Ponderings from the Perch Little Bird Marketing & C-Suite Radio

Don’t get caught sending an email to Gen Z expecting them to take your survey. They won’t see it in their inbox of 5,735 unread messages.

CEO of Little Bird Marketing, Priscilla McKinney, welcomes Jennifer Reid, Co-CEO and Chief Methodologist at Rival Group, to discuss how to best engage with Generation Z for market research. Jennifer is an expert in Gen Z engagement, specifically the ability to connect with younger generations for the purpose of consumer understanding and insights that move brands forward.

As with any generation, trust and transparency are important frameworks from which to operate to get dynamic insights, but with this generation, they are paramount. Jennifer works with teams to help them successfully engage with this important pool of respondents. Her advice? When trying to reach GenZ to participate in market research, we should ask ourselves if we’re using the wrong channel, have the wrong tone of voice, are using the wrong format or are asking the wrong question.
According to Jennifer, when you’re doing it right, you’re letting the individual know whose research it is you’re doing and what they intend to use it for. They know how to be properly suspicious about online connections, but once they have things verified and clear, they can engage beautifully. As this generation says, “TLDR (too long; didn’t read) and this is what we should lean into. This is the generation of summaries and skimmable copy. But she warns against some efforts that try too hard (“try hards”) to be “one of them.” Instead, she suggests a strong commitment to staying transparent about who you are and what you’re trying to do.
The upside? For the Rival companies, they have done the work and find this generation to be thoughtful and passionate about the brands they use. They are native to the mobile environment and are happy to record a video about their feelings and thoughts. If you want to engage well with them, expanding your digital marketing tools is the way to go.
Want to know what young people are thinking of?
Wondering what lead generation strategies work with this generation? 
Cut through the noise and let them know how important their voice is. They are willing to give their feedback, and that is a great way forward for better business impact!

Helpful resources from Jennifer:
Webinar on Gen Z communities: https://www.rivaltech.com/gen-z-communities-webinar
Gen Z Brand Power Index: https://www.reach3insightstop3.com/top_brands_list/
A study from The Wharton School about why consumers are more willing to open up when using their smartphones: https://knowledge.wharton.upenn.edu/article/why-consumers-share-more-personal-information-on-smartphones/

SPONSORS

Priscilla McKinney, CEO at Little Bird Marketing, is thrilled to announce the release of her book, "Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind." The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.

Are you an aspiring author looking to transform your ideas into a compelling book that elevates your brand and establishes your authority in your industry? If you can’t seem to get that idea inside of you into book form, maybe it’s time you consider hiring a professional scribe. Don’t let your story remain untold. Take the first step towards becoming a published author by booking a consultation. Visit https://info.littlebirdmarketing.com/meetings/priscilla18/become-a-published-author now to unlock the power of your words and stories.

Feel like you’re becoming irrelevant and lost in the industry?

In this episode of Ponderings from the Perch, CEO and Momma Bird at Little Bird Marketing, Priscilla McKinney, is joined by Nancie McDonnell Ruder, an experienced marketing strategist, branding consultant and consumer researcher. As Founder and CEO of Noetic, a Marketing and Leadership Consulting Firm, Nancie shares the issues marketers face and the steps to move past old thinking and onto new strategies.

Marketers today are confronted with challenges that demand constant vigilance. The fear of losing resonance with target audiences due to evolving trends and dynamic consumer behavior is a perpetual concern. 

It’s easy to go at these new problems with old solutions. People get comfortable with what they are confident in and don’t want things to change. We all have feelings about what we are and aren’t good at. Even when we should find new digital marketing tools, reconsider our content strategy or rethink our media planning, we stay with the known processes. Repeating phrases like “jack of all trades, master of none” will do no good. Specialization is not the replacement for learning new ideas and methodologies.

Striking a balance between innovative content strategy and data analytics remains a constant battle. The marketer's hope lies in decoding these challenges, seeking methods that yield genuine connections with the audience, and achieving a sustainable marketing strategy template.

Learn how to leverage your strengths for innovation, seek learning opportunities, and address identified gaps in your marketing plan template.

SPONSORS

Are you looking for experts and tools to collect research data worldwide? Global sampling, field management and data collection are just some of the services that Gazelle Global provides. Visit gazelleglobal.com to learn more about how our expertise can help you unearth quality data that drives meaningful insights. Get your research done anywhere around the world quickly and efficiently. Visit gazelleglobal.com today.

Priscilla McKinney, CEO at Little Bird Marketing, is thrilled to announce the release of her book, "Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind." The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.

What do the greatest research minds share when brought together? If you’re experiencing a serious case of FOMO because you didn’t make it or are just wondering what everyone else was talking about while you were there, we bring you the Insights Association Corporate Researcher's Conference in a nutshell. When it comes to market research, consumer insights, shopper insights, survey sample fraud, focus groups, UX and CX, mock juries, what AI can do in the industry, and what the heck a synthetic respondent is, we have you covered. 

Hear it all right from these research pros:

Melanie Courtright - Chief Executive Officer at Insights Association. Listen to our episode with Melanie, MRX Mavericks: Protecting and Serving the Industry with Melanie Courtright

Andrew Cannon - Co-Founder of EQJOY, and Executive Director at GRBN. Listen to our episode with Andrew, Fostering a Life of Joy with Debby Schlesinger-Hellman and Andrew Cannon

Andrew Seinfeld - Innovation Ambassador at Appinio.

Carlos Hevia - Business Development Director at Multilingual Connections. Listen to our episode with Carlos, The Art and Science of Language Translation for Market Research.

Carrie Angiolet - Principal & President at Illuminas.

Danny Farkas - Director, Business Development at Virtual Incentives.

Jim Kershaw - VP/Senior Consultant of Burke, Inc.

John Sadler - Vice President of Client Solutions at RIWI.

Julia Eisenberg - EVP, Strategy & Insights at Sago.

Karen Krishfield - Previously Principal, Research Enablement at Hulu, now Free Agent.

Kelli Hammock - Strategic Communications Director at L&E Research.

Mark Resnick - Vice President of Sales at Zappi.

Pierson Wofford - Executive Recruiter at Smith Hanley Associates.

Sasha McCune - VP - Practice Leader - Media, Entertainment & Culture at CMB. Listen to our episode with Sasha, What's up with Analysis Paralysis, Corporate America? With Sasha McCune

Scott Johnson - Strategic Account Executive at L&E Research.

Spending too much money on in-person events?
Experiencing FOMO when you don’t go to an industry conference? 
Struggling to get a return on investment from your trade show booth? 

You are not alone. 

Today, on Ponderings from the Perch, CEO and Momma Bird at Little Bird Marketing, Priscilla McKinney, delivers the tried and true maxim for in-person events: “What you put into it is what you’ll get out of it.” She outlines tips to make the most of your experience during the next conference…should you choose to go!

Time and money are lost when business leaders and execs don’t take full advantage of the conference season with tools for networking or when companies invest a lot of money but not enough time planning. Planning ahead seems like a simple mandate, but it is amazing how many plan a lot of details but little strategy to get the most out of the time and budget! 

Also, planning HOW your team will participate is critical, and Priscilla shares networking tips and how to hold teams accountable for outcomes from this marketing spend. In this episode, you’ll learn how to make the most of EVERY conference and turn an ordinary business event into an opportunity for meaningful connections.

SPONSORS

Priscilla McKinney, CEO at Little Bird Marketing, is thrilled to announce the release of her book, "Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind." The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.

Don’t let the learning stop here. Little Bird Marketing’s 12-week social selling course is a practical hands-on experience designed specifically to help you network effectively and at scale, build rapport with targeted audiences, expand your influence, and become the go-to authority in your area of expertise. So this is not a quick “tips and tricks” for LinkedIn's success flash in the pan. It's a commitment to changing the way you show up online and experience career-shifting breakthroughs. This is expert instruction in small cohorts with personalized one-on-one coaching. If you're interested, learn more at https://littlebirdmarketing.com/social-influence-course/

Q: Who do you call if your insights are taking you to Japan? 
A: Myth-busting Japanese culture expert Dominic Carter and his team.

Today, our CEO and Momma Bird, Priscilla McKinney, welcomes a good friend and experienced researcher, Dominic Carter, Representative Director and CEO of The Carter Group.

Originally from Australia, where he was educated and started his career, Dominic has lived and worked in Japan since 1999. He has launched and nurtured several successful businesses in the market on his own account and worked as a key consultant on numerous large-scale launches and business expansions for his clients, which include some of the largest names in the world. His professional focus is the translation of cultural and customer insights into effective strategies for market entrants and established players.

Brands looking to expand to the Japanese market need researchers and recruiters who know and understand both them and the Japanese people. The Carter Group has professionals who can bridge the gap between brands and target Japanese consumers effectively. The work is crazy interesting, and it takes serious expertise to help brands find a way forward in a culture they don’t know. The worst outcomes start with assumptions, and that is what The Carter Group breaks down quickly.

Too often, brands think simple translations of their ads will bring them into a new market. But not understanding the culture really backfires. Dominic says, “Localization is much more than just translation.” Even something as seemingly simple as a skincare product and the promises it makes can differ significantly and impact a marketing campaign when introduced to a new culture. These small but meaningful changes influence the reactions to brands and products every day.

Their team brings real meaning to business strategy and applies cultural insights to translate the voice of the Japanese consumer. If you’re into international business, you don’t want to miss this episode!  

SPONSORS

Priscilla McKinney, CEO at Little Bird Marketing, is thrilled to announce the release of her book, "Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind." The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.

Don’t let the learning stop here. Little Bird Marketing’s 12-week social selling course is a practical hands-on experience designed specifically to help you network effectively and at scale, build rapport with targeted audiences, expand your influence, and become the go-to authority in your area of expertise. So, this is not a quick “tips and tricks” for LinkedIn's success flash in the pan. It's a commitment to changing the way you show up online and experience career-shifting breakthroughs. This is expert instruction in small cohorts with personalized one-on-one coaching. If you're interested, learn more at https://littlebirdmarketing.com/social-influence-course/

You have been questioned.
The marketing and market research industries have been challenged.
But what if we had the courage to face them boldly?
Join Priscilla McKinney, CEO and Momma Bird, here at Little Bird Marketing as she welcomes inspirational and aspirational colleague Eileen Campbell. With an amazing amount of experience in the industry and a finger on the pulse of what the change makers are thinking about today, she shares her insightful perspective about what conversations we should be having for better outcomes, including:

How do we help our clients grow their business?

How do we start moving at a faster pace that is more in alignment with the pace of business?

How do we increase the amount of value we bring to the C-suite table for better decision-making?

How do we clarify the voice of the consumer to the stakeholders?

As we continue to partner with businesses to help them face their most pressing challenges, we all can start asking better questions of each other. Eileen underscores that she is accessible for help within the industry and wants us to address tough issues that will help us all move forward better.

SPONSORS

Priscilla McKinney, CEO at Little Bird Marketing, is thrilled to announce the release of her book, "Collaboration is the New Competition: Why the Future of Work Rewards A Cross Pollinating Hive Mind and How Not to Get Left Behind." The book's chapters are designed to be time-efficient, ensuring busy professionals can easily integrate these transformative ideas into their workflow. From discussing the state of affairs in business to providing fundamental strategies and seven practical anchors for staying on course, this book offers a fresh perspective and a competitive advantage in today's complex business landscape. Visit priscillamckinney.com for more information.

Are you looking for experts and tools to collect research data worldwide? Global sampling, field management and data collection are just some of the services that Gazelle Global provides. Visit gazelleglobal.com to learn more about how our expertise can help you unearth quality data that drives meaningful insights. Get your research done anywhere around the world quickly and efficiently. Visit gazelleglobal.com today.