Archive for the 'Direct Marketing' Category

Published by Roe Smithson & Asociados Ltda in Santiago Chile on 10 Jul 2009


surveyMarket and survey researchers perform research to find out how well the market will receive products, services, and ideas. Such research may include planning, implementing, and analyzing surveys to determine the needs and preferences of people.

Market research analysts devise methods and procedures for obtaining the data they need. Often, they design surveys to assess consumer preferences through Internet, telephone, or mail responses.

They conduct some surveys as personal interviews, going door-to-door, leading focus group discussions, or setting up booths in public places. Trained interviewers usually conduct the surveys under the market research analyst’s direction.

Survey researchers also gather information about people and their opinions, but they focus exclusively on designing and conducting surveys. The surveys collect information that is used in performing research, making fiscal or policy decisions, measuring the effectiveness of those decisions, or improving customer satisfaction.

Survey researchers may use a variety of mediums to conduct surveys, such as the Internet, personal or telephone interviews, or questionnaires sent through the mail. They also may supervise interviewers who conduct surveys in person or over the telephone. They design surveys in many different formats, depending upon the scope of their research and the method of collection.

Roe Smithson & Asociados Ltda provides high-quality survey research including market research surveys, employee opinion surveys, and customer satisfaction studies. We offer a wide range of services including questionnaire design, survey programming, survey hosting, project administration, and comprehensive data analysis and reporting services.

We can supply survey and research services for your specific market sector. Our skillful staff includes database administrators who can provide a full range of custom survey solutions at affordable prices. A technical team with decades of market research experience carry out the programming and managing of survey research projects from end-to-end.

We are committed to working in partnership with our clients, and to providing total customer satisfaction. Contact us.

Published by Roe Smithson & Asociados Ltda in Santiago Chile on 16 Jun 2009

Mystery Shopper

mystery shopperMystery shopping is a powerful tool used by Roe Smithson & Asociados Ltda to measure quality of retail service or gather specific information about products and services.

It is a tool that helps you understand what it is like to interact with your company from the customer perspective. Unlike surveys, a trained mystery shopper go in looking for certain things and make detailed observations as the experience unfolds.

The mystery shopper’s experience applied to your company’s needs gives you a custom program that zeroes in on the areas that will be of most benefit to your organization.

Mystery shoppers carry out their assessments based on simple questionnaires to complete audio and video recordings. Some of the common details and information a mystery shopper reports on include:

  • The date and time of the pre-visit phone call
  • The name of the store on each side of the store visited
  • Number of employees in the store on entering
  • How long it takes before the mystery shopper is greeted
  • The name of the employee(s)
  • Whether or not the greeting is friendly
  • The questions asked by the shopper to find a suitable product
  • The types of products shown
  • If or how the employee attempted to close the sale
  • Whether the employee invited the shopper to come back to the store
  • Cleanliness of store and store associates
  • Speed of service
  • Compliance with company standards relating to service, store appearance, and grooming/presentation

Roe Smithson & Asociados Ltda is ready to help businesses with key marketing research methods for the improvement of customer satisfaction, service levels and profitability:

  • Mystery Visits
  • Video Mystery Visits
  • Competitor Visits
  • Telephone Test Calls
  • Exit Surveys

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Published by Roe Smithson & Asociados Ltda in Santiago Chile on 13 May 2009

Direct Marketing

direct marketingDirect Marketing refers to selling that is based on a personal, one-to-one relationship that ties producers or sellers and consumers together. Many times this relationship is face-to-face. Some other times, the consumer and producer may not actually meet, for example, Internet sales.

Direct Marketing focuses on marketing product differences. Direct Marketing relies on differentiation. Differences can include: convenience, flavor, variety and novelty.

The idea is that neither products nor consumers are identical; products vary with consumers unique tastes, choices and preferences. Companies who are successful at direct marketing profit from these differences known as niches, rather than compete solely on price.

Careful preparation of Direct Marketing campaigns is essential if you are to make the most of your investment, get the response rates you want and ensure you do not contact individuals who have decided they do not want to receive direct marketing mailings. A Direct Marketing campaign can help you to achieve the following key objectives:

  • Increasing sales to existing customers
  • Building customer loyalty
  • Re-establishing lapsed customer relationships
  • Generating new business

Direct mail, telemarketing and Email marketing are some of the most common forms of Direct Marketing.

At Roe Smithson & Asociados Ltda we work with our clients to help them make better business planning decisions, optimize their marketing spend, increase sales effectiveness, develop better customer relationships and ultimately gain the competitor advantage.

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Published by Roe Smithson & Asociados Ltda in Santiago Chile on 29 Apr 2009

Focus Groups

Focus GroupsA Focus Group Interview is a relatively cheap and fast method of conducting qualitative market research, but it’s more than just a way to gather data from a number of respondents at the same time.

It involves a largely free-flowing, unstructured discussion by a group of people for the purpose of eliciting ideas or reactions to a topic such as service expectations. It is an effective qualitative method because as a group dynamic, it helps to stimulate ideas that might not be raised in a discussion with only one person.

Focus group interviews often simply called “groups” are group discussions:

  • The group normally has between 8 and 12 participants
  • The discussion lasts for up to two hours although an extended, several-hour long version is sometimes used
  • All participants get paid for participation, and the level of this compensation depends on the characteristic of the group
  • The discussion follows an agenda: a list of topics or areas to be covered
  • Often conducted at specialized facilities, where it is possible to audio and video tape and observe from behind a one-way mirror, which enable other researchers and clients’ representatives to observe the discussion without being visible
  • Participants are always aware of the possibility of being observed and need to agree to the recording
  • A professional moderator, using a carefully prepared topic guide, leads the discussion in order to develop useful information

Whether your goal is to expand into new markets, introduce a new product or service, or gauge customer reactions, even the smallest businesses can benefit from a simple but well-planned market research study. The choice of method, be it focus groups, depth interviews, telephone focus groups, or a combination varies depending on your information needs.

Roe Smithson & Asociados Ltda helps you understand your market, your customers, your competitors, and larger industry trends by means of specialized methods of market research and focus group in Chile.

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Published by Roe Smithson & Asociados Ltda in Santiago Chile on 17 Mar 2009

Market Research

market researchRoe Smithson & Asociados Ltda specializes in high quality market research, customer satisfaction surveys, and mystery shopping. Our high quality market research delivers clear and insightful results at exceptionally competitive prices.

We are very passionate about the experience we deliver to our clients. We conduct market research by phone, web, email, post, street interviewing, executive interviewing and mystery shopping.

We also undertake:
Consumer surveys
• B2B surveys
• Employee satisfaction/Engagement surveys

It has always been our interest to match individual skills with your needs to provide the right assistance for your company. Our fully bespoke service exactly matches your needs, budgets and timescales. As a full service agency, Roe Smithson & Asociados Ltda offers a comprehensive range of traditional and innovative market research techniques, methodologies and practices. We take pride in offering a mix of new, ambitious researchers forging studies in new areas alongside the more experienced researchers who have a wealth of research knowledge. 

Our clients rely on us to provide critical information about buying habits, needs, preferences and opinions of both current and prospective customers. It is our promise to always offer the best value for money and the highest quality market research.

Whether your company’s goal is to expand into new markets, introduce a new product or service, or gauge customer reactions, every type of business can benefit from our very well-planned market research studies.

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Published by Roe Smithson & Asociados Ltda in Santiago Chile on 19 Jan 2009

Direct Marketing

direct marketingThere are very important points to be considered when planning a direct marketing campaign, we have listed some of them as follows:

1. Make certain your message gets to the person who can buy what you have to sell. It will mean 60% of your direct marketing success. It’s very easy for the wrong person to say “no”. An offer will be 30% of your direct marketing success.

What is an offer? It is a reason for your prospect to do business with you. It is the urge to action. To indicate a willingness to talk with you. It is a reason to respond.

The 10% remaining is creative. Not that it is not important but, it is certainly less important. And although it is the fun part of marketing – without a clearly identified audience and a sound offer, your creative has little chance of giving you a winner.

2. Your message needs to be understandable by a 13 – 15 year old reading level otherwise your marketplace will not understand your message.

3. Keep your opening paragraph to 11 words or less.

4. In order for your message to be easy to read, easy to understand and be quickly absorbed, use words of 5 letters or less. About 70% of all your words should be 5 letter words, or less.

5. Make all your paragraphs short, which means keeping them to a maximum of 7 limes, and sometimes just 1 or 2.

6. A postscript (P.S.) is mandatory in every direct mail letter. Because 4 of 5 of your readers will read the P.S. first, before they read anything else in your letter.

7. Indent every paragraph 5 spaces. This “Truth” is really physiology – not marketing. Our eyes pull us “in” when we see indents. They pull us to a point – and while we’re there, we read. It works. Indent all paragraphs.

8. Type size is important for readability. The absolute minimum is 9 point. And 12 is much better

For a wise and efficient direct marketing it is necessary to have completed all of the necessary research on the target market for your direct marketing campaign as well as build and refine your database to deliver maximum response. The final challenge then is to produce a campaign that captures the imagination of your prospects.

Your campaign will be measured against those of your competitors, so it is essential that it is both stimulating and persuasive if it is to achieve the desired response. Let a specialist in marketing studies like Roe Smithson & Asociados Ltda assist you. We can guide you from start to finish.

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