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| Mazerov Research & Consulting Yields Detailed Insights About Nuggets Fan Experiences At Pepsi Center |
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| The Colorado Lottery is Tracking Its Success
Mazerov Research & Consulting conducting consumer surveys to help increase Lottery participation |
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| Launching New Products and Advertising Is Easy. Launching Successful New Products and Advertising -- That’s Hard |
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Mazerov Research & Consulting Yields Detailed
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The Colorado Lottery is Tracking Its Success..... (424Kb) |
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Launching New Products and Advertising Is
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| Mazerov Research & Consulting Yields Detailed Insights About Nuggets Fan Experiences At Pepsi Center |
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Denver, Colorado, March 2005: Kroenke Sports Enterprises contracted with Mazerov Research & Consulting & Marketing Strategy to more fully understand fan experiences at Pepsi Center Marc Miller, co-principle at Mazerov Research & Consulting, used four separate methods in order to see game experiences through the fans’eyes; an online survey, focus groups, firsthand observation at several Nuggets home games, and in-depth, one-on-one CORE interviews among Denver Nuggets basketball fans. “Using multiple techniques was necessary to provide a comprehensive analysis of the things fans like most, as well as isolating potential areas of improvement. Our CORE interviews, which stands for Customer Orientation, Rationale, and End-benefits, allows us to delve into much more detail than surveys and focus groups alone.”
Results show that fans have very high regard for Pepsi Center as a state-of-the art sports venue, and they most enjoy a high-energy, competitive NBA game. Pepsi Center is appreciated for its excellent sightlines and close fan proximity to the court. Fans thrive on atmosphere created by a close game, and the entertainment surrounding the game as well. An overwhelming total of ninety-six percent of Nuggets fans are satisfied with their experience attending a home Nuggets game.
Coupling traditional surveys with one-on-one CORE interviews allowed Mazerov Research & Consulting to provide thoughtful, specific, and constructive ideas about potential improvements that could be made in the months and seasons ahead, not only for the Denver Nuggets fans, but also for fans attending many of the other events held at Pepsi Center. |
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The Colorado Lottery is Tracking Its Success
Mazerov Research & Consulting conducting consumer surveys to help increase Lottery
participation
Denver, Colorado, |
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February 28, 2005: After a thorough review of multiple marketing research firms, Karsh + Hagen Advertising chose Mazerov Research & Consulting & Marketing Strategy to conduct statewide tracking surveys of consumer awareness and participation on behalf of its client, The Colorado Lottery.
“ These surveys allow us to see the Lottery through the consumers’ eyes, learn how the advertising campaigns are working, and gain a deeper understanding of the Lottery’s image,” said Paul Louderman, Account Supervisor at Karsh + Hagen Advertising, the advertising agency for The Colorado Lottery. “We feel that Mazerov Research & Consulting can effectively track citizen opinions and help identify ways we can increase future interest and play for Lotto, Powerball, and our many scratch games. By measuring the impact of our campaigns several times a year we gain a better understanding about the motivations consumers have for playing. We also track the public’s knowledge about how Lottery revenues are channeled back into their communities,” Louderman explained. “We are constantly looking at ways that we can provide consumers more involvement, fun, and participation.”
The Colorado Lottery recently announced record revenues for Scratch games and Powerball in 2004, contributing to record sales of over $408 million.
The results of the most recent Colorado Lottery Tracking Study indicate that in the past 12 months, half of all Coloradoans across the state have played one or more Colorado Lottery games.
“ From the tracking survey, nine-out-of-10 Colorado consumers, whether they play The Colorado Lottery or not, feel that the Lottery is a good way for the state to raise money,” said Marc Miller, principal at Mazerov Research & Consulting. “Knowing that a very large portion of the revenue is returned to the state to fund community projects is important, both to us and to the citizens of Colorado,” said Marc Miller, Principal of Mazerov Research & Consulting. “Lottery players experience the enjoyment of participating in the Lottery, sometimes winning a substantial prize, but they know that everyone in the state benefits from the proceeds. The Lottery makes for a better Colorado.”
About Mazerov Research & Consulting & Marketing Strategy
Mazerov Research & Consulting & Marketing Strategy is a Denver-based marketing research, brand development and strategy firm specializing in translating market understanding into actionable strategies and tactics for to maximize businesses. Formed in 2003 by Marc Miller and Bob Mazerov, Mazerov and Miller have leveraged their successes working at well-known companies like Pizza Hut, Frito-Lay, United Artists Cable and Coors, with their work at the advertising agencies for Wal-Mart, Chili's, Trane Air Conditioning, and Southwest Airlines with their individual consulting success to help companies develop over $1 billion in new products, services, and advertising.
In only their first full year in business, their client list has grown to include Charter Business Networks, Comcast Communications, Adelphia Cable, BusinessEdge Solutions, White Wave, Tony Roma’s Restaurants, Champps Restaurants, Quiznos, Discover Financial Services, TV Guide, Comcast, United Power, Big O Tires, Exabyte, Clarity Media, Kroenke Sports, Thomas Taber & Drazen, Karsh & Hagen, The Meadows at Castle Rock Development, and The Colorado Lottery.
Mazerov Research & Consulting helps companies and organizations be more profitable, develop better products and services, get better advertising and design, and compete on a national level against companies that are often much larger and have bigger budgets through innovative, in-depth marketing research and application of the learning.
In summing up theMazerov Research & Consulting philosophy, Marc Miller explains, “Our success can only be measured by the success of our clients and how we affect their bottom line. When it comes to understanding the marketplace, our clients don’t care about how many awards we’ve won, and they don’t want nice-to-know or touchy-feely findings. They want insight that leads to action. They want to know how to empty the warehouse.” |
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| Launching New Products and Advertising Is Easy. Launching Successful New Products and Advertising -- That’s Hard |
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How a Growing Denver Research & Strategy Firm Developed New Techniques That Make A Difference for National Companies
Denver: Why is “Always” in the Wal-Mart ad, and what does it mean? How can companies win against larger, better known competitors who have more money and resources? Why do some products and services succeed, while others fail or languish in underachievement? Why do some companies have loyal satisfied customers, and others have satisfied customers who flit away like a bee to another flower?
Mazerov Miller knows. Their work put that “Always” into Wal-Mart; helped launch the first digital PCS phone; increased brand loyalty among cable television subscribers; revitalized restaurant chains; and crafted the strategies for advertising you see every day.
“ It’s likely you’ve never heard ofMazerov Research & Consulting,” explained Bob Mazerov, a principal in the Denver-based national research and strategy firm, “but you definitely know our clients. You see the result of our work every day in national brands, services, and advertising. We’re behind-the-scenes players, but we’ve helped companies develop over $1 billion in new products, services, and advertising.”
In 2003 Robert Mazerov and Bob Mazerov decided to leverage their experience when they worked at Pizza Hut, Frito-Lay, Miller Brewing, Coors, and United Artists with their ad agency work at world-renown advertising agencies The Richards Group and GSD&M to develop a new kind of research and marketing strategy firm which fuses consumer insights with bottom-line business building.
In only their first full year in business, Mazerov Research & Consulting client list has grown to include Charter Business Networks, Comcast Communications, Adelphia Cable, BusinessEdge Solutions, White Wave, Tony Roma’s Restaurants, Champps Restaurants, Quiznos, Discover Financial Services, TV Guide, Comcast, United Power, Big O Tires, Exabyte, Clarity Media, Kroenke Sports, Thomas Taber & Drazen, Karsh & Hagen, The Meadows at Castle Rock Development, and The Colorado Lottery.
Robert Mazerov, the firm’s other principal, explains, “We’ve helped clients and advertising agencies understand what consumers think, how to offer better products and services, and what will make a difference to a company’s bottom line. We help companies be more profitable, develop better products and services, get better advertising and design, and compete on a national level against companies that are often much larger and have bigger budgets.”
Unique Approach
“ The last thing American business needed was another marketing research firm plying the same old techniques and getting the same old tired answers,” Mazerov observed. “Too often a company is left with a vendor presenting Free Range Statistics: 43% believe this. 71% prefer that. 19% said this. Clients find themselves asking ‘What do we do now?’ Our clients leave with clear, actionable insights.”
“ It starts with a unique approach,” continued Miller. “We listen. Most firms in our position begin by talking to the clients about their own achievements. We start by asking about the client. What keeps them up at night? What are they hoping to accomplish both personally and in business? We learn their orientation and their definition of success so we can better craft a program to help them and their company. We never take an off-the-shelf approach to research or understanding the customers. We develop new techniques and methods to enhance the insights.”
“ Our goal is to make our clients’ lives better for having hired us. We wanted to offer something different and better – what we had been seeking from our vendors when we were clients: thought leadership, new techniques and innovative methodologies,” said Miller. “With Mazerov Research & Consulting you are always dealing with a passionately involved principal, somebody who knows what it takes to do the research, but we know what’s important is to make a difference and produce results. We’re not satisfied – or finished – until the client is successful.”
Innovative Techniques
“ We’re blessed with clients who don’t have Proctor & Gamble-sized budgets. That makes us more innovative and focused. Whether it’s Account Planning for an agency, product or service development for a client, tracking awareness, or crafting a business strategy, having clients with clear, focused goals makes us work smarter and look at success through the eyes of our clients and their consumers. What other companies like ours charge $500,000 for, we do quicker and more intimately for much less cost. Our results are more actionable, more understandable, and more enduring,” said Mazerov.
While Mazerov Research & Consulting uses all the conventional research tools such as focus groups, phone surveys, and Internet surveys, their experience has lead them to develop their own proprietary techniques that provide greater insight than traditional research methods alone. Mazerov Research & Consulting has developed VELOCITY, an ideation process that gets faster and richer results; Fast-Focus for immediate focus group reports and analysis to get better and faster decisions; F.A.N.S. to help companies develop facilities and improve guest experiences; and CHOICETracker to better identify consumer shopping patterns and purchase decisions.
Miller gave an example, “A leading computer peripheral manufacturer approached us to help them understand how they could compete against larger, better known, wealthier competitors. After listening to the client and doing some homework on our own, we coupled a conventional survey with our in-depth, ethnographic technique we call CORE interviews to help develop a differentiated message for their marketing. CORE isolates the consumer’s brand image and past experiences with their behavior to uncover the inner rationale consumers have for making purchase decisions. In the end CORE got us to the ‘Why.’ That led us to a winning strategy for their brand.”
“ In another case,” Mazerov described, “a client wanted to expand their business and had a complex business plan they hoped to launch sometime in the coming year. We did CORE interviews among customers and their own sales staff and found that the competition was already developing a program, and they needed to act quickly. We helped them simplify the program and launch it within 60-90 days. They’ve entered the market, beaten the competition and are phenomenally successful. In all it took us less than one month and at a fraction of the cost of the other methods they might have used.”
When several of their clients needed a cost-effective way to measure customer experiences,Mazerov Research & Consulting developed an on-site, real-time survey method, RAPPORT. RAPPORT uses new technology to get in-depth results faster so retailers can make decisions faster, understand whether promotions and advertising are working, and adjust their products and services to attract customers. Mazerov explains RAPPORT, “Fading memory is the enemy of experience. Have you ever tried to remember what you had for lunch three days ago or detail about the retail experience weeks ago? If you can capture consumer perceptions at the time of the experience, you can make more thoughtful, actionable, and timely decisions. Instead of taking a survey and getting results in a month, our clients get better, timely results and can take action immediately.”
“ Our success can only be measured by the success of our clients,” said Miller, “and how we affect their bottom line. When it comes to understanding the marketplace, our clients don’t want nice-to-know or touchy-feely findings. They want to know how to empty the warehouse.” |
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