Benefit Testing Market Test Your Message for Maximum Effect CASE Annual Assembly San Diego July 12, 2004
Introduction
Agenda <ul><li>Why is it important? </li></ul><ul><li>Marketing terminology baseline setting </li></ul><ul><li>What is ben...
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? <ul><li>Funds are  not  unlimited </li></ul>
Why Is It Important? <ul><li>Funds are  not  unlimited </li></ul><ul><li>You need to break through the clutter </li></ul>
Why Is It Important? <ul><li>Funds are  not  unlimited </li></ul><ul><li>You need to break through the clutter </li></ul><...
Why Is It Important? <ul><li>Funding </li></ul><ul><li>2001 study showed higher education marketing dollars to average 1.6...
Why Is It Important? <ul><li>Funding </li></ul><ul><li>Of the 1.6%, approximately 45% was spent on publications and 8% was...
Why Is It Important? <ul><li>Funding </li></ul><ul><li>You must maximize the limited dollars available to accomplish the t...
Why Is It Important? <ul><li>Breaking through the clutter </li></ul><ul><li>How do you know the message will resonate? </l...
Why Is It Important? <ul><li>Breaking through the clutter </li></ul><ul><li>How do you know the message will resonate? </l...
Why Is It Important? <ul><li>It’s all about the brand </li></ul><ul><li>Is the message mission-oriented  and  market drive...
Why Is It Important? <ul><li>It’s all about the brand </li></ul><ul><li>Is the message mission-oriented  and  market drive...
Why Is It Important? <ul><li>It’s all about the brand </li></ul><ul><li>Is the message mission-oriented  and  market drive...
Marketing Terminology
<ul><li>Benefit testing is a component of market research. </li></ul><ul><li>“ Marketing research is the collection, recor...
Market Research Types <ul><li>Exploratory </li></ul><ul><li>Conclusive </li></ul>
Market Research Types <ul><li>Exploratory </li></ul><ul><li>It begins by defining the problem and collecting secondary dat...
Market Research Types <ul><li>Conclusive </li></ul><ul><li>Collecting primary data, analyzing data, making recommendations...
Consumer Adoption Process Model <ul><li>Awareness : learns of the product but lacks information about it </li></ul>
Consumer Adoption Process Model <ul><li>Awareness : learns of the product but lacks information about it </li></ul><ul><li...
Consumer Adoption Process Model <ul><li>Awareness : learns of the product but lacks information about it </li></ul><ul><li...
Consumer Adoption Process Model <ul><li>Awareness : learns of the product but lacks information about it </li></ul><ul><li...
Consumer Adoption Process Model <ul><li>Awareness : learns of the product but lacks information about it </li></ul><ul><li...
What is Benefit Testing?
Benefit Testing <ul><li>The process of conducting non-exhaustive, sample testing in order to develop an accurate and effec...
Benefit <ul><li>Something that promotes or enhances well-being; an advantage. </li></ul>
Benefit <ul><li>Think in terms of how does the prospective student / donor / alumnus benefit from their interaction with y...
How is Benefit Testing Done?
Benefit Testing <ul><li>Process </li></ul><ul><li>Discovery </li></ul><ul><li>  </li></ul><ul><li>  </li></ul><ul><li>  </...
Benefit Testing <ul><li>Process </li></ul><ul><li>Discovery </li></ul><ul><li>Development </li></ul><ul><li>  </li></ul><u...
Benefit Testing <ul><li>Process </li></ul><ul><li>Discovery </li></ul><ul><li>Development </li></ul><ul><li>Testing </li><...
Benefit Testing <ul><li>Process </li></ul><ul><li>Discovery </li></ul><ul><li>Development </li></ul><ul><li>Testing </li><...
Benefit Testing <ul><li>Process </li></ul><ul><li>Discovery </li></ul><ul><li>Development </li></ul><ul><li>Testing </li><...
Benefit Testing <ul><li>Discovery </li></ul><ul><li>Discussion with constituent groups in the campus community in order to...
Benefit Testing <ul><li>Development </li></ul><ul><li>Through analysis of discovery data, creation of benefit statements a...
Benefit Testing <ul><li>Testing </li></ul><ul><li>Methodologies can include F2F, focus group, or web-based. Web-based can ...
Benefit Testing <ul><li>Analysis </li></ul><ul><li>Review and analyze testing data to determine best-received messaging. <...
Benefit Testing <ul><li>Application </li></ul><ul><li>Conceptual designs for implementation </li></ul><ul><li>of derivativ...
How Do You Apply the Results?
  How to Apply the Results <ul><li>Scrub them against the brand </li></ul><ul><li>Check for validity. Do they support… </l...
  How to Apply the Results <ul><li>Implement the message in the media </li></ul><ul><ul><li>Concept </li></ul></ul><ul><ul...
  How to Apply the Results <ul><li>Don’t be afraid to test the concept </li></ul><ul><li>Rank alternatives rather than ask...
Summary <ul><li>Above all, live the institution’s brand with every piece you produce. We are in an increasingly consumer-o...
Brainstorm Because we think harder
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Benefit Testing CASE2004

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CASE (Council on the Advancement and Support of Education) 2004 National Conference in San Diego. Breakout Session. July 2004.

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Benefit Testing CASE2004

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