Roadblock: The Product Line ManagerBy Baselinemag | Posted 2003-03-01 Print
Research is vital to the blend of artistry, social expression and marketing required for a successful greeting card. But is the product line manager going to sign off on the results?
Ensure security, confidentiality Build a highly secure, password-controlled site. Then require participants to sign agreements not to share or redistribute concepts.
Go to the top Get high-ranking executives involved. The marketers at Hallmark went directly to Chief Executive Officer Donald Hall and explained the benefits of interactive research. Now Hall frequently gets on the bulletin board himself to ask questions of the nearly 800 individuals who regularly participate in the online discussions.
Pay attention to information overload Make sure you pass on insights to those high-ranking executives and affected managers. Don't just send data. Make the research clear; explain how it will affect the introduction or withdrawal of a product line, for instance.
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