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Evoke Presentation Version 7 051809


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An inexpensive yet powerful way to test creative materials

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Evoke Presentation Version 7 051809

  1. 1. Evoke ™ A new way of deriving insight about the effectiveness of communications May 6, 2009 AOI_1 AOI_2 AOI_3 AOI_4
  2. 2. Marketing materials <ul><li>You create marketing materials of some kind. </li></ul><ul><ul><li>Print ads </li></ul></ul><ul><ul><li>Direct mail </li></ul></ul><ul><ul><li>Websites </li></ul></ul><ul><ul><li>Collateral </li></ul></ul><ul><ul><li>Etc. </li></ul></ul>
  3. 3. Action desired <ul><li>What action did you want from the consumer as a result of those marketing materials? </li></ul>Buy from the website? Try tea brand on next shopping trip? Request quote on health insurance? Visit the mall?
  4. 4. Areas of Interest <ul><li>It would benefit you to know what the consumers who took the action most often looked at before they took the action. </li></ul><ul><ul><li>We call these “Areas of Interest” or AOI’s. </li></ul></ul><ul><ul><li>You tell us how many Areas of Interest you have, and what they are. </li></ul></ul>AOI_1 AOI_2 AOI_3 AOI_4 AOI_5
  5. 5. Know what contributes to sales <ul><li>Evoke gives you a list, in descending order, of the AOI’s that contribute most strongly to the action you wanted consumers to take. </li></ul>AOI_1 AOI_2 AOI_3 AOI_4 AOI_5 1.895 34.7% AOI_4 2.067 41.7% AOI_3 2.458 42.9% AOI_1 3.345 55.3% AOI_5 3.695 68.1% AOI_2 Average viewing time (seconds) Percent of respondents viewing
  6. 6. Test hypotheses about creative material <ul><li>Did it seem that the picture of a woman moved people to take the action you want? </li></ul><ul><ul><li>Picture of the product? </li></ul></ul><ul><ul><li>Prominent price? </li></ul></ul><ul><ul><li>Prominent logo? </li></ul></ul>AOI_1 AOI_2 AOI_3 AOI_4 1.334 32.2% AOI_2 1.765 48.8% AOI_4 2.017 57.6% AOI_3 2.343 62.7% AOI_1 Average viewing time (seconds) Percent of respondents viewing
  7. 7. Reasonable cost <ul><li>Ranges from $5,000 to $25,000, depending on the difficulty of the consumer recruit and the specificity of the learning objective. </li></ul>AOI_1 AOI_2 AOI_3 AOI_4 1.883 44.8% AOI_2 2.750 60.5% AOI_1 3.115 66.7% AOI_3 3.875 71.3% AOI_4 Average viewing time (seconds) Percent of respondents viewing
  8. 8. More elaborate scenarios are possible <ul><li>For example, if your creative material is a retail package, we can mock up an entire grocery store or convenience store to test your hypotheses. </li></ul>AOI_1 AOI_2 AOI_3 AOI_4 AOI_5 AOI_6 AOI_7 1.004 32.8% AOI_7 1.113 34.5% AOI_6 1.450 66.3% AOI_5 1.752 70.8% AOI_2 2.164 74.5% AOI_4 2.889 81.7% AOI_1 3.154 88.3% AOI_3 Average viewing time (seconds) Percent of respondents viewing