The CRISP Principle Study
As an expert and guest instructor for small business marketing classes, Sherré often hears the same questions from owners: “How do I market my small business?” “Where is my money best spent?” “Why hasn’t what I have been doing worked?” “Where do I begin?”
After about 10 years in business, her marketing services division adopted and perfected an approach that realized great success for their clients. The problem was, it was just the firm's approach. Sherré became more and more convinced that the marketing industry needed to do a better job at providing businesses with concrete initiatives that could be measured and confirmed.
Sherré believes businesses need to view marketing as an integral part of operations, not as a separate function. Dating back about 18 years ago, Sherré looked within her client base first, and then looked outside of her client base throughout the Southeast to arrive at how well the companies were doing from a marketing standpoint. She specifically looked at companies that were successful and, for the most part, doing their own marketing.
By late 2002, Sherré sent out a 6-page survey she had spent 18 months developing and testing. Yes, that's right, six pages. Everyone thought she was crazy to think that small business owners would take time to complete the survey. With an unprecedented 27% return rate (the industry average is around 2-5%), Sherré was able to set aside and compare quantitatively what worked for double- and triple-digit growth companies that negative-growth or stagnant growth companies were not doing. What was the secret to such a high return rate? The company promised to share the results FIRST with those who participated. Clearly, a lot of company owners wanted to know how to operate and market better!
In 2004, Sherré released the survey findings and was delighted to validate her marketing approach, now known as The CRISP Principle. Out of the research Sherré conducted, an astounding correlation was found between a company’s growth and the number of CRISP Principles employed.
Fast forward to the Great Recession, and Sherré took her study national with the same powerful results. And that is when she knew that 50 Marketing $ecrets of Growth Companies in Down Economic Times has to be written and released pronto!
CRISP PRINCIPLE: FORMULAS FOR SUCCESS that are shared in the book include:
Find out what these formulas could mean for your business by ordering the book!