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Benefit Testing Market Test Your Message for Maximum Effect

Benefit Testing Market Test Your Message for Maximum Effect. CASE Annual Assembly San Diego July 12, 2004. Introduction. Agenda. Why is it important? Marketing terminology baseline setting What is benefit testing? How is it done? How do you apply the results?. Break through.

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Benefit Testing Market Test Your Message for Maximum Effect

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  1. Benefit TestingMarket 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?

  4. Break through.

  5. The Passionate Pursuit of Perfection

  6. Quality is Job 1

  7. Ford

  8. Don’t copy. Lead

  9. Toshiba

  10. Image communication

  11. M’m! M’m! Good!

  12. Frozen as nutritious as fresh

  13. You’ve Got Questions. We’ve Got Answers

  14. What can Brown do for you?

  15. Why is Benefit Testing Important?

  16. Why Is It Important? Funds are not unlimited

  17. Why Is It Important? Funds are not unlimited You need to break through the clutter

  18. Why Is It Important? Funds are not unlimited You need to break through the clutter It’s all about the brand

  19. Why Is It Important? Funding 2001 study showed higher education marketing dollars to average 1.6% of education and general budgets

  20. Why Is It Important? Funding Of the 1.6%, approximately 45% was spent on publications and 8% was spent on Web sites.

  21. Why Is It Important? Funding You must maximize the limited dollars available to accomplish the task.

  22. Why Is It Important? Breaking through the clutter How do you know the message will resonate?

  23. 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.

  24. Why Is It Important? It’s all about the brand Is the message mission-oriented and market driven?

  25. Why Is It Important? It’s all about the brand Is the message mission-oriented and market driven? Is it coherent, distinct and memorable?

  26. 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?

  27. Marketing Terminology

  28. 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

  29. Market Research Types Exploratory Conclusive

  30. Market Research Types Exploratory It begins by defining the problem and collecting secondary data bearing on the problem

  31. Market Research Types Conclusive Collecting primary data, analyzing data, making recommendations and implementing findings.

  32. Consumer Adoption Process Model Awareness: learns of the product but lacks information about it

  33. 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

  34. 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

  35. 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

  36. 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

  37. What is Benefit Testing?

  38. Benefit Testing The process of conducting non-exhaustive, sample testing in order to develop an accurate and effective message.

  39. Benefit Something that promotes or enhances well-being; an advantage.

  40. Benefit Think in terms of how does the prospective student / donor / alumnus benefit from their interaction with your institution.

  41. How is Benefit Testing Done?

  42. Benefit Testing Process Discovery

  43. Benefit Testing Process Discovery Development

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