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Benefit Testing Market Test Your Message for Maximum Effect CASE Annual Assembly San Diego July 12, 2004
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Benefit TestingMarket Test Your Message for Maximum Effect
CASE Annual AssemblySan 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.
The Passionate Pursuit of Perfection
Quality is Job 1
Ford
Don’t copy. Lead
Toshiba
Image communication
M’m! M’m! Good!
Frozen as nutritious as fresh
You’ve Got Questions. We’ve Got Answers
What can Brown do for you?
Why is Benefit Testing Important?
Why Is It Important?
Funds are not unlimited
Why Is It Important?
Funds are not unlimited
You need to break through the clutter
Why Is It Important?
Funds are not unlimited
You need to break through the clutter
It’s all about the brand
Why Is It Important?
Funding
2001 study showed higher education marketing dollars to average 1.6% of education and general budgets
Why Is It Important?
Funding
Of the 1.6%, approximately 45% was spent on publications and 8% was spent on Web sites.
Why Is It Important?
Funding
You must maximize the limited dollars available to accomplish the task.
Why Is It Important?
Breaking through the clutter
How do you know the message will resonate?
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.
Why Is It Important?
It’s all about the brand
Is the message mission-oriented and market driven?
Why Is It Important?
It’s all about the brand
Is the message mission-oriented and market driven?
Is it coherent, distinct and memorable?
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?
Marketing Terminology
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
Market Research Types
Exploratory
Conclusive
Market Research Types
Exploratory
It begins by defining the problem and collecting secondary data bearing on the problem
Market Research Types
Conclusive
Collecting primary data, analyzing data, making recommendations and implementing findings.
Consumer Adoption Process Model
Awareness: learns of the product but lacks information about it
Consumer Adoption Process Model
Awareness: learns of the product but lacks information about itInterest: Potential buyers are stimulated to seek information about the product
Consumer Adoption Process Model
Awareness: learns of the product but lacks information about itInterest: Potential buyers are stimulated to seek information about the productEvaluation: Consideration of whether the likely BENEFITS of the new product justify trial
Consumer Adoption Process Model
Awareness: learns of the product but lacks information about itInterest: Potential buyers are stimulated to seek information about the productEvaluation: Consideration of whether the likely BENEFITS of the new product justify trialTrial: Makes a trial commitment to improver their estimation of the product’s value
Consumer Adoption Process Model
Awareness: learns of the product but lacks information about itInterest: Potential buyers are stimulated to seek information about the productEvaluation: Consideration of whether the likely BENEFITS of the new product justify trialTrial: Makes a trial commitment to improver their estimation of the product’s valueAdoption: Decision to make a full commitment or use the product regularly
What is Benefit Testing?
Benefit Testing
The process of conducting non-exhaustive, sample testing in order to develop an accurate and effective message.
Benefit
Something that promotes or enhances well-being; an advantage.
Benefit
Think in terms of how does the prospective student / donor / alumnus benefit from their interaction with your institution.
How is Benefit Testing Done?
Benefit Testing
ProcessDiscovery
Benefit Testing
ProcessDiscovery
Development
Benefit Testing
ProcessDiscovery
Development
Testing
Benefit Testing
ProcessDiscovery
Development
Testing
Analysis
Benefit Testing
ProcessDiscovery
Development
Testing
Analysis
Application
Benefit Testing
Discovery
Discussion with constituent groups in the campus community in order to develop themes of key strengths and/market differentiators
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.
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
Benefit Testing
Analysis
Review and analyze testing data to determine best-received messaging.
Benefit Testing
Application
Conceptual designs for implementationof derivatives of the chosen statement direction.
How Do You Apply the Results?
How to Apply the Results
Scrub them against the brand
Check for validity. Do they support…
the Brand Personalitythe Brand Attributesthe Brand’s Core Value
How to Apply the Results
Implement the message in the media
ConceptReviewRevisePublish
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.”
Summary
Above all, live the institution’s brand with every piece you produce. We are in an increasingly consumer-oriented society with savvy buyers.
Brainstorm
Because we think harder
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