“The most important word in the vocabulary of advertising is TEST.”
- David Ogilvy
Advertising is the most expensive way possible to learn what doesn’t work. That is why we never commit our efforts – or your budget – to any tactic until it has been carefully tested.
As a rule, we test potential positionings, preliminary concepts, graphics and messaging elements, and final executions before finalizing any marketing communication. We can also make important discoveries in overlooked places. Your customer-facing employees usually have remarkable insights into customers’ needs, attitudes and sales triggers. We can help you uncover them.
Many companies also have past research gathering dust on a shelf. We have never seen a research study that did not contain at least one hidden gem … the negative customer comment that held the key to success for a computer manufacturer … the credit card company whose customers inadvertently revealed the #1 benefit they secretly wanted … an offhand comment by a mailroom clerk that led to a whole new business for a delivery service.
What unrecognized advantage do you have waiting to be discovered?