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At Noral, effective marketing is measured by increased sales, but predicated on good research. Noral understands that the best advice we can give our clients is based on the advice we get from their customers and target audience. Who could possibly know more about products, services, and marketing programs than those on the receiving end? So while marketing intuition is important, marketing research and analysis are invaluable. What negative perception or consumer mindset must be addressed in advertising to achieve a response? Are affiliate marketing tools and programs adding value or unnecessary costs? Do the members of a premium online club use the service as it was intended or does the offering need to be redesigned? How can we predict the likelihood of on-line purchase from historical trial data? |
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| For example, Noral fielded telephone surveys to determine what cable network marketing tools and programs were most useful to affiliates. Were promotions helping affiliates acquire and retain basic cable, digital cable, and high-speed internet customers? Did they effectively support local ad sales, marketing, and public affairs? Noral helped answer what worked and what didn't. |
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| In the case of FoodFit, Noral created an online survey to understand how members of the site's premium club were using the service. Noral used this information to design promotion incentives to drive frequency of visits, higher satisfaction, and ultimately, retention. | ||||
In the case of the National Parks Conservation Association, Noral used focus group research to reveal that park visitors thought the parks were nothing short of breath-taking, and therefore, not in jeopardy. Had the advertising message failed to address the mindset that everything was fine with the parks, the call to action to save them would have failed. |
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| And for WARC, Noral modeled historical trial and subscription data for the Americas to quickly score and identify strong prospects among the burgeoning number of visitors yielded by search engine marketing. Sales efforts could then focus on prospects with the highest likelihood of conversion. | ||||
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