Marketing and Advertising campaigns – which campaign will maximise sales/ conversions?
SCENARIO:
A beer brand wants to run a below-the-line campaign based around a one-off sporting event, to launch a new variant of their beer – a 350ml bottle with a special widget inside that gasses the beer. They enlist the help of Future and Simple in assessing the most effective advertising creative, and the most cost-effective promotional offering. The sporting event is once every four years, so they only have one chance to get it right. Time is tight, as is the budget for research
F&S Approach
We will use an Information Conditioning experiment to simulate the effect of the creative, the message and the media. In order to build the survey instrument quickly and cheaply, and still maintain a believable task, we will use audio, and some vector animation, but no video. This also means the survey can be delivered online, by email recruitment.
We will test:
4 creative treatments
4 taglines
Varying promotional offerings, such as: free t-shirt, 50% off next purchase, buy 1 get 1 free
4 channels, such as: print ad, SMS, email, direct mail
Plan & Deliverables
Workshop with Product Managers and Agencies to decide which variants of creative and other attributes to test
DCM/Information Conditioning fieldwork.
Deliver a Choice Model, in the form of an easy to interrogate, interactive DSS (Decision Support System).
Calculate Return On Investment. Incorporate cost information into the DSS so we can predict not only the most effective promotional offer (the most redemptions), but the most cost effective (most redemptions per dollar spent).
