People are People & Ads are Ads

Perspectives on B2B Copy Testing March 19, 2007

Qu i ckTi me a nd a TIFF (Un co mp res se d) de co mp res so r a re ne ed ed to se e thi s pi ctu re .

My Perspective
15+ years experience Testing ads Briefing ads Making ads Developing ad strategies 1000s of ads Mostly B2C, but lots of B2B Still on a journey of discovery

People Are People

Ads Are Ads

Therefore...

Testing B2B ads is the same as testing B2C ads

People Are People

B2C Passive mediums Looking to be entertained While some media are active (online and print, its still entertainment that driven) Claim not to be influenced by advertising Still buy based on ads B2B Fundamentally the same perspective on creative More of an obligation to review materials Its 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 B2B ads - i.e. a supplier of research? Who needs B2B ads tested - i.e. a buyer of research?

Ads Are Ads

What Makes Great Ads?

They Get Noticed

Theyre 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

Lets Look At Some Ads

Who are they talking to? Would they gain attention? How unmistakable are they? Whats 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 Whats 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?

B2C 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

B2B 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

B2B Qualitative
Avoid groups, consider one on ones
Business types dont 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 Dont ask them about likes and dislikes, ask them about the objectives outlined in the brief Dont be afraid to cut someone off, its business

B2B 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

B2B 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

B2B 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

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 and product awareness tracking

Microsoft Vista Launch

Quic kTime and a TIFF (Uncompres sed) dec ompress or are needed to s ee this pic ture.

Microsoft Vista Launch

Strategic development research Testing among
tech community buyers influencers users

Multi counrtry Benchmarking against norms

Discussion

Thanks!
Youve been great people Now heres my ad...

Contact
Anik Karimjee Rank Research Group Inc. 688 Richmond Street West, Suite 204 Toronto, Ontario, Canada, M6J 1C5

Phone
Office: 416-322-2224 Fax: 416-366-9890

Internet
info@rankresearchgroup.com www.rankresearchgroup.com