WHAT TO TEST

Test Marketing offers advertisers an array of options. Narrowing them down and ensuring the right ones are selected is very much part of the service we offer. However, we very much like to work with our clients and to provide a Test Marketing solution tailored to meet your needs. Below is a sample of the various options and routes open to you.

Establishing test marketing parameters

Marketing objectives

• Encourage consumers to switch/ trial new brands
• Introducing a new creative direction
• Assess marketing strategy
• Launching a new brand positioning
• Encourage purchase through DR mechanisms eg vouchers
• Communicating product benefits
• Lead generation / Data Capture
• Increasing product awareness

Identifying test marketing variables

Test variables

• Response mechanisms (eg CTA routes / day of week / colour vs mono)
• Price variations
• Product messages
• Frequency & timing
• Geographical areas (eg Guernsey vs Jersey)
• Packaging
• Creative routes
• Media mix