Benefit Testing™ is a basic way to prioritize the benefits that consumers get from a brand.
If you do, your prospects will want to see it. And better still, they’ll want to see how it’s used. That means your strategic process needs to be visual, easy to understand, and simple to demonstrate.
Most agencies have a process they can point to. The trouble is many are too complicated to understand. Few are easy to demonstrate. And fewer still show any linkage between strategy uncovered in the process and linkage to the creative being recommended. That’s a sure way to lose clients and miss out in new business selections.
Strategic Handicaps
Agencies of all types are being faulted for a variety of strategic handicaps, including not providing strategic leadership, for poor linkage between strategy development and creative recommendations, and for confusing account planning with communications strategy. For this reason, every marketing communication company should recheck its strategic development tool chest.
If yours is lacking, then consider bringing our Benefit Testing™ process in. It’s simple to install, very popular with the staff, a sure-fire winner in new business, makes heroes of the creative team, and is visual enough to knock the socks off any client or prospect.
A research tool that can be used both in new business and with your current clients.
- A Silver Bullet For Winning New Business
This unique process helps clients and prospective clients see that you understand their business and have invested time and effort into understanding their customers. A real silver bullet in winning new accounts and growing your current accounts.
Benefit Testing is a unique research tool in that it meets the needs of all personality types, shows commitment and effort while being quick and simple to conduct and is a way to replace expensive spec creative with inexpensive spec research.
Overview:
Does the best creative always win the account? Does the agency that shows the “best stuff” to a prospect automatically get the account? Can an agency lose the creative presentation and still win the account?
From the agency side, no matter how you answer those questions – you’re wrong. The agency doesn’t answer these questions – the client does! The question you, the agency, has to answer is, “How do I present the strongest creative possible . . . and prove it?”
Benefit Testing is the answer. Benefit Testing is a unique research process that identifies the “best” strategies, positioning, tag line, etc. to present to the prospect or client. We’re not talking about the most creative, the funniest or even the most imaginative – Benefit Testing identifies the “best” in a way that shows commitment and concern for the serious issues surrounding the marketing of your prospect’s or client’s products or services.
It is not an attempt to offer a solution, but a way to become part of the solution. And when you become part of the solution, you can quickly become agency of record.
Format:
Benefit Testing is a process of developing benefits, creating boards, showing them to benefits testing research groups, prioritizing the benefits, creating the research map and presenting the results in a way that lets your prospect or client know how you would work with their account.
Benefit Testing is a unique research tool in that it meets the needs of all personality types, shows commitment and effort while being quick and simple to conduct and is a way to replace expensive spec creative with inexpensive spec research.
Call Us:
Call your Sanders Consulting Group representative at 1.800.899.1538 for program details, pricing options and schedule availability. Or email us at info@sandersconsulting.com