Using Research to Stay in Front of Your Customers

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.

Presenter: Jim Nowakowski, President of Interline Creative Group.

During this course, participants will:

• 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

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.