Using Research to Stay in Front of Your Customers


AIA continuing education
IDCEC continuing education
NKBA continuing education


The program will discuss how architects, designers and other professionals can get a better understanding of the market today by conducting targeted research. Attendees will discover how research, in ANY business landscape, can provide customer insights and help formulate marketing strategies to create, protect and renew their brands.

Learning Objectives: During this course:

  • Review business and research basics
  • Learn how research provides insight about your customers and prospects
  • Examination of RFM (recency, frequency, monetary) principles (which haven’t change regardless of the virus or not)
  • Evaluation of research findings, value added before going to market

How Taught: The CES facilitator utilizes a PowerPoint presentation to provide an in-depth overview for how to differentiate your services. It will be an interactive session that encourages feedback and questions. The program ends with real solutions to effectively put strategies into place.

Facilitator Qualifications: Interline facilitator(s) have been trained on CES guidelines and presentation skills. In addition, they receive in-depth training in the field. They are our industry experts.

Instructor Bio:Jim Nowakowski has been involved in marketing and marketing communications for over 20 years. Prior to working at Interline, he served in a variety of positions in ad/PR agencies, including Creative Director, Account Supervisor and Copywriter. He also worked as a reporter for newspapers and taught English for a number of years before entering the advertising profession. His current work for both advertisers and publishers in advertising focuses on understanding communications and purchasing patterns in business-to-business. Besides industrial publications, he has worked for publishers in building construction, automotive and healthcare markets, including developing marketing communications programs, conducting in-depth market research and building customer inquiry database systems. Jim has an M.A. from DePaul University, Chicago, and a B.A. from Lewis University, Lockport, Illinois.

Costs: There is no cost for this webinar.