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People are People & Ads are Ads Perspectives on B 2 B Copy Testing March 19, 2007
My Perspective • • 15+ years experience Testing ads Briefing ads Making ads Developing ad strategies 1000’s of ads Mostly B 2 C, but lots of B 2 B Still on a journey of discovery
People Are People
Ads Are Ads
Therefore. . . Testing B 2 B ads is the same as testing B 2 C ads
People Are People B 2 C • Passive mediums • Looking to be entertained • While some media are active (online and print, it’s still entertainment that driven) • Claim not to be influenced by advertising • Still buy based on ads B 2 B • Fundamentally the same perspective on creative • More of an obligation to review materials • It’s my job syndrome • Fun stuff breaks through to the top • Ads drive consideration It comes down to understanding the target
Targeting End User Influencer Purchaser
Targeting • Hands up if you making purchasing decisions for a business? • Who has a cell phone for work? • Who has kids? • Who is currently involved in testing B 2 B ads - i. e. a supplier of research? • Who needs B 2 B ads tested - i. e. a buyer of research?
Ads Are Ads
What Makes Great Ads?
They Get Noticed
They’re Unmistakably Ownable
They Say Something
They Influence People
Great Ads • Need to get noticed – Entertaining and enjoyable • Be about the brand • Tell me something important – Rational – Emotional • Make me want to buy, or consider
Let’s Look At Some Ads • • • Who are they talking to? Would they gain attention? How unmistakable are they? What’s the message? Is it motivating?
How Do You Test Ads?
Start With The Creative Brief • • Figure out the advertising objectives Ask why they are advertising Ask who they are trying to influence Ask what makes them think the ad will influence them Is it supposed to be funny Will it remain animated What’s it all about Ask everyone to tell you how it works – marketing, agency, creative, media. whoever Make Sure You Understand the Ad!
How Do You Test Ads? B 2 C • Identify the target audience • Find a representative sample • Figure out what you need to measure and what the tolerances are in your organization • Then: – – Rely on your gut Ask your friends and peers Do some focus groups Conduct one of many copy tests available – Post track – Sales Evaluation B 2 B • Fundamentally the same • Usually much harder to find a sample of the audience in a cost effective manner • Often rely on qualitative
Remember Targeting • Is this a: – – DM piece to a very limited list of people Print ad in an industry vertical Print ad to a wide end user audience Mass TV commercial for influencers and end users
B 2 B Qualitative • Avoid groups, consider one on one’s – – Business types don’t want to share trade secrets They want to be heard right away and feel important They can tend to brag in groups You are paying a lot for their time so you might as well focus it • If using groups – Get them to right their responses down – Don’t ask them about likes and dislikes, ask them about the objectives outlined in the brief – Don’t be afraid to cut someone off, it’s business
B 2 B Qualitative • Allow for much more rational responses, but break through them • Use non-verbal techniques and projection to measure the emotional impact of ads • Allow respondents to project to the opinions of others in their firm, avoid the ‘we only want to hear what you think’ • Their skepticism is natural, the purchase cycle is much longer and they really do need time to review
B 2 B Quantitative • Consider the opinions of influencers and end users in the make up of the sample, not just purchaser decision makers • Press for norms or benchmark against another ad or competitor • Consider more in-depth post media interviews - i. e. contact people on subscription lists • For cost effectiveness, consider on-line
B 2 B Market Tests • • • Seed different response channels Measure response rates Test matched lists Test matched cities Conduct post interviews among magazine subscribers Solicit participation from your media partners
Reconstruct / Deconstruct
Transcontinental DM • • • No testing Go big mentality Small target Huge cost Measured response Won an award!
Amex Small Business
Amex Small Business • Focus groups with small business owners • DM Testing – – Multiple cards offers Multiple DM packages Several creative pieces Tested over many cities
Air Canada Print
Air Canada Print • Product development work with corporate travel specialists • Qualitiative research with frequent flyers • Brand product awareness tracking
Microsoft Vista Launch
Microsoft Vista Launch • Strategic development research • Testing among – – tech community buyers influencers users • Multi counrtry • Benchmarking against norms
Thanks! • You’ve been great people • Now here’s my ad. . .
Contact Anik Karimjee Rank Research Group Inc. 688 Richmond Street West, Suite 204 Toronto, Ontario, Canada, M 6 J 1 C 5 Phone Office: 416 -322 -2224 Fax: 416 -366 -9890 Internet [email protected] com www. rankresearchgroup. com