American Marketing Association of Las Vegas

How To Handle A Marketing Test

Make sure an advertising campaign will work to sell the item or service on offer

There are many ways to perform a market test to make sure your ideas help sell your product or service. Here are two you may be able to use if you don’t already have a testing process in place.

1) Place a few TV ads in a small region

Choose the area and shows or events specifically to match your target demographic. Don’t put ads up in areas and times that your target market cares nothing about. For instance, it’s probably not a good idea to play commercials for a surfboard in Kentucky during Days of Our Lives. This would be a waste of your money because your commercial’s call to action will fall flat on the viewers.

This test works best with direct response but can also work well if you have a strong call to action.

Once the ads have been placed keep track of everything!

For the duration of the test (two weeks, one month) monitor the amount of orders, and the type of people that are calling (income, age, sex etc).

2) Do a field test for your product and commercial

Good ads don’t save bad products. Before you throw away your money on advertising make sure people see your product as something they would be willing to buy. This is going to take some legwork (if you work for a large company it’s time to grab the interns!). You’ll have to ask everyone possible and a good place to get started is at a trade show.

Sometimes you can set up a test online by use of a blog or even set up a center right in front of your store (or one of your store locations) or even at a busy park on a weekend. All you have to do is ask people walking by to be part of your study. If you have trouble finding test subjects bribe them with candy or prizes (just try not to be creepy).

Test sites are especially good for testing the commercial itself. Play the commercial for the subjects (this is as easy as bringing your laptop, tablet or iPad… or can even be done online with a podcast and virtual questionnaire or poll). Once your volunteers have watched the commercial you ask them a series of questions: Does that product seem like something you can use? Were you entertained by that commercial? Did the commercial make you want to sign up/find out more/run and buy it…?

Make sure you write down everything from the subject’s responses to their ages and income levels. It’s a good idea to develop a questionnaire to give them at the beginning as well. That way you can compare their thoughts before and after seeing your advertising materials.

Once analyzed you will notice certain things you already knew and other things that you had no idea about. Once you’ve figured out what people want you can implement changes and watch your business grow by leaps and bounds.

I hope that was helpful,

Happy marketing!

Author bio: Sam Zargari is head copywriter at Zed Collective, and has over 15 years in sales and advertising experience. 

Categories: Advertising.