Benefit Testing CASE2004
Download as PPT, PDF1 like372 views
The document discusses the importance and methodology of benefit testing in marketing, particularly within the education sector, emphasizing the need to maximize limited resources for effective messaging. It outlines the stages of consumer adoption and benefit testing processes, including discovery, development, and application of findings to enhance brand messaging. The document also highlights the necessity of aligning marketing efforts with brand attributes and core values to resonate with the target audience.
Benefit Testing CASE2004
- 1. Benefit Testing Market Test Your Message for Maximum Effect CASE Annual Assembly San Diego July 12, 2004
- 2. Introduction
- 3. Agenda Why is it important? Marketing terminology baseline setting What is benefit testing? How is it done? How do you apply the results?
- 6. The Passionate Pursuit of Perfection
- 8. Quality is Job 1
- 9. Ford
- 10. Don’t copy. Lead
- 11. Toshiba
- 14. M’m! M’m! Good!
- 16. Frozen as nutritious as fresh
- 18. You’ve Got Questions. We’ve Got Answers
- 20. What can Brown do for you?
- 22. Why is Benefit Testing Important?
- 23. Why Is It Important? Funds are not unlimited
- 24. Why Is It Important? Funds are not unlimited You need to break through the clutter
- 25. Why Is It Important? Funds are not unlimited You need to break through the clutter It’s all about the brand
- 26. Why Is It Important? Funding 2001 study showed higher education marketing dollars to average 1.6% of education and general budgets
- 27. Why Is It Important? Funding Of the 1.6%, approximately 45% was spent on publications and 8% was spent on Web sites.
- 28. Why Is It Important? Funding You must maximize the limited dollars available to accomplish the task.
- 29. Why Is It Important? Breaking through the clutter How do you know the message will resonate?
- 30. Why Is It Important? Breaking through the clutter How do you know the message will resonate? Sounding good on campus doesn’t always mean it works in the marketplace.
- 31. Why Is It Important? It’s all about the brand Is the message mission-oriented and market driven?
- 32. Why Is It Important? It’s all about the brand Is the message mission-oriented and market driven? Is it coherent, distinct and memorable?
- 33. Why Is It Important? It’s all about the brand Is the message mission-oriented and market driven? Is it coherent, distinct and memorable? Is it a platform-builder?
- 35. Benefit testing is a component of market research. “ Marketing research is the collection, recording, analysis, and distribution of data and information about marketing problems and opportunities.” Richard Sandhusen Barrons
- 36. Market Research Types Exploratory Conclusive
- 37. Market Research Types Exploratory It begins by defining the problem and collecting secondary data bearing on the problem
- 38. Market Research Types Conclusive Collecting primary data, analyzing data, making recommendations and implementing findings.
- 39. Consumer Adoption Process Model Awareness : learns of the product but lacks information about it
- 40. Consumer Adoption Process Model Awareness : learns of the product but lacks information about it Interest : Potential buyers are stimulated to seek information about the product
- 41. Consumer Adoption Process Model Awareness : learns of the product but lacks information about it Interest : Potential buyers are stimulated to seek information about the product Evaluation : Consideration of whether the likely BENEFITS of the new product justify trial
- 42. Consumer Adoption Process Model Awareness : learns of the product but lacks information about it Interest : Potential buyers are stimulated to seek information about the product Evaluation : Consideration of whether the likely BENEFITS of the new product justify trial Trial : Makes a trial commitment to improver their estimation of the product’s value
- 43. Consumer Adoption Process Model Awareness : learns of the product but lacks information about it Interest : Potential buyers are stimulated to seek information about the product Evaluation : Consideration of whether the likely BENEFITS of the new product justify trial Trial : Makes a trial commitment to improver their estimation of the product’s value Adoption : Decision to make a full commitment or use the product regularly
- 44. What is Benefit Testing?
- 45. Benefit Testing The process of conducting non-exhaustive, sample testing in order to develop an accurate and effective message.
- 46. Benefit Something that promotes or enhances well-being; an advantage.
- 47. Benefit Think in terms of how does the prospective student / donor / alumnus benefit from their interaction with your institution.
- 48. How is Benefit Testing Done?
- 49. Benefit Testing Process Discovery
- 50. Benefit Testing Process Discovery Development
- 51. Benefit Testing Process Discovery Development Testing
- 52. Benefit Testing Process Discovery Development Testing Analysis
- 53. Benefit Testing Process Discovery Development Testing Analysis Application
- 54. Benefit Testing Discovery Discussion with constituent groups in the campus community in order to develop themes of key strengths and/market differentiators
- 55. Benefit Testing Development Through analysis of discovery data, creation of benefit statements and supporting images with suggest benefits that the target market should reasonably expect to receive through interaction with the institution.
- 56. Benefit Testing Testing Methodologies can include F2F, focus group, or web-based. Web-based can provide the widest range of response and the most cost effective large sample. Correlation of sequential rankings & top 5
- 57. Benefit Testing Analysis Review and analyze testing data to determine best-received messaging.
- 58. Benefit Testing Application Conceptual designs for implementation of derivatives of the chosen statement direction.
- 59. How Do You Apply the Results?
- 60. How to Apply the Results Scrub them against the brand Check for validity. Do they support… the Brand Personality the Brand Attributes the Brand’s Core Value
- 61. How to Apply the Results Implement the message in the media Concept Review Revise Publish
- 62. How to Apply the Results Don’t be afraid to test the concept Rank alternatives rather than ask for feedback “ Everyone wants to wear the beret.”
- 63. Summary Above all, live the institution’s brand with every piece you produce. We are in an increasingly consumer-oriented society with savvy buyers.
- 64. Brainstorm Because we think harder