Transcript Customer Message Management Forum

Marketing
Research
Council
2005/2006
AMA Board Meeting
Spring 2006
american
marketing
association
Marketing Research Council
2005/2006
President
Jamie Baker-Prewitt
Burke, Inc.
President Elect
Jeff Hunter
General Mills
Rob Arnett
Solution Partners
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Immediate Past President
Chris Everett
The Kensington Group
Patrick Crane
Eastman Kodak
Peter Fader
University of Pennsylvania
Pat Goodrich
American Marketing Association
Beth Shriver
First Energy Solutions
Joan Treistman
M/A/R/C Research
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Main Accomplishments in 2005/2006
• Continued to review and improve the portfolio of
events offered by the AMA
• Launched a quarterly newsletter to marketing
research constituents from the Marketing
Research Council
• Established guiding principles for the Marketing
Research Council
– Mission
– Strategic Plan
– Strategic and Tactical Focus for 2006/2007
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Events Portfolio – Key Activities
• Applied Research Methods
– Writing research reports
– Working with research suppliers
• Advanced School of Marketing Research
– Added topics and adjusted focus based on review of
coverage
• School of Marketing Research (retired)
– Low attendance drove this mutual decision
– Considering re-launch of “brand,” possibly through
University of Georgia
• Market Research Masters Consortium
– Program launched in April with small group
– Good review; small forum desirable
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Quarterly Newsletter from
the Marketing Research Council
• Newsletter intended to do the following:
– Deliver additional value to marketing researchers who
are members of the AMA (a sizable portion of
members)
– Increase awareness of the Marketing Research
Council
• Distributed to about 6,000 members who
identified marketing research as an interest in
their membership profile upon joining or renewing
• About 32% opened the newsletter; about 17%
clicked on at least one article
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Quarterly Newsletter from
the Marketing Research Council
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Strategic Planning within
Framework of AMA Goals
Marketing Leadership
Build AMA image and reputation as marketing
advocate, thought leader and valuable resource.
Membership Growth
Focus entire organization on delivering value to
members and growing total membership.
Financial Stability
Keep association financially sound & healthy year
to year.
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Strategic Plan
• Process
– Phase 1
• Gathered feedback
• Synthesized feedback
• Identified themes
– Phase 2
• Developed mission statement
Outside
Facilitator • Identified strategic “pillars”
• Specified initiatives that would address each pillar
• Distinguished IH from MRC initiatives
• Prioritized initiatives
• Set plan for 2006/2007
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Feedback
• MRC council members conducted one on one
interviews with marketing research professionals.
• Participants were predominately research
providers but included client organizations.
• Interview questions
– What do you expect to get from AMA Membership?
– How does AMA do in terms of meeting those
expectations?
– What would improve AMA’s delivery in these areas?
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New Mission Statement
To help the AMA better meet the needs
of professionals in the
marketing research community
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Strategic Pillars
Relationship
Enhancement
Leadership
Mission
Professional
Development
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Community
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MR Council Strategic Plan Pillar Goals
Leadership
Establish the AMA as the leading professional organization in the marketing
research industry
Relationship Enhancement
Enhance the value that marketing researchers derive from their AMA
membership
Professional Development
Ensure the AMA provides content and programming that meets the needs of
marketing researchers throughout their professional lifecycle
Community
Provide vehicles for connecting people, ideas, and information
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Strategic Initiatives Prioritized
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Leadership
– Establish an AMA Research Expert Panel
• Identify industry leaders who can help the AMA
establish and maintain a leadership position
– Identify topics on which AMA needs to take a stance
– Document knowledge on relevant topics Develop AMA’s
position
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– Identify and disseminate leading edge tools and
techniques
• Work with the Knowledge Coalition
• Expand Training Series program for marketing
research
– Have a significant voice in standard setting for the
industry
• Take a stand on MRA Industry Certification
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Relationship Enhancement
– Provide additional information about membership
benefits
• Conduct periodic “member needs” survey (and
provide summary results to interested members)
• Expand the MRC newsletter to include benefits info
– Develop a reward/recognition system
– Integrate better with local chapters
• Talk to chapter leaders to solicit their ideas on things
the MR Council can do to help them meet the needs
of their marketing researcher communities
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Relationship Enhancement
– Focus on new members
• Ensure new members feel welcome at events
– Identify new members at new attendee events
– Hold a cocktail party/breakfast for new members so they
can meet each other and not feel so isolated
» Use this opportunity not only to introduce the
conference and provide advice on maximizing the
value of the conference, but also to “sell” or “advertise”
other AMA benefits to them, including where local
chapters exist and information about SIGs
– Control excessive solicitation of clients by suppliers
• Better understand whether or when this is
happening, and develop a plan to address it if
needed
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Professional Development
– Centralize marketing research resources and improve
navigation of current content
– Develop life stage road map for AMA programming
– Learn from the marketing research members
themselves
• Conduct a member survey periodically
• Mine customer database
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Community
– Offer speed “dating” for attendees and suppliers at
major marketing research conferences
– Have supplier presentations in exhibit hall at annual
marketing research conference
• Add value for conference exhibitors and help
attendees identify supplier areas of expertise
– Identify, organize and distribute information about
minority and women-owned marketing research
suppliers
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Community
– Conduct research (secondary and/or primary) to gain a
better understanding of the evolving marketing
research community, both members and non-AMA
members
• Start by revisiting the “portfolio” study
• Understand why retention and acquisition are “soft”
in marketing research
• Identify trends
• Plan for future needs of people conducting
marketing research
• What new programs, formats, deliverables will be
needed to meet the needs of under-30 marketing
researchers?
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Goals for 2006/2007
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New Mission Statement
To help the AMA better meet the needs
of professionals in the
marketing research community
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Priorities for 2006-2007 MR Council Year
1. Develop life stage road map for AMA
programming
•
•
•
•
Right target
Right content
Right communication channel
Baseline for Future Trends
2. Understand why retention and acquisition are
“soft” in marketing research membership
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Example: Life Stage Roadmap for AMA Programming
Client
Supplier
Academic
Beginner
Intermediate
Experienced
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Example: Life Stage Roadmap for AMA Programming
Client
Beginner
Supplier
Academic
Report Writing for Impact
• School of MR
• SIG
Problem Definition
• Applied Research Method
Conjoint/Discrete Choice
• Applied Research Methods
Intermediate
Experienced
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Priorities for 2006-2007 MR Council Year
•
How to develop life stage
road map for AMA
programming
– Research secondary
sources; client & supplier
training programs, career
development programs
– Research industry trends
– Re-visit past research
– Re-visit “portfolio” study
– Survey wants & needs of
current members & nonmembers
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•
How to understand why
retention and acquisition
are “soft” in marketing
research membership
– Search for patterns in the
membership database
– Research industry trends
– Re-visit past research
– Re-visit “portfolio” study
– Survey awareness &
intentions of new MR
school graduates
– Survey wants & needs of
current members & nonmembers
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“Quick Hits” for 2006-2007 MR Council Year
• Ensure new members feel welcome at events
– Identify new members at new attendee events
– Hold an orientation session gathering for new
attendees so they can meet each other and not feel so
isolated
• Use this opportunity not only to introduce the
conference and provide advice on maximizing the
value of the conference, but also to “sell” or
“advertise” other AMA benefits to them, including
where local chapters exist and information about
SIGs
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marketing
association
“Quick Hits” for 2006-2007 MR Council Year
• Offer speed “dating” for attendees and suppliers
at major marketing research conferences
– Create more deliberate and meaningful client/supplier
interactions
– Support attendees’ interest in potential client/supplier
relationships
• Expand the MRC newsletter to include information
about benefits, chapters, and SIGs
• Survey Executive Insight Conference attendees to
better understand whether or when “attacks on
clients” are happening, and develop a plan to
address it if needed
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“Quick Hits” for 2006-2007 MR Council Year
• Talk to PCC leadership to solicit their ideas on
things the MR Council can do to help chapters
meet the needs of their marketing researcher
communities
• Investigate possibility of gaining access to hotel
cable channels for exhibitor presentations
• Start dialogue with CASRO to discuss AMA
access to CASRO training
• Add “minority and/or women-owned” to the set of
marketing services guide identifiers available for
companies
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Conclusion & Discussion
• Significant Progress
– Establishing mission & role clarity for the MRC
– Establishing strategies to satisfy the Mission
• Aggressive program for 2006/2007
– Identify career challenges of MR Professionals so that
AMA can address
– Investigate MR membership “softness” & recommend
actions
• Questions/Suggestions?
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