Marshall Marketing Nation's Leading Market Research Company Fri, 25 Jan 2019 20:31:02 +0000 en-US hourly 1 Marshall Marketing Mapping Fri, 25 Jan 2019 17:28:49 +0000 The post Marshall Marketing Mapping appeared first on Marshall Marketing.


MyMarshall Mapping

a telescope & a microscope

Believe it or not, there is debate over the person that invented the telescope.  Galileo, the Italian astronomer in the 1500-1600’s, used a telescope he built to see mountains on the moon, light from the Milky Way, and to discover 4 of Jupiter’s moons. 

However, Galileo’s telescope wasn’t the first.  In 1608, Hans Lipperhey, a Dutch spectacle maker filed the first patent for a tube with two lenses that could magnify objects by 3x.  Galileo, being the overachiever that he was, heard of the patent and built a telescope that could magnify objects 10x without ever seeing a prototype.  Lipperhey is also credited with the invention of the microscope.  It makes one wonder if Lipperhey reasoned to himself, “If I can build a device that can make things very far away look closer, can I build a device that makes very small things look big?”  (No one is sure if he wondered that, but it could have happened.)  Well, it turns out that he could.

Making things closer and small things bigger is something an AE must do every day.  The television “device” is a telescope that can go far and wide to build awareness and response while the digital “device” is the microscope that looks deep into the market to create big business out of what might seem to be something small.

The Marshall Marketing mapping “device” does both

At a southern Marshall station, a business that specializes in financial planning is wanting to expand its customer base while also capturing as many customers as possible close to its main office. 

These are the services the company can help customers plan for financially.

In the next 12 months, which of the following will you consider?

High Index

This is a telescope view of the market potential. The client’s main office is in the center of the 15-mile radius.

Revising or creating a retirement plan for investments

On the map above, the concentration of potential customers by ZIP codes is color coded.  Red has the highest concentration and dark blue has the lowest concentration.

This is a microscope view of the customers within the 15-mile radius:

Revising or creating a retirement plan for investments

The GEO feature in MyMarshallSoftware is also a great way to use the microscope to look even deeper.

This data table displays two very important things. The overall population within the radius and the zip codes that have the highest number of customers.  While 71111 has the highest population, it has a very low number of potential clients.  An AE can use this to pinpoint areas to reach digitally.  It’s an ever-changing world out there and it requires an AE to show a client how to reach far and wide while at the same time hitting customers close to home to increase business

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Content Marketing & Marshall Marketing Fri, 02 Feb 2018 01:27:45 +0000 The post Content Marketing & Marshall Marketing appeared first on Marshall Marketing.


What Can I Say?


It ain’t easy being a consumer these days. With just a few exceptions, no matter what media a consumer uses, it comes with a wide range of marketing messages. Now, don’t misunderstand, that’s not necessarily a bad thing. Providing marketing messages has paid the bills for a lot of people and is a pretty good business. The beauty of Content Marketing is that it can get a message through to a consumer without them even being aware. It is the “stealth” technology of marketing.

Marshall Marketing continuously works to provide data that is effective in selling all the products on the plates of Marketing Consultants. This year, a Content Marketing series of questions has uncovered some terrific data that will position Content Marketing as a “must have” for local advertisers.

In a recent Forbes blog post, Gary Henderson Founder & CEO wrote,

“In 2018, content marketing is about creating interesting content people actually want to engage with. Stop talking about your brand, and start creating content people want to read, watch or listen to.”

Good advice, Gary!

In this market, the station wanted to know which topics are interesting to consumers. 

When online, which of the following article topics do you click on for leisure reading or for more information?

Travel, Food/Wine, Home Improvement, and Home Decorating
are in the top five responses.

What is great about this question is a Marketing Consultant can profile all of these topics and target advertisers within each category!

For instance, 14% of consumers will read an article about Health Care. What types of health care providers or clinics can benefit from this data? A simple cross-tab by Health Concerns show this consumer indexes high with 4 issues……..

Which of the following health issues are you concerned with…?

But, will a consumer actually contact an advertiser that uses Content Marketing?

To make sure, the station added this follow up question…….

If an article you read online is sponsored by a business that sells a product or service you are interested in, how likely are you to shop at that business?

78% of consumers that read Health Care content are Very or Somewhat Likely to contact a business. Content Marketing can become a key component for a local advertiser.
What can I say? It ain’t easy being a Marketing Consultant either.
Marshall Marketing data can connect the dots for a Marketing Consultant to convince an advertiser to use Content Marketing.

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TV Impacts Millennials Thu, 29 Jun 2017 19:46:17 +0000 The post TV Impacts Millennials appeared first on Marshall Marketing.


TV Impacts Millenials!

Stop reading if you haven’t heard this from a client, “We need to reach Millennials, it is the future of our business.”  Now, how many times have you heard that today? Past week? Month?

Without going into all the data that supports the buying power, consumer activity, and value of age groups outside the Millennials, the reality is that businesses need to reach consumers between 18-35.  (Pew Research Center defines Millennials as beginning in the year 1982.  (Side Note: in 1982, Henry Fonda and Katharine Hepburn won Academy Awards for their performances in On Golden Pond.  Chariots of Fire, a film about two British Olympic runners in their early 20’s….original Millennials maybe?…won Best Picture.)

Today, unlike 1982, there are a mind-boggling number of ways to reach Millennials ranging from traditional media to all things digital.

However in 2017, just like in 1982, the first step in making a Millennial a customer is to become part of the  consideration set when that consumer is in the market to make a purchase.  How does a client build awareness?  How does a client influence a Millennial, or any customer, with a media mix?

Marshall Marketing data is a key component in positioning television as a key player in building awareness.

This aided question from a Marshall Marketing station in the south that determines the influence of media is a good start in positioning television as the anchor of awareness building.

Influential Medium
Which one of the following media types is most influential?

This question yields even more important data when broken down by age group.
Note that television ranks first among all age segments, even Millennials.

It is also important to note that Millennials rank Internet and Social Media higher than the other age segments.

Remember, building awareness and being part of the consideration set result in higher sales.  How does awareness building help when a consumer is in the market and online?

Businesses that are familiar to the customer get the first opportunity to capture them. The same is true by age segment

Reality in 1982, viewers of On Golden Pond and Chariots of Fire were key consumers to reach.  Reality in 2017, Millennials are a key consumer group to reach.

The American Research Foundation released a study last year that analyzed over 5,000 advertising campaigns in over 100 categories.  Some of the key findings are….

  • Spending across multiple platforms delivers greater ROI than any single platform – including for Millennial consumers. TRANSLATION: TV AE’s need to expertly utilize Marshall Marketing data to pinpoint the most effective medium.
  • “Silo-investing” – too much frequency via a single platform can lead to diminishing returns.
    TRANSLATION: No advertiser can build sales using one medium.
  • To jump start growth, marketers can take advantage of the “kicker effect” of smart spending with specific combinations of traditional plus new media on the right platforms.
    TRANSLATION: Use Marshall Marketing data to position TV as the BEST traditional medium to use with digital to increase sales.

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Don’t try to stand out from the crowd Tue, 07 Feb 2017 14:26:57 +0000 The post Don’t try to stand out from the crowd appeared first on Marshall Marketing.


Don’t try to stand out from the crowd

“Successful transformations reframe the problem that makes the solution possible.  They erase existing boundaries and start from scratch.” – Malcolm Gladwell


Many times we hear from our stations about the need to help position their news products to clients that won’t consider them since they are not the number one news station in the market.  Why not try to reframe the problem, as suggested by Mr. Gladwell?

One way to reframe the problem is by looking at your exclusive news viewership – people who watch only your newscasts and not the competitions’.  By showing the amount of people missed by not buying your station, you can begin to reposition their stance of not including you.


Here is an example from a station in the Southeast;

You can convince them further by highlighting the “Plan to” people also overlooked by not buying your news;

Future Purchase 12 Months
Within the next 12 months, do you anticipate on purchasing or doing any of the following…?

To put it simply…

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