A  Presenta*on  from  The  NewMR  “Pu6ng  the  ‘Qual’  in  Qualita*ve”  Event  

28  March  2012  

Marke&ng  Through  Intermediaries:    Simulated  Conversa&ons    Put  You  In  the  Room    Jean  Fasching,  CMI  

Event  sponsored  by  EthOS  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Ethos  visit  www.ethosapp.com  For  more  informa>on  about  NewMR  events  visit  newmr.org  

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Marketing Through Intermediaries: Simulated Conversations

Put You In the Room

Research That Drives Results

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Traditional Approach Isolated POV

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Client  Objec>ve  

End  Customer  Intermediary  

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Realistic Approach Dynamic POV

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Client  Objec>ve  

End  Customer  Intermediary  

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

What is a simulated conversation?

An orchestrated & facilitated conversation

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

What is a simulated conversation?

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Expert  Moderator   Buyer:  

Physician  Customer  Retailer  

Wholesaler    Distributor  Dealer  

Intermediary:  Sale/  Drug  Rep  

Agent  Distributor  

Manufacturer  Import/  Exporter  

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

What is a simulated conversation?

None of these people know each other

Goal: represent a real life situation

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

For what situations?

Business goals that rely on intermediaries

–  Insurance – Financial services – Pharmaceuticals – Distribution/ Retail

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

For what situations?

•  Client company needs to understand how to communicate effectively and independently to both intermediaries and

A check to ensure intermediaries understand, deliver and reinforce your

intended message

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Why Simulated Conversations Work

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Why Simulated Conversations Work

A structure way for staff to hear and

view actual conversations

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Avoid WOM decisions

Reach consensus on actions Use as a final check

Learn from best in

class as well as the norm

Articulate, engaged

participants

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Questions that Can Be Answered

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Is the customer

getting the info they need, in words they

understand?

How did the Best-in-class

advisor convey

information?

Does the agent have everything (s)he needs to

deliver a message

effectively?

What made

conversations easier?

How did agents and customers react and

feel? Why?

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

What to Expect

Lively discussions

Best-in-class talking-points to multiple constituents

Visceral reactions to materials $$ changes & fees

Immediate insights into the “hidden” conversations for marketers, ad and PR folk

Life-like training tools

Clients on the edge of their seats

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

How to Accelerate Conversations: Case Story

Situation: Sales support materials were: –  Expensive to produce

–  Cumbersome to use

–  Required by law

The challenge: Streamline and prioritize required documents –  SOUs, transfer fund forms, income riders

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

How to Accelerate Conversations: Approach

Simulated sales conversation – agent, customer and professional moderator

–  Financial professional - customer not linked

–  Customers had a need

–  Best-in-class and average agents

–  Intimate room similar to sales process

–  Replicate the flow of the sales process

–  Orchestrated entrances & exits

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

How to Accelerate Sales Conversations: Results

Prioritize revisions and new insight on combining POS & support materials

–  Eliminated carbon forms –  Combined POS and Support materials –  Gained approval from best-in-class financial professionals to use their

conversation as training and launch material

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

How to Accelerate Conversations: Results

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“I like the revised one better. It has the graphics and not too many words. I get it . . . . its easier to read. I don’t mind signing a few more times.” — Customer “I wouldn’t have thought that this would have helped my him. But

he just told me it’s better than what I’m doing now to show and talk to this required form.

My assistant can print these in my office too then we don’t need

to order and stock the carbon forms anymore.” – Financial Professional

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Keys to Simulated Conversations Success

•  Recognize the need for a dynamic POV

•  Use an experienced moderator

•  Give time to absorb new materials

•  Manage participant’s entrances and exits

•  Use real intermediaries and customers, but not with pre-existing relationships

•  Wait for it -- be the fly on the wall

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Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Thank you!

Jean Fasching

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Q & A

Sue York NewMR

Jean Fasching CMI Research

Speaker: Jean Fasching, VP, CMI Research, USA NewMR Putting the ‘Qual’ in Qualitative Event, 28 March 2012, Session 3

Jean Fasching

Connect  with  Jean  on  LinkedIn:  www.linkedin.com/in/jeanfasching    Find  out  about  Jean’s  recent  ar>cles  and  events:  www.cmiresearch.com/w/ar>cles/  

 

Research That Drives Results

A  Presenta*on  from  The  NewMR  “Pu6ng  the  ‘Qual’  in  Qualita*ve”  Event  

28  March  2012  

Marke&ng  Through  Intermediaries:    Simulated  Conversa&ons    Put  You  In  the  Room    Jean  Fasching,  CMI  

Event  sponsored  by  EthOS  All  copyright  owned  by  The  Future  Place  and  the  presenters  of  the  material  

For  more  informa>on  about  Ethos  visit  www.ethosapp.com  For  more  informa>on  about  NewMR  events  visit  newmr.org