About the Video
This video was shot at ScribeMedia in advance of Re:Think 2007 — The 53rd Annual ARF Convention.
Upcoming Events
Please visit the ARF Web site to learn about upcoming events.
ARF Library
Steven Cody from Peppercom, Debra Pruent from GfK Custom Research and Joe Plummer from the Advertising Research Foundation stopped by our WebTV studio in advance of the Advertising Research Foundation Annual conference to talk about rethinking the business of market and advertising research – about being customer centric; having a long-term focus without a “finish line”, embracing innovation and new techniques but with a focus on detail and quality, etc.
They started the conversation with a case study on Toyota. Toyota is always on the leading edge when it comes to using market research techniques. They are tenacious about using the data, using the research to guide their decisions and the creation of their product portfolio in a way that is more disciplined than other auto companies. They are the first to see the white space in the market and then to develop product and marketing to fill that void. As an example, the Rav 4 was the first to create a market for small car-based sport utility vehicles.
Toyota launched the Camry at a time when your choices were either tiny car or living room on wheels. The Camry was in the middle and provided good fuel efficiency. Nobody was operating in that space. For Toyota, it starts with understanding the consumer. With the Rav 4, consumers were looking for the image of the Jeep, but didn’t want the size or couldn’t afford it. Toyota looks at the market and asks what is missing. Detriot looks at the market and asks what is. They then try to outmuscle the competition. Toyota tries new things, looks for what is missing in the market and asks what is possible. Toyota looks out five or ten years ahead. In contrast, American management focuses on this quarter.
What do American marketers have to do to rethink their strategy based on Toyota’s success? We raise the questions in this Advertising focused WebTV show. For the answers…you’ll have to wait until the Advertising Research Foundation annual conference in NYC.
re:Think — The 53rd Annual ARF Convention & Expo
The future isn’t out there, it’s right here. And, we’re in it — up to our digitized, micro-processed, media-saturated ears — so now what do we do? Re:think or get left behind.
This Conference will give you the drilled-way-down, new knowledge you need to make strategically sound business decisions. Seize the new knowledge and new confidence you need at the 53rd Annual ARF Convention & Expo, April 16–18, 2007.
Companies and marketers that transition quickly stand to reap both economic and brand advantages. Substance will trump hype at Re:think 2007. Rule-changing companies with real world experience in automotive, media, interactive and a host of other categories and disciplines tell us how to do it – what to change, what to keep and how to innovate.
Right now, the content-packed Re:think 2007 program is under construction. We’re hard at work building, synthesizing and aggregating a dynamic core of indispensable knowledge that will reduce uncertainty and spur marketing effectiveness to guide you in this rapid-fire world of change.
Re:think 2007 will bring all the leading-edge players together – top-tier advertisers, agencies, media, research and interactive shops – all under one big roof – for a brain-expanding, insight-driven experience where validated, strategic knowledge is prized, not the trendiest sound byte.
Last year, 2,000+ gathered for the ARF Annual Re:think, and this year we’re expecting even more. Our program will brim with vital general sessions, multi-track breakout sessions, laser sharp learning forums, an Expo of 100 global innovators, and don’t forget, this is the mecca for high-level, high-profile, cross-platform industry networking too.
Sign up early for what is shaping up to be The Must-Attend conference of the year. New knowledge is power, and you’ll get it at the 2007 ARF Annual Re:think
