Knowledge Is Revenue: How to Conduct Killer Marketing Research

Presenter: Ida Cheinman, Principal and Creative Director, Substance151
Tuesday, June 18, 2019, 2–3:30 p.m. EDT/1 p.m. CDT/Noon MDT/11 a.m. PDT

Session Description

Traditional methods of collecting competitive research are no longer effective in delivering the depth of knowledge that today’s effective branding, marketing and business development demand.

So, the big question isn’t why you should do it, but how?

How should A/E/C firms conduct research so that they end up with useful information that strengthens their brands, helps engage the right customer, and improves their marketing campaigns and their firms’ bottom line?

Doing it right often requires a great deal of time and resources. Fortunately, with the right research strategy, process and tools in place, you can gain deeper insight without allocating half of your annual marketing budget.

Our June webinar will cover the two most common research types: competitive research and customer research. We’ll discuss new methods, practices, tools, and technologies for conducting meaningful research and collecting information you can actually use. Our seasoned practitioner and presenter will show us how to turn collected data into meaningful insight to build your business.

Session Learning Objectives:

During this webinar, participants will:

Identify methods for collecting meaningful customer data and insight, using techniques and tools that are well within the reach of any size firm and marketing budget
Learn to identify competitors using online tools and techniques and observe what your prospects and clients are seeing
Discover a wide range of digital tools and apps to collect behind-the-scenes intel not accessible via traditional methods
Understand what data to collect and how to analyze and apply that data to the decision-making process for actionable and accurate marketing results

SMPS webinars are sponsored by Cosential

Ida Cheinman

Principal and Creative Director, Substance151

Ida Cheinman is principal and creative director of the brand communications firm Substance151. She uses her 20+ years of experience as a brand strategist, designer, marketer, and educator to help business leaders and marketing professionals make sense of trends, tools, and best practices to position their firms to win in the 21st century’s fast-changing and extremely competitive marketplace. Ida is a recognized thought leader and sought-after speaker who presents nationally; she’s a frequent contributor to industry blogs and publications, including Marketer, the Society’s award-winning journal.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

Per-Site Registration Fee*

SMPS Member Site Registration: $199

Nonmember Site Registration: $259

*Remember: webinars are open to your whole staff. Your team can participate from one location in your office for one fee. Register today and benefit from affordable, convenient, actionable learning and earn valuable CPSM CEUs and AIA LUs!

Recordings of SMPS webinars are available to train your marketing professionals. Learn more