|
|
|
|
the competitive environment |
| Understanding
the competitive environment can and should be translated
into understanding the Marketing Environment, as the
process involves much more than simply knowing what
competitors are doing. |
|
It
is about understanding the milieu in which a company
is operating, which the agency does through a combination
of research, information gathering and analysis. This
will involve competitor analysis (corporate), product
reviews, economic analysis, a review of historical sales
and trends, customer profiling, purchasing patterns
and pricing analysis, and will involve both the external
and internal (client) markets.
The extent to which this information gathering process
is taken will to some extent be reliant on budget, but
where possible research would be conducted in-house
and particularly through the internet.
The main exception to this would be where specific information
is required about how a product, and all the key elements
associated with it (price, looks, acceptable sales channels,
function etc) is viewed by the consumer. |
|
|
More
Info: Strategic Digital
Media Assessment and Consultancy
|
| |
|
We test our creative and
consumer communication as required by our clients
as this is an area that is dependant upon budget,
and we employ a number of techniques:
Focus Groups –
Ideal for testing different creative routes. To be
effective a number would need to be run across different
geographical areas in order to gauge any regional
differences. This method can establish that messaging
is understood, establish the most effective creative,
and can also provide useful feedback in terms of branding
and brand values messaging.
Direct Testing
– Ideal to use when communication requires some
form of response through a call to action. This would
take the form of different messages being sent to
a consistent and relatively small audience, but large
enough to be statistically significant (say 5000 –
10000 dependant on the size of the roll out activity)
and response rates would be monitored, usually through
the use of codes. To be meaningful it is critical
that the only changing factor is the messaging and
all other variables (consumer profile, media etc)
are consistent, otherwise we will not be able to establish
what element is effecting any change is response.
This route should also be run across different geographical
areas to pick up on any differences.
Media Testing
– As well as testing the messaging, it can be
appropriate to test the media channel, as responses
can vary according to the media used. In this case
it is important that the message remains consistent
and only the communicationroute would change (ie Press
Ads, E-mail, Direct Mail etc).
Careful attention should be paid to consumer profiling
here to ensure that the target remains consistent.
Research
– It can be appropriate on occasions to use ‘direct
to consumer’ research as part of a post communication
test, and this can provide both qualitative and quantitative
data. Usually conducted via the telephone, consumers
would be asked whether they received the communication,
if they responded and if not why not (qualitative)
and then a further series of questions can be asked
to check information such as brand recognition, profile
and purchase patterns (quantitative). This method
is clearly dependent
on adhering to any data protection legislation.
These techniques, and
others, can also be combined depending on the desired
outcome.
|
| |
|
|
