As a market research analyst you need to understand not just the nature of the product but where that unique factor lies to warrant the information being shared by word of mouth.
Unless your company is of the likes of Coca Cola or Microsoft there is no marketing budget sufficient to keep your product or company in the public’s eye for long enough or often enough to make a long-term difference.
This is why market research is so important. If you know your market you can promote continually, but from the inside out, choosing a few strategic partners to establish the brand and ‘sell through.’
With the Besafe Pregnant, a seat belt adaptor for pregnant women, the key was to ‘educate’ the midwives, gynaecologists and road safety experts so that they would spread the word; at no cost for our client. Continual national exposure forever thanks to just one initial investment with our company and a few well-invested years of research.
When we introduced the ChromaGen lenses, part of the specialised optic lens range of Cantor + Nissel laboratories that give colour to those who are colour-blind and resolve learning difficulties, the task was harder. So many ‘professionals’ were living off the problem so they were not interested in a cure. However we found our way and today there are over 100 opticians in Spain that offer these lenses with so many more wanting to join the group we can now pick and choose.
If you do your homework as they say, you’ll be amazed with the results.
At the time of working with these different companies I had no idea that I myself would become an authority on road traffic safety or would be interviewed and asked to consult on national television. I had no idea that I would spend three years working with the teaching University of Barcelona in their sight and learning department and once again be on national television and radio as a norm.
Even with all this media experience however I had no idea how it would feel to be on the other side of the microphone or camera; be the person doing the interviewing.
My first stint as a radio presenter at Italk was bitter sweet. I loved presenting the breakfast show with Sid Olivera, I loved learning everything about the studio and how it worked, I loved meeting the new people, but I didn’t love how people started to treat me differently.
I’ve done so many things in my life that are more worthy than presenting a radio show that I found it very, very uncomfortable and disconcerting that recognition should come from something so superficial.
Then the penny dropped. What a wonderful way to help Marbella’s town hall connect with our 127 nationality residents and vice versa and help establish a really integrated and interactive community. Perhaps even instigate world peace using Marbella as an example of perfect international harmony. I was saved; I had a mission!
Next month we celebrate three years of English language TV with Marbella NOW and it’s all thanks to you for embracing this idea so warmly and being such an integral part of the process. So, thank you all and happy birthday to us!! We are #BetterTogether and for that, I’m truly grateful.
@marbellanow – www.marbellanowtv.com