Relationship Marketing: Driven By Data

Leveraging Proprietary Research

Station: KRCG-TV, Columbia-Jefferson City

Client: A Local Automotive Dealer Case Study

Initial Phase of Strategic Planning

The first stage of any strategic plan requires the station to deliver a comprehensive presentation that includes relevant category information and media consumption trends tailored for the client, in this instance, a local auto dealer. After reviewing this information, the station recommended that the client engage directly with their Marshall Marketing representative to discuss opportunities for proprietary research.

Following an in-depth conference call between Marshall Marketing and the client, a proposal was provided that detailed two research options: adding specific questions to the annual survey or conducting a standalone proprietary survey.

Follow-Up Call Recommendation

Marshall Marketing suggested that the station leverage the proprietary questions to motivate the dealership to increase their spending. This was achieved by proposing that the dealer group raise their investment with the station in exchange for covering the costs associated with including these proprietary questions.

The steps outlined below can be utilized by all our client stations.

Proposed Action Plan (Suggested Next Steps)

Work collaboratively with the station and client to finalize the agreed-upon amount for increased spending, ensuring that this agreement is clearly documented.

I. Develop Proprietary Questions:

Collaborate with the client to formulate targeted proprietary questions that align with their marketing objectives and business goals. Ensure these questions will yield actionable insights that can directly inform the client’s marketing strategies.

II. Survey Implementation:

Incorporate the proprietary questions into the annual survey or prepare for the standalone survey. Coordinate with both the station and the client regarding the timeline and planning for survey questions, data collection, and the overall schedule.

IV. Data Analysis and Reporting:

After the survey is completed, analyze the data to extract key insights. Prepare a thorough report that highlights the findings and offers recommendations for how the client can leverage this information to enhance their marketing strategies.

V. Presentation and Follow-Up:

Present the findings to the client, showcasing how the insights can lead to better marketing decisions and improve ROI. Maintain open communication with both the station and the client to ensure alignment and swiftly address any concerns.

VI. Case Study Development:

With the client’s consent, create a case study that highlights the success of this initiative. This can serve as a valuable asset for future client engagements and business development.