Project

COLORADO STATE UNIVERSITY Performance Marketing Qualitative Research

COMPLETED

July, 2022

Team

LaRae Richards

Fruition is an award-winning, full-service digital agency located in Denver, Colorado. The organization is interested in learning more about how its key target market understands performance marketing as well as what their experience and future plans with performance marketing. Understanding how prospective clients think and approach performance marketing will help Fruition better attract new business and support its existing clients in the future.

Objectives

A list of prospective clients provided by Fruition’s sales team will be invited to participate in a bulletin board discussion via a private Linkedin group. All 10 questions will be published to the bulletin board simultaneously. The bulletin board will be open 7 days to allow for asynchronous participation. Participants will be asked to answer all published questions posed by the moderator as well as asked to comment on the response of at least one other respondent throughout the week. Participants will be given a free cup of coffee in the form of a $5 Starbucks gift card in return for their participation.

Methodology

Indicated Actions & Recommendations

Offer New Channels

Prospective clients have a desire to explore channels outside Facebook and Google Search ads and Fruition ' s team needs to ensure they ' re ready to meet these needs

Educating Clients

Fruition needs to be proactive in educating prospective clients on performance marketing and the impacts of increasing data regulations.

Start-to-Finish Support

To better attract prospective clients, Fruition should put at the forefront of their messaging that Fruition offers start-to-finish support including strategy design, creative services, and advanced reporting.

Strong Attribution

To ensure prospective and current clients find value in performance marketing, Fruition needs to ensure all campaigns can be attributed back to real sales and prove a positive ROAS.