The document discusses the importance and methodology of benefit testing in marketing, particularly within the education sector, emphasizing the need to maximize limited resources for effective messaging. It outlines the stages of consumer adoption and benefit testing processes, including discovery, development, and application of findings to enhance brand messaging. The document also highlights the necessity of aligning marketing efforts with brand attributes and core values to resonate with the target audience.

1. Benefit Testing Market 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.

6. The Passionate Pursuit of Perfection

8. Quality is Job 1

9. Ford

10. Don’t copy. Lead

11. Toshiba

12. Image communication

14. M’m! M’m! Good!

16. Frozen as nutritious as fresh

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

20. What can Brown do for you?

22. Why is Benefit Testing Important?

23. Why Is It Important? Funds are not unlimited

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

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

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

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

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

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

30. 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.

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

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

33. 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?

34. Marketing Terminology

35. 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

36. Market Research Types Exploratory Conclusive

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

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

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

40. 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

41. 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

42. 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

43. 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

44. What is Benefit Testing?

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

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

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

48. How is Benefit Testing Done?

49. Benefit Testing Process Discovery

50. Benefit Testing Process Discovery Development

51. Benefit Testing Process Discovery Development Testing

52. Benefit Testing Process Discovery Development Testing Analysis

53. Benefit Testing Process Discovery Development Testing Analysis Application

54. Benefit Testing Discovery Discussion with constituent groups in the campus community in order to develop themes of key strengths and/market differentiators

55. 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.

56. 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

57. Benefit Testing Analysis Review and analyze testing data to determine best-received messaging.

58. Benefit Testing Application Conceptual designs for implementation of derivatives of the chosen statement direction.

59. How Do You Apply the Results?

60. How to Apply the Results Scrub them against the brand Check for validity. Do they support… the Brand Personality the Brand Attributes the Brand’s Core Value

61. How to Apply the Results Implement the message in the media Concept Review Revise Publish

62. 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.”

63. Summary Above all, live the institution’s brand with every piece you produce. We are in an increasingly consumer-oriented society with savvy buyers.

64. Brainstorm Because we think harder