Quick win 5: In becoming customer obsessed
72% of advertising professionals and 85% of product managers think concept testing is critical to success BUT less than half of them that were polled actually do it. So what are you waiting for?! Just do it and you are already ahead of the competition in truly listening to which creative/website/campaign/brand really connects with your consumer.
BRANDING BEFORE BREAKFAST EP 46 Quick win 5: In becoming customer obsessed
Hi, today I would like to talk to you about my fifth quick win in becoming customer obsessed. And that is concept testing. We’ve all been there when we’ve been looking at a new website, a new logo, maybe it’s packaging or campaign ideas and it generally boils down to two directions. And it’s at this point you think, I wish I knew which would most connect with my consumer. So just test it. SurveyMonkey did a poll where 72% of advertising professionals and 85% of product managers said that testing concepts was essential to having a successful outcome.Yet less than 50% of the people that were polled actually do it. So herein lies your quick win. Just do it. Your competitors aren’t, and here is where you can make a difference.There are free templates available online, infact SurveyMonkey has one. It lists all the questions that you need to ask and you just have to put your artwork into it.You can send it out to your EDM database and you can also purchase database lists of your potential consumers.You want at least about 200 people and you can let these companies know demographics, age range, those sorts of things and test your ideas out there. You’re going to get that insight gold and really understand which of the concepts is going to most connect with your consumer. So go on, give it a try. What have you got to loose? That’s it from me. It’s time for brekkie.
Written by: Jo Whelan
Published: April 15, 2020