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Our episode guest is Susan Baier, president of Audience Audit. Susan has been a marketing strategist and researcher for more than 30 years and specializes in analyzing audiences.

Five things you’ll learn from this episode:

1. What are the three types of PR agency clients?
2. Why doesn’t hiring an agency based on size or spend guarantee it will meet your needs as a client?
3. When is the best time to initiate the conversation about campaign research?
4. How can research save you money? 
5. Why do assumptions not make you dumb?

Quotables

• “Agency clients are really different, and it doesn’t have anything to do with how big they are or how much money they have.” — @susanbaier
• “I think it’s a fallacy to assume that a big client means more money.” — @susanbaier
• “Everybody thinks they need to have a PhD in statistics to talk about research, and that’s certainly not true, but you do have to have some comfort around it.” — @susanbaier

If you enjoyed the episode, would you please leave us a review?

About Susan Baier

A marketing strategist and researcher for more than 30 years, Susan is an audience specialist. She crafts custom attitudinal segmentation research for agencies and marketers for B2C, B2B, and higher ed organizations including Gap, AT&T, Jayco, Tufts University, and more. 

Contact info and resources:

• Website: audienceaudit.com
• LinkedIn
• Facebook
• Twitter: @susanbaier
• Agency Edge Research 2020

 Additional Resources:

• ReviewMaxer: http://reviewmaxer.com
• Axia Public Relations: https://www.axiapr.com/ 

Presented by: ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

About your host Jason Mudd

On Top of PR host, Jason Mudd, is the CEO and managing partner of Axia Public Relations. He is a trusted adviser and dynamic strategist for some of America’s most admired brands. Since 1994, he's worked with American Airlines, Budweiser, Dave & Buster’s, H&R Block, Hilton, HP, Miller Lite, New York Life, Pizza Hut, Southern Comfort, and Verizon. He founded Axia in 2002.

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Support the show

• On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
• On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.