Tuesday, July 24, 2012

Salad and Fries - a false choice with concurrent marketing

"Turkey Burger, please," a satisfied grin crossing my face as I slid the menu across the plastic tabletop.  "Salad or Fries?" she asked, snapping her gum and scribbling on a tiny guest check pad.  "Salad or Fries?" I wondered.  Not much of a choice, really.  And what if I wanted both or neither?  I certainly wasn't confronted with all of the possible choices and yet I felt I shouldn't have to make a choice at all.

I was reading an article recently about "concurrent marketing."  (Ron Capello, "The New and  The Next" Marketing Management Spring 2012) At first I thought this was a clever new way to say 360 Marketing which my clients have struggled both to deliver and measure for many years.  Actually, the idea was more elegant than I expected.  Yes, it had to do with using multiple approaches in parallel.  Salad and Fries.  But it also alluded to "just in time manufacturing" by suggesting rapid cycles of learning and deployment of marketing and tactics and messages.  Now I'm wondering if this is the true power of Mobile Market Research.

Attending TMRTE (the Market Research Technology Event) I was struck by research suggesting very poor response rates for MMR.  At the same time I was uplifted by progress toward using gaming to engage survey respondents.  Perhaps the confluence of these forces, packaged and aimed toward creating short cycles of learning and action, learning and action will help clients of the future iterate to greater success cumulatively over time.  Perhaps these short term iterations also fit better with the short employment cycle of most marketers and the short attention spans of most consumers.  Perhaps in the future we can have Salad and Fries because they are not choices but concurrently relevant.  And tasty too.

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Today's guest post is from Kelley Styring. Styring is principal of InsightFarm Inc. a market research and consumer strategy consulting firm. She has led insights for Procter & Gamble, Pepsico, Black & Decker and NASA prior to founding her own firm in 2003. Kelley is a published author and has been featured in USA Today, ABC News, Good Morning America, Brandweek, Fortune, Quirk's Marketing Research and The Market Research Daily Report from RFL Online.  She will be live blogging from The Market Research Event 2012 this November 12-14 in Boca Raton, Florida.  If you'd like to join her, register today and mention code TMRE12BLOG to save 15% off the standard rate!

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