December 2000

Real Research... Real Results!


An increasing percentage - 60% already - of Belden projects include an Internet component. In some cases, a few questions are merely tacked on at the new media manager's insistence. In others, a comprehensive menu of variables is examined.

It's time to sharpen that focus...

...A few weeks ago, a client contacted us asking..."Even though our recent study wasn't specifically Internet oriented, can we extract a few relevant data points to use during an upcoming new media sales call? We'd love to finally sell something."
The study in question included basic media consumption questions, with a slightly expanded Internet component?

After some quick action and homework, we generated a spreadsheet which detailed the following: media web site familiarity, whether visited, visited within the last 30 days, or ever bookmarked and measured those against gender, age, education, income, length of residency, when first signed on the 'net and whether or not a heavy or light Internet user.

$ucce$$!
With the ability to sell site specific and not generic web information, the new media account rep had a much more compelling and responsive case - the advertiser agreed!

Catalyzed by this development, plus the encouragement of many, we fine-tuned, accelerated and expanded the process. Bet you'll find this interesting.

The objective was to create an affordable, quick Internet research application that will energize sales staffs everywhere and be priced so it could be conducted several times annually.

Effective immediately, the latest Belden offering, in conjunction with our interactive partner, AR&D Interactive, is the Web Survey and Sales Site Study.

• Costs are shared - it's syndicated - to maximize frequency.
• Data is collected and can be viewed in real time. Plus, basic cross tab results displayed via three graphic representations.
• Your website measured - up to eight pages within the site.
• 2,000 respondents in 10-day period.
• Benchmarked against the entire universe of syndication partners.
• Overall and individual deliverables.

If there's any downside to what we're internally calling the Sales Site Survey (S3), it's that there's only space for 200 syndication partners. Call this a self-serving communiqué if you'd like, but it's the industry and our clients we're really attempting to serve. The S3 is as responsive to clients' needs as possible - it's our sincere hope this proves to be a powerful new media sales tool - finally - for many.

(extracted from deliverable)