Small Business Can’t Afford Exploratory Marketing Research

Exploratory marketing research is often used by large companies to stay ahead of consumer thinking, according to Bob Kaden, author of the book Guerrilla Marketing Research. However, this is a luxury small business simply can’t afford. Not to mention, most of us need to focus on targeted marketing and educating potential customers rather than making sure our brand awareness is reflecting the national mood.

So how do you make sure your marketing is targeted to your market and reaching the people who most need your product or service? It’s all about asking the right questions and defining what you most want to accomplish.

First of all, you can’t just say, I want more business or I want to sell more widgets. That doesn’t help. Sit down with people who know your business and have a brainstorming session. Hammer the results into a one-line definition of your goal.

By the time you’re done, you should have something like:

I want the Chief Information Officers of 10 Million to 25 Million dollar firms to call me for an appointment about my new Analog Filtering circuit boards.

Or…

I want the owners of one person to 50 person businesses to contact us about our online insurance services for them and their employees.

Now you have a platform to develop a solid, targeted marketing plan from, not something vague and general. Your next move is to create a step-by-step plan to get those people contacting you.

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