could.

    Making things closer and small things bigger is something an AE must do every day.  The television “device” is a telescope that can go far and wide to build awareness and response while the digital “device” is the microscope that looks deep into the market to create big business out of what might seem to be something small.

    The Marshall Marketing mapping “device” does both

    At a southern Marshall station, a business that specializes in financial planning is wanting to expand its customer base while also capturing as many customers as possible close to its main office. 

    These are the services the company can help customers plan for financially.

    In the next 12 months, which of the following will you consider?

    High Index

    This is a telescope view of the market potential. The client’s main office is in the center of the 15-mile radius.

    Revising or creating a retirement plan for investments

    On the map above, the concentration of potential customers by ZIP codes is color coded.  Red has the highest concentration and dark blue has the lowest concentration.

    This is a microscope view of the customers within the 15-mile radius:

    Revising or creating a retirement plan for investments

    The GEO feature in MyMarshallSoftware is also a great way to use the microscope to look even deeper.

    This data table displays two very important things. The overall population within the radius and the zip codes that have the highest number of customers.  While 71111 has the highest population, it has a very low number of potential clients.  An AE can use this to pinpoint areas to reach digitally.  It’s an ever-changing world out there and it requires an AE to show a client how to reach far and wide while at the same time hitting customers close to home to increase business

    The post Marshall Marketing Mapping appeared first on Marshall Marketing Inc..

    ]]>