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