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Connect2Market helps organizations connect to their markets.  We achieve results for clients with structured processes to develop a market strategy that resonates with its target market. In addition to helping clients find their markets and communicate what their value, Connect2Market develops customized web applications to directly connect them to their markets.  These web applications use the latest in tools for content management, social media and search optimization.  

Connect2Market launches new site for Adaptive Adventures!

Adaptive Adventures ScreenshotIn its most robust offering to date, Connect2Market has launched a new web application for Adaptive Adventures! Adaptive Adventures creates life changing opportunities for people with physical disabilities.  Program participants enjoy fresh air, rushing water, and abundant sunshine as they glide down ski slopes, cut through the water in a kayak or wakeboard, or bike through the Rocky Mountains.

As Adaptive Adventures focuses on providing activities for people with physically disabilities, the event calendar was a key consideration in the application's development.   The event calendar features not only the ability to publicize events, but also the ability to signup participants and push the content out to social media like Facebook and Twitter.  While most events are free to participants, we are also incorporating the ability to accept payments for those events that have a fee (Great for fundraisers!).  This web application is database driven such that as new events are added they automatically appear not only on the home page but also on the events program page.

Check out their new site today!

Check Connect2Market's latest customer installation

 We just launched a new web application for McCaffrey's Home Inspection! The website application communicates the business' marketing message to its target market through dynamic home page content, demonstration of the quality of their online inspection reporting, and articulation of the value proposition.  The application features easy to grasp visual content, an online booking tool, testimonial publishing and search engine optimization! 

Check out the site here: http://hominspect.com and book yourself an inspection (if you need one).

Interesting ideas on how disruptiveness drives word of mouth

This article by Steve Knox explores the science behind why consumers talk (or do not talk) about things in their life.  I see this factor to be akin to the fulcrum that determines the effectiveness of your marketing lever.  While Steve's focus is more on consumer packaged goods products, his principles should apply across services and business to business products equally.  I liken Steve's "schemas" to be similar to the traditional marketing strategy frame of reference for a business and the disruption to be similar to the strategic points of difference.  

Read the full article here: http://adage.com/cmostrategy/article?article_id=141734

Thanks to Tom O'Brien of Motivequest for sharing the article.

 

Recommended Reading - Predictably Irrational

I just finished reading Predictably Irrational by Dan Ariely.  The book, which I had been meaning to read since it came out in 2008, has interesting insights from cover to cover.  Dan is part of a newish school of thought in economics called behavioral economics.  With traditional economics, people are assumed to make rational decisions based on the information they have on hand.  Behavioral ecomonics thinking challenges this rational decision making assumption. I was introducted to the concepts by one of my favorite Kellogg professors, Nabil Al-Najjar.

I especially appreciated the chapters on the value of FREE! as well as the one about people infer quality from price.  In the free chapter, Dan describes some great experiments performed with kids and halloween candy.  The price discussion shows how people think the quality of a good is different based on its price.  These kinds of value judgements are critical considerations for any business when pricing products.

Also, browse Dan's website too.  He posts great fresh content on his ongoing research. Loved the one from the other day about how google, based on its users actual searches, can show you the difference in what men and women are thinking.  Data aligns with my personal stereo types!

Interesting guide to doing a customer interview

I like the way this fellow approaches performing a customer interview. 

He urges you to start with soft questions: "However, I found it far more effective to ask basic (but useful) questions up front. “What’s your role?” “What was the process you went through to purchase product X?”" This builds trust and sets the interviewee at ease.

And to ask customers to tell stories about their experiences: "It’s easy to for people to spout their opinions. Stories, however, are more useful for making sense of difficult situations".  I think this technique helps avoid customers sugar coating what goes on.

He also provides some good reference links as well.  Plus, he likes the way Terry Gross does an interview (as do I!)

Read the real thing here: http://caddellinsightgroup.com/blog2/2009/05/the-art-of-the-customer-interview/

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