Which image and sales effects do your marketing-mix-executions attain?
All marketing-mix-executions have a common intention: to change individual perception (the image) in a way that increases sales.
The center of most pretests are not individual image changes and sales effects however, but the object of investigation itself (e.g. concept, product, packaging,
advertising), i.e. questions like attention, liking, comprehension etc. But the actual core objective of marketing – sales effects – is mostly not respected at all or treated rather subordinately. Our MOT (marketing-optimisation-test) system considers newest neurological research and lays its focus on the accurate measurement of each test person‘s reactions.
MOT-PackagingEffectiveness-Test
The marketing-mix-element packaging has an eminently important relevance in the decision process of the consumer. Because buying decisions are made to over 70% in store: Within 3,4 sec., a consumer decides which product he buys in front of the shelves. So each packaging appearance has to affect the consumer‘s decision within the shortest time for the benefit of the respective brand.
Tests of packaging designs are very often restricted to checking if the packaging is‚ liked more‘ than another or if it is more modern or conspicuous. Marketing‘s main aims – the sales and image effect –, however, are mostly not measured for new packaging designs.
eMOT-AdvertisingEffectiveness-Test
Why is checking the advertising effect that important? Experience shows that only 36% of advertising for established brands achieve a positive sales effect.
In most of the internationally standardized advertising-pretests, about 70% of the analysed communication tests well or outdoes benchmarks however.
So chances to score in these tests are dramatically better (at about one third) than in reality. Professor Trommsdorf comes to this conclusion in his analyses, too (w&v 22.09.2005, S. 40). This is the reason why advertising often proves to be a flop despite of excellent results in conventional tests.
In an increasing number of publications we have detected together with our clients that it is possible to better predict image and sales effects of marketing-executions – by considering newest brain research and adopting ‚hard‘ criteria from market simulations.
Since 2006, K & A applies additional test modules which more precisely measure the emotional effects of communication. (The small „e“ in eMOT® signals this progress)
MOT-Media-Placement-Research
Besides the quality of advertising-creation, the relevant target group’s medial reachability is the 2nd bottleneck on the way to effectual advertising. But so far, the media-sector is often neglected as a ‘data cemetary’ in marketing and market research. This can be a great mistake. Because normally the biggest share of marketing budget is invested in the media-sector. Therefore please admit the following question: “What is the best advertisement for, when it not at all or too seldom reaches the relevant target group?” This is the reason for the failure of 80% of campaigns (w&v 23.09.2004). With brand and campaign specific
media-placement-research, the effectiveness of the media-budget invested can be boosted dramatically. There are few investments that are profitable in such a short time.
MOT-PriceEffectiveness-Test
The Price is definitely one of the most important elements of the marketing-mix and pricing has direct consequences on profit. However, experimental changes of the price are extremely problematic in the market. Therefore, price elasticity and particularly price optima are only deficiently known. Within our buying-simulations,
up to 30 buying situations with different price constellations of all brand products are tested within a short time – without the test person being able to detect, which brand products are more important for the client. This way, information can be reached that meets scanner data to the biggest part. The difference: the data are at your disposal considerably faster and less expensive and furthermore can be related to qualitative information.