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getting there
Did you know?
- In a series of market research studies, blue was found to be the best-liked color across cultures. Blue may be preferred because it is a dominant color i n our environment. (Amitava Chattopadhyay, Gerald Gorn and Peter R. Darke, "Roses are Red and Violets are Blue - Everywhere? Cultural Differences and Universals in Color Preference and Choice Among Consumers and Marketing Managers)
- In a comparison of popular online fonts in a variety of point sizes, 10 pt Verdana was the most preferred web font and Times was the least preferred font at this size. This is not surprising since Verdana was designed specifically for the computer screen whereas Times w as not. (Michael Bernard, Bonnie Lida, Shannon Riley, Telia Hackler, & Karen Janzen, "A Comparison of Popular Online Fonts: Which Size and Type is Best?")
- Online ads perform better in the left hand column over the right column of a web page. The right column is treated by users as an "after-thought" area and s hould be designed with that in mind. (Frank Spillers, EyeTrack III)
- Text ads are viewed most intently than all other types tested, because they are less distracting, camouflage well with the page and are often not known t o be ads. (Frank Spillers, EyeTrack III)
Put your creative to the test; it's the only way to accurately judge effectiveness.
Sweet and sour for you, hot and spicy for him; a personal preference, but when it comes to evaluating a creative product, personal taste should be last on the list. In such a crowded marketplace, testing of creative concepts is more important than ever and critical to your bottom line. With a large portion of your marketing budget invested in creative communications, this is no time for guessing.
The customer is king, so let the king decide.
While still being practiced today, the good old "Hallway Test"(multiple concepts paraded up and down the office hallway, randomly soliciting opinions) is far and away the most unscientific way to judge strategic creative, unless, of course, you work with your target audience. Popular opinion, while interesting, is not conclusive.
Where budget allows, focus group testing can prove to be the most effective way to generate ideas that are on target. Additionally, it can help inform a research-based messaging strategy, but don't expect to gain any insight as it relates to a campaign's ability to create awareness. That still will need to be monitored and measured over a period of time.
Is your message strong enough to break through the clutter?
It's on-brand, strategically sound and communicates all of the necessary information, but how can you be sure it will reach and resonate with your intended target? Test it.
"The most important word in the vocabulary of advertising is TEST. If you pretest your product with consumers, and pretest your advertising, you will do well in the marketplace."
Testing creative isn't a new concept, and while the results often provide the answers needed to improve communication effectiveness, they don't come cheap. Multiple print insertions, costly film/video edits and a variety of outdoor boards paired with different response mechanisms designed to gauge impact can help determine the most successful approach.
Many large consumer brands continue to rely on these methods, which allow only one selling factor to be tested at a time. There's a faster and more affordable way to reach your target and test your creative today - the web.
Now you can test multiple variables to optimize conversion rates and increase profitability. The flexibility of online media has made testing a variety of messages, offers and design elements easier and faster than ever. The almost-instant upload of creative to the web, paired with the ability to accurately track responses, makes the format test-friendly. It allows for refinement designed to improve response rate. Also, the ability to target niche sites creates a thriving ecosystem for advertisers.
More ways to web-test.
AdWords may quite possibly be the final word in easy-access online testing. This tool can be used to attract and research customers simultaneously.
"This service makes it easy to see which ads are bringing you the best customers. It will help you understand what's on your customer's mind and help uncover ways to improve your marketing."
Microsoft Corp. is developing the web's largest advertising network and has recently announced it has begun testing display advertisements across Microsoft(R) Office Live, Windows Live(TM) Mail and MSN(R) Spaces. Coca-Cola Brazil and JCPenney are among the 20 global marketers participating in the initial ad tests. The results of the multiple ad formats being tested will help determine which ad offerings provide the best return on investment for marketers while adding value to the consumer experience.
Make the most out of your next communications program by testing before you launch. Contact the test experts at Movéo Integrated Branding to determine which method will provide maximum results. With the right approach, you'll get there.
If you'd like to learn more about Movéo Integrated Branding, please call 630.570.4800 or contact us here.
©2009 Movéo Integrated Branding
About Movéo Recently named by BtoB Magazine as one of the Top 3 Agencies in the nation, Movéo helps its clients build extraordinary brands. The agency's integrated services — research, brand strategy and marketing communications — have helped global leaders such as Siemens, Motorola, USRobotics and CareerBuilder.com, align their brands with their overall business strategies to produce bottom line results. For more information on Movéo visit www.moveo.com/b2b
