MAY 2019

MARKET
RESEARCH:
TACTICS OF
THE
PRESENT
DAY
Senior Communication
Capstone Project
Prepared by: Rachael Berthiaume
Worcester State University
Table of Contents
Introduction
History of Marketing

Today's Marketing

Interviews

Results/Conclusion

References
 SENIOR CAPSTONE // MAY 2019

03
INTRODUCTION
For over more than a century marketing has undergone
hundreds of changes. What propelled business growth
50 years ago might not be successful today, because
society is constantly changing.

The 21st century is all about the consumer.

The way to reach people in the present is by being

authentic and building relationships with them.
Knowing your target market inside and out is crucial for
success.

Big businesses are falling behind as small business and

entrepreneurs are adopting to these new marketing
strategies. But what are these new marketing strategies,
how do they work, and which are the best ones?
 SENIOR CAPSTONE // MAY 2019

04
HISTORY OF MARKETING
Production Concept
"Companies with this philosophy today risk focusing their
efforts too narrowly on their own operation losing sight of
producing to meet customer expectation and needs to create
customer value" (Keelson, 2012).
Product Concept
“The product concept compelled companies to ensure
improving product quality and introduce new features to
enhance success and product performance,” (Keelson, 2012).

Selling Concept
Aggressive salesmen and, “focusing primarily on customer
conquest, getting short-term sales with little concern
about who buys or why" (Keelson, 2012).

Marketing Concept
"Starts with a well defined market, focuses on customer
needs, and integrates all the marketing activities that
affect the customer" (Keelson, 2012).
Holistic Concept
“The holistic marketing concept should be viewed as a
summary of what effective and efficient marketing involves
rather than a business philosophy,” (Keelson, 2012).
 SENIOR CAPSTONE // MAY 2019

05
TODAY'S MARKETING
eWOM:
Free marketing; telling friends and family about
products and services that you love in an online
space, anonymous reviews
People trust real customer reviews vs. brand
website
Social Media:
1.8 bil people spent 118 min/day on social media in
2016
Scheduling content: time matters
What you post matters: emotions

The Customer Journey:

Need, research, criteria, consideration, decision
People want experiences
Customer touchpoints: sense, feel, think, act, relate
Understanding every customer interaction and what
it means on the journey

Transformative Marketing:
The next marketing concept: being far ahead of the
competition
will lead to higher efficiency and effectiveness
SENIOR CAPSTONE // MAY 2019

06
TODAY'S MARKETING
Omni-Channel Marketing:
Reach more people in different places with one
message
Deeper marketing campaign
More touch points, more ways to interact with
consumer
Brand awareness

Blogging:
Giving knowledge to other people in a casual way
Can boost credibility for an organization
Platform for distributing information for new
products, commentary, etc
Affiliate marketing, sponsored posts

SEO:
Search Engine Optimization: all organic leads to
your site through search engines
Using strategic keywords so search engines see you
as a leader; higher ranking
 SENIOR CAPSTONE // MAY 2019

07 INTERVIEW:
CHRISTINE OF CRAFT'D COMPANY
Free Items Email Events

Craft'D Company: Launched in 2017 by Christine Healy ,

who has 9 years of experience in event planning and
digital marketing.
Purpose: promote local craft breweries through unique
and targeted strategies
Healy grew Craft' D by using social media, email
newsletters, and free promotional products
Craft' D helps their clients by hosting events, running
social media, and other marketing needs.
The "Beers with the Brewers" event is the main way Craft'
D helps these breweries market to already existing
consumers, and attract new ones.
Events also helps Craft' D get more email captures for
newsletters which creates long-term consumers
County festivals: brings all local breweries together vs.
smaller events
 SENIOR CAPSTONE // MAY 2019

08 Interview:
Kelly of Mass Live
Video Brand Awareness Customer Expectation

Kelly Tetreault is an Account Manager at MassLive Media

in Worcester and has worked within Sales, Marketing,
and Account Management her entire career.
Most important: the purpose of the campaign; varies from
client to client
Communication is key: It is what they want, have to be
on the same page
Video is the next best thing: Google (SEO) loves video
 SENIOR CAPSTONE // MAY 2019

09 INTERVIEW:
John Either of Greater Good
Face to Face Targeting Social Media

Position: Beer and Brand Specialist; runs social media,

media outreach, website, events, has also worked at
Trillium Brewery and at a digital marketing firm
Biggest marketing success: face to face, going to events,
giving out samples.
Target the right demographic for what you want to
accomplish
Gaining brand exposure: target cities around Worcester to
get the name out there
Sales representatives all over MA; brand ambassadors
who are passionate about the brand
Inhouse events get people in the door, attracting new
faces or loyal customers
Email captures: easier to market for future events/
campaigns
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10
RESULTS/CONCLUSION

There is not one, or two, straightforward

answers as to what strategy is the BEST.

There is not one strategy that will solve all

problems, but rather you need to determine
what strategy will fulfill what you want to
accomplish.

Marketing is constantly changing,

therefore, it is important to be
easily adaptive and knowledgeable
of new, changing, and emerging strategies.
 SENIOR CAPSTONE // MAY 2019

13 REFERENCES
Kanuri, K.V., Chen, X., & Sridhar, S. (October 2018). Scheduling Content on Social Media:
Theory, Evidence, and Application. Journal of Marketing. 8 (6). 89-108
https://doi.org/10.1177/0022242918805411

Keelson, S.A. (April 2012). The Evolution of the Marketing Concepts: Theoretically
Different Roads Leading to Practically Same Destination! Online Journal of Social Sciences
Research, 1 (2). pp. 35-41 Retrieved from
https://www.researchgate.net/publication/312985541_The_Evolution_of_the_Marketing_C
oncepts_Theoretically_Different_Roads_Leading_to_Practically_Same_Destination

Kumar, V. (July 2018). Transformative Marketing: The Next 20 Years. Journal of Marketing.
82 (4). 1-12. https://doi.org/10.1509/jm.82.41

Lee, M., & Youn, S. (January 2015). How eWOM Platforms Influence Consumer Product
Judgement. International Journal of Advertising, 28, 473-499
https://doi.org/10.2501/S0265048709200709

Lemon, K. N., & Verhoef, P. C. (November 2016). Understanding Customer Experience

Throughout the Customer Journey. Journal of Marketing. 80 (6). 69-96.
https://doi.org/10.1509/jm.15.0420

Meerman Scott, D. (2017). The New Rules of Marketing and PR: How to Use Social Media,
Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach
Buyers Directly. Wiley Publishing

Payne, L.M., Barger, V. A., & Peltier, W. J. (June 2017). Omni-Channel Marketing,

integrated Marketing Communications and Consumer Engagement. Journal of Research in
Interactive Marketing. 11 (2). 185-197. 10.1108/JRIM-08-2016-0091

Wainwright, C. (August 2017). The History of Marketing: An Exhaustive Timeline

[Infographic]. Retrieved from https://blog.hubspot.com/blog/tabid/6307/bid/31278/the-
history-of-marketing-an-exhaustive-timeline-infographic.aspx