In The News
(June 30, 2008) Market Directions CEO Susan Spaulding Leads B2B Panel Discussion
(May 8, 2008) Market Directions Leads Executive Marketing Summit on Popular Rural Lifestyle
(March 13, 2008) Traditional Pet-Owner Market Evolves as Channels, Brands Expand
(Feb. 14, 2008) Market Directions Assists BMA to Accelerate Brand Growth
(Feb. 12, 2008) Market Directions Publishes BMA Marketing Study
(Nov. 14, 2007) Market Directions Moves to New Location to Facilitate Firm's Growth
(Sept. 24, 2007) Vandiver joins Market Directions as Director of Market Analytics
(Sept. 8, 2007) New Study to Examine Shopping Habits of Pet Owners
(Jul. 20, 2007) Market Directions CEO honored by Women Who Mean Business program
Market Directions CEO Susan Spaulding Leads B2B Panel Discussion
KANSAS CITY, MO. (June 30, 2008) – Market Directions CEO Susan Spaulding led a panel discussion on the future of brand growth in the B2B marketplace during the BMA 2008 Annual Conference in Las Vegas on June 11-13,. Market Directions is a brand performance consultancy. Other panelists included John Favalo, EMA Group Managing Partner; Gary Slack, Chairman/CEO, Slack – Barshinger; and Catherine Monson, PIP President.
Sifting through all the smoke and mirrors in today’s competitive environment, the panelists quickly zeroed in on the core issues surrounding the future of B2B marketing. In a word, it’s all about brand. Spaulding noted the impact of competition upon such areas as brand awareness, loyalty, popularity, differentiation, value and use. “It is crucial for brands to measure themselves against top competitors using such parameters,” she said. “If the brand doesn’t exist anymore, it’s because it couldn’t keep up with the competition and competitor demands."
Competitors place demands upon all brands. The future is bright for those B2B brands that capitalize on their competitive strengths and advantages. In fact, going forward many experts concur brand will become the only major sustainable competitive advantage in many areas of B2B.
As real, value-based differentiation in B2B brands commoditize and erode,” said BMA Immediate Past Chair Keith Pigues, “more emphasis will be placed on brands and brand building to increase differentiation and accelerate profitable top-line growth.”
To survive competition and grow the business, Spaulding and others mentioned the importance of product innovation, brand diversity, brand resiliency, co-partnering and globalization as key ingredients. Relevance of brand will also figure into play.
Brands are assets…significant ones. Successful brands of the future will be managed along appropriate metrics and will not only contribute to ROMI but also aggregate asset value on their own right,” noted John Favalo of EMA Group.
Finally, the most successful brands are those whose corporate culture reflects the brand. The CEO’s role is crucial in building and sustaining adequate brand identification from within. It’s important to keep in mind the successful, positive assimilation of the brand. “You want employees to think, speak, and act in ways that create the kind of customer experience your brand aspires to,” said Catherine Monton of PIP. “It all comes down to building a brand-based culture throughout the organization.”
The BMA Conference included a “power” lineup of similar expert speakers, seminars and workshops throughout the three-day event. The organization designed the conference to assist B2B marketers crystallize their marketing programs, advance their brands, and network with peers.
About Market Directions
Market Directions is a Brand Performance consultancy that provides clear direction for brand growth through the voice of the customer. The company helps businesses through new brand acquisition, repositioning, brand extensions — no matter where the brand is in its lifecycle. Market Directions can help define a solution that will translate into business results. For more information visit http://www.marketdirections.com.
About BMA
Focusing solely on the field of B2B marketing, BMA provides a wide range of services, resources, and opportunities to help you meet the daily challenges of sustaining business profitability and more. A national organization with local chapters, the BMA offers its members professional development, networking opportunities, marketing studies, case studies and partnership programs. For more information, visit http://www.marketing.org/i4a/pages/index.cfm?pageid=1
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Market Directions Leads Executive Marketing Summit on Popular Rural Lifestyle
KANSAS CITY, MO. (May 8, 2008) – Market Directions, Inc., a brand performance consultancy, hosted a summit of senior-level marketing decision makers to examine the dynamics of the booming Rural Lifestylers market and discuss ways that businesses could tap into it.
Organized with the assistance of the Country Living Association and the National Agri-Marketing Association the April 15 Rural Lifestyle Marketing Summit held in Kansas City revealed the complexity, diversity, and opportunity represented by this expanding market.
Participants included executives from major equipment manufacturers, financial services, real estate, risk management, media, animal health and nutrition, communications technology, lawn & pasture management and retail.
Based on census information from 112 million non-farming rural homeowners, 74% live on less than 1 acre of land, 16% on 1-3 acres, and the remaining on more than 3 acres. Typically homeowners in this segment are 50 years old and have a non-farm primary income, but live in the country as a means of authentic self-expression. Their chief desire is to escape the chaos of urban America, get more in touch with nature, but not at the expense of urban conveniences and modern-day commodities. A survey of 360 Country Living Association members revealed that primary motivators are increased serenity, freedom, and greater control.
"Earlier industry benchmark research had laid a useful foundation for marketers' understanding of the magnitude and scope of opportunity in this "country living" segment," said Market Directions CEO Susan Spaulding. "The Summit provided an opportunity for us to identify unmet marketing and business intelligence needs and develop a framework for answering those needs on an ongoing basis."
Participants shared known success-factors that directly affected brand strategy, market penetration and business growth. They were asked to help define the parameters of pending research into this non-traditional emerging ag market which has been summarized in a Prospectus that's available from Market Directions.
After the day-long event, they gained immediate actionable insights about the country living market and, in the end, were able to walk away equipped with needed tools to advance strategic planning. Some of the key take-home points included:
- Greater understanding and articulation of the rationale for commitment and investment in the segment;
- More opportunistic ways to look at the market—it's structure, trajectory, and how it fits into a broader consumer market context; and
- The chance to contrast one's current go-to-market strategies with identified 'best practices' for exploiting the rural lifestyle consumer.
In summarizing the day's findings, Spaulding noted the different buying stages, personas, motivators, and values of the various lifestyler segments. In particular the Summit participants focused on purchase behaviors before, during the first 24 months, and after establishing the lifestyle. Other areas of focus were audience influencers, information interests, and marketing opportunities with the target market.
Said one of the participants representing an equipment manufacturer: "Clearly, this was a very beneficial event. Any time you have industry peers coming together for an in-depth discussion, the takeaways are worth the cost of gold. I look forward to reading published research on this emerging and lucrative segment and to developing the opportunity that's out there for our business."
The report and business intelligence prospectus is available from Market Directions.
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Traditional Pet-Owner Market Evolves as Channels, Brands Expand
KANSAS CITY, MO. (March 13, 2008) – Market Directions, Inc., a brand performance consultancy, recently performed and analyzed a probing study of pet owners’ spending habits in relation to the veterinary-oriented pet products industry. The Pet Owner Channel Use Study is based on a survey of a random national sample of more than 1,000 dog and cat owners fielded in September 2007. Comprehensive analyses of the data presented a broad view of consumer habits, buying preferences and channel use among the nation’s pet owners as relates to veterinary-centric purchasing.
Produced in collaboration with Dallas-based Brakke Consulting, Inc., a management consulting firm specializing in the animal health and nutrition industries, the subscriber-based report offers pet product companies useful, strategic information for use in business planning.
Four distinct segments
The primary research data was tabulated in total and by many of the variables assessed, including demographics, product category spend, channel use, veterinarian influences and brand use. In addition, several advanced analysis were also performed. As a result, four distinct segments of pet owners emerged and were labeled Pet Lovers, Friends, Companions and Caretakers.
Effectively targeting these segments depends on the channel used, the product sold, and the brand’s position. Generally speaking, those pet owners with more intense relationships with their pets are bigger spenders and have more of an affinity to remain loyal to the traditional veterinary channel. From a channel perspective, Pet Lovers and Friends represent the greatest business opportunity. And from a product perspective, premium brands will be best served in targeting those two segments. Value-priced brands and value-priced channels are more suited for Companions and Caretakers.
The Pet Owner Channel Use Study furthermore indicated that younger pet owners tend to spend more while relatively older pet owners and retired pet owners spend less. Urban pet owners are more likely to buy their products from the veterinarian, whereas suburban pet owners more likely shop at pet super stores and rural pet owners more likely do their pet shopping at mass merchandisers.
Fundamental changes underway
Several conclusions can be drawn from the study, including the overall fact that fundamental changes are underway in the veterinary-oriented pet products industry. For example, the youthful urbanites are the most likely to visit the veterinary. Other changes? The number of pet products is proliferating, and the use of the Internet for gathering product information and making purchases is also rising.
Whether or not a pet owner buys a particular product from the veterinarian, the fact remains that vets still have significant influence on consumer buying decisions including brand selection. Product categories in which veterinarian recommendations have most influence are: heartworm prevention, therapeutic pet food, flea/tick control, pain management, joint health supplements, wellness pet food, and dental products.
Pet Insurance
About 11% of veterinarian-using pet owners have had first-hand experience with pet health insurance. Six percent currently have it; five percent have had it in the past. The cost of pet insurance appears to be the biggest impediment to its widespread use. Among non-insurance users, the biggest reason cited for not using it was price. Since it is a relatively new product category that has yet to catch on, those pet owners using insurance also demonstrated a low level of product or brand loyalty.
About Market Directions
Market Directions is a Brand Performance consultancy that provides clear direction for brand growth through the voice of the customer. The company helps businesses through new brand acquisition, repositioning, brand extensions — no matter where the brand is in its lifecycle. Market Directions can help define a solution that will translate into business results. For more information visit http://www.marketdirections.com.
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Market Directions Assists BMA to Accelerate Brand Growth
KANSAS CITY, MO. (Feb. 14, 2008) - Market Directions, Inc., a brand performance consultancy, recently performed and analyzed a probing market study to evaluate the brand positioning for the Business Marketing Association (BMA). The consultancy surveyed the B2B marketing community extensively in order to recommend immediate action to support the association's growth strategy.
It became apparent that there is an opportunity for real growth and to be the leader in advancing the B2B marketing cause. Respondents were grouped into three professional segments and responded to a number of issues, including the role and perception of marketing as a corporate function, the role and perception of professional marketing organizations in general, the perception of the BMA specifically, professional development opportunities within the BMA, and the organization's growth plan.
It is critical that the BMA separate itself from alternative marketing associations in a meaningful and relevant way. This requires a singular focus on B2B and all that is unique about it. The strategies and tactics of B2B marketing can be very different from B2C marketing. BMA will make this distinction of vital importance.
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Market Directions Publishes BMA Marketing Study
KANSAS CITY, MO. (Feb. 12, 2008) – Market Directions, Inc., a brand performance consultancy, recently performed and analyzed a probing market study to establish a baseline of brand awareness and brand value for the Business Marketing Association (BMA). In doing so, the consultancy surveyed the B2B marketing community on numerous issues, including industry trends and future developments.
A theme that came out of the study is blending technology with an appreciation for the fundamentals of marketing and good business sense. The BMA study points to online marketing and ROI accountability as ongoing trends within the industry. Responding market leaders indicated that Web portals, webinars, blogs and other netbased media were the trade tools with the most impact today. Lead evaluation and other analysis tools, as well as Client Relationship Management (CRM) software programs, are other identified trends.
The call is for marketers to use this technology to move beyond tactical demand generation and align marketing activities with the customer buying cycle. Recent advances in software are helping make this happen. However, technology per se should not become the primary focus of the marketing industry. Maintaining an appreciation for the fundamental principles of marketing, and working toward the best interests of the customer, should remain top considerations.
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Market Directions Moves to New Location to Facilitate Firm's Growth
Kansas City, MO (PRWEB) November 14, 2007 - Market Directions, a brand performance consulting firm, announced today that it has completed its move to a new facility in downtown Kansas City.
"This move represents a positive change for the company," said Brian Moriarty, Vice President/Chief Strategy Officer for Market Directions. "The new office reflects our approach in guiding our clients as it provides a balance of refinement and sophistication with an honest and unpretentious approach to materials and details. We now have more rooms dedicated to innovation and creative thinking."
By purchasing the new office, located at 519 Avenida Cesar E. Chavez, the firm is able to accommodate a growing business and to also plan for future expansions. The new facility boasts an open-space design that includes a large conference room and work and meeting spaces that are customizable to meet any need through a system of panel walls set on tracks.
"We have created a space that integrates our brand identity into the environment," Moriarty said. "Large orange Plexiglas walls set on tracks allow for flexibility and customization, two principles that are equally important to our brand management clients."
Market Directions included a game room in the new office floor plan in order to encourage creativity and free thinking.
"Creativity is the cornerstone of our business," said Market Directions CEO Susan Spaulding. "As brand marketing strategists, we're casting a vision for the future of our clients' businesses. To do that effectively, we must cultivate creativity and innovation in our own company. Our new office is a very positive step toward this objective. You can literally feel the positive energy when you come through our doors."
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Vandiver joins Market Directions as Director of Market Analytics
Kansas City, MO (Sept. 24, 2007) - Market Directions, a brand performance consulting firm, announced today that it has hired Val Vandiver, PhD, as Director of Market Analytics.
"Market Directions places a high premium on the collection and analysis of high-level data that will inform the marketing recommendations that we make to our clients," said Market Directions Inc. CEO Susan Spaulding. "Val Vandiver now leads our efforts with his expertise in data modeling and analysis, which will greatly benefit our clients and their marketing strategies."
Vandiver has more than 20 years of experience in advanced study design, analysis and database construction. He also has extensive experience in behavioral and attitudinal segmentation analysis working in the pharmaceutical, healthcare, real estate and gaming industries.
"A lot of companies make decisions on the fly," Vandiver said. "Market Directions gives them navigational data that enables them to see where they have been, where they are and where they are going. I'm looking at new ways to collect and analyze behaviorial and attitudinal data in order to provide new actionable insights to clients regarding their products and services."
Vandiver is intimately familiar with best practices in web architecture, search engine marketing/search engine optimization and brings indepth knowledge about internet marketing.
Market Directions helps businesses build successful brand strategies.
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New Study to Examine Shopping Habits of Pet Owners
Kansas City, MO (PRWEB) September 8, 2007 - A comprehensive new research study of pet owner shopping habits launches this fall for the purpose of understanding how changes in the sales of pet product and pet pharmacy are affecting the average pet owner. The study, which begins this month and concludes in January 2008, is being undertaken by Market Directions and Brakke Consulting.
With the phenomenal growth in the number of available pet products, both ethical and over the counter, pet owners are flocking to the Internet for information and products as never before. Online pharmacies such as PetMed Express offer real alternatives to veterinary clinics for vetonly products, and are growing at a doubledigit pace. Traditional veterinary clinics are trying to compete as the online boom continues.
This national study will explore how this shift in pet product sales is affecting the pet owners - and what it means for marketers of these products. The key topics the study will address are:
1. What products do pet owners routinely buy, where do they buy them, how often do they buy them, and how much do they spend?
2. How often do pet owners purchase prescription or vet-only products outside the veterinary channel? Why? From whom? Would they prefer to purchase the products from their veterinarians if the veterinarians competed on price and/or convenience?
3. What perceived value does the veterinarian actually add to products sold through the veterinary channel? At what price discount, if any, would pet owners switch to identical products available through OTC channels?
4. What role does convenience or store location play in pet owners' preferences for purchasing from specific outlets, such as WalMart, pet superstores, independent pet stores, veterinary clinics, catalogs and online retailers? Which products are most vulnerable to "leakage"?
5. How often do pet owners actually consult veterinarians about product choices, and where else do they look for information? Who/what has credibility and who doesn't?
6. What is the demand for services such as pet health insurance, day-care and boarding? How well is the need being met? What value, if any, does the veterinarian add to these services?
7. How does behavior in all of these areas vary by income, age, location of residence, behavioral segment, ethnicity and other demographic factors?
The Pet Owner Channel Use Study is based on a survey of a random national sample of more than 1,000 dog and cat owners. The report examines purchasing frequency by brand and by type of outlet, channel switching in product purchasing, and the importance of convenience, price and veterinary recommendation on purchasing patterns.
Products included:
- Wellness and therapeutic pet foods
- Flea and tick control
- Heartworm prevention
- Dental health products
- Pain management and other chronic-use medications
- Joint health supplements
- Pet health insurance
- Boarding and day-care services
The study will be fielded in September 2007, with completion by January 4. Upon publication, the price of the study is $12,500.
The Pet Owner Channel Use Study from Brakke and Market Directions provides actionable data for every pet product marketer to use in designing marketing and sales channel strategies. For example, the study will help subscribers:
- Focus resources in the most productive areas
- Build more effective defense strategies in key channels
- Recalibrate channel strategies for principal products
- Build innovative channel strategies for new products and categories
Market Directions is a Kansas City-based market research and brand performance consultancy firm. Both companies have deep experience in the pet care and veterinary markets. Brakke Consulting, Inc., is a Dallas-based management consulting firm specializing in the animal health and nutrition industries.
For more information about the Pet Owner Channel Use Study, contact John Volk, Brakke Consulting, jvolk(@)brakkeconsulting.com, (773) 327-4941? or Susan Spaulding, Market Directions, (816) 448-3055, susan@marketdirections.com.
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Market Directions CEO honored by Women Who Mean Business program
KANSAS CITY, MO. (July 20, 2007) - Market Directions Inc. CEO Susan Spaulding is among 25 area businesswomen who have just been named as honorees of the Women Who Mean Business program for 2007. The honorees will be recognized in the July 27 edition of the Kansas City Business Journal and at a luncheon July 27 at the Hyatt Regency Crown Center.
Now in its eighth year, the Women Who Mean Business program honors women executives in for-profit businesses who are committed to excellence and who have made contributions to their fields and the community.
Nominees complete applications that are reviewed by a panel of outside judges, including previous Women Who Mean Business honorees. From the list of candidates, the best 25 are selected for recognition.
Susan Spaulding is being recognized for her entrepreneurship. Spaulding owns Market Directions, a brand performance consulting firm. Spaulding has played a key role in helping businesses build successful brand strategies. She has more than 30 years of experience as a marketing and communications consultant and works as a business advisor to senior management infusing the voice of the customer in decision making and coaching on organizational adoption of the brand strategy.
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About Market Directions
Market Directions is a Brand Performance consultancy that provides clear direction for brand growth through the voice of the customer. The company helps businesses through new brand acquisition, repositioning, brand extensions — no matter where the brand is in its lifecycle. Market Directions can help define a solution that will translate into business results. For more information visit http://www.marketdirections.com.
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