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Market research – Besides focus groups and other quantitative research, Andover Group is a great place to turn for other
types of specialized research, such as . . .
Competitive research – Gathering competitive information can
lead to invaluable competitive insights, including a better understanding of how the company –
and its competitors – are perceived in the marketplace. This allows you to make truly informed
decisions regarding overall strategic direction: realignment of existing sales staff, perhaps, or
reassignment of customer service personnel, redirecting of marketing budgets or redirection of
research and development plans.
Typically, we first conduct an intensive survey of various segments within the marketplace, starting
with a list of issues. From this list, a questionnaire is developed to help understand how the
market perceives the competitive differences, as well as what the competition is actually offering.
The survey is developed and conducted to eliminate any market biases. Working with the client, we
then develop a matrix of the market that segments the market based on a number of factors; including
business type, size, length of time in business and any other appropriate areas. We then develop a
list of companies to be surveyed, a list that might include competitors' customers, non-committed
customers and your own customers. Only then are the surveys conducted, tabulated and summarized
for the client's review.
The results are often eye-opening. One client had been using its large size and market dominance as
part of their overall sales strategy to attract new clients. Interviews with competitors' clients
revealed that large size was the primary reason that they didn't choose our client. Indeed,
interviews with the competition at a trade show revealed that they were using our client's size
as part of their overall sales strategy.
Another client had us competitively shop both its own and its competitors' customer service
representatives, on top of surveys of their customers and their competitors' customers. As a
result, extensive sales coverage changes were implemented, to give better sales support and overall
sales coverage, which brought about increased sales.
Market perception studies – Customer surveys are a good first
step in gathering feedback, but the results often aren't statistically valid, since results come
only from those who choose to answer, with no feedback from prospective customers or disgruntled
customers who have gone to your competitors. A client/market perception study looks at product
quality, customer service, sales coverage, overall company perception and other issues.
We first work with the client to identify issues or concerns to be explored, then incorporate them
into a carefully developed question set that's designed to reduce bias. Research is gathered from
a cross-section of your markets, which can include your own and/or your competitors' customer base.
Our clients have used these studies to assist with development of new distribution networks,
restructuring of existing sales resources, improving customer service and reassignment of
promotional/marketing budgets.
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Telemarketing – Our team specializes in sales-driven outbound
telemarketing, utilizing only business professionals who can present a positive image of your
company to prospective customers. The sales process can be complex, requiring multiple calls in
order to identify and contact multiple decision makers within a single company. The result is
more sales and profits – at a cost to you that's comparable to the cost of maintaining an
internal telemarketing department.
Print brokerage – Five things you need to know about buying
print:
- Kansas City is a high-priced printing market.
- Before selecting a printer for your job, we solicit bids from a variety of different printers
– locally and regionally.
- For major (or unusual) print jobs, we've secured competitive bids from printers in Hong Kong,
Ireland, Israel and Brooklyn, as well as low-cost printing markets in the southeastern U.S.
- On all printing jobs – large or small – you receive a solid estimate in advance, and
we work with you to design an advertising/marketing piece that can be printed easily and economically.
- On direct marketing projects, we work to guarantee that the lettershop can handle the printed
piece. How many direct mail programs have gone awry because the printed piece is difficult to
automate for addressing and other lettershop services?
New-product consulting, new-product launches, name generation –
We've handled brainstorming, name generation and brand positioning for a variety of new products
or services. Clients include Citibank, Diner's Club, Johnson & Johnson, Sara Lee and RJR Nabisco.
We can also help secure a focus group facility, hire a facilitator and design the questions and
concept boards. And when it comes time to launch the new product, our integrated approach to
advertising, marketing communications and media relations assured the biggest bang for the buck.
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