communication analysis
audience research l membership development | communication analysis l training l personality profiling l fundraising
Why do some marketing communications work so well?
How do you replicate them?
Why do some disappoint?
How do you improve on them?
Where do you start in developing new campaigns?
How do you assess the validity of new creative?
ESP's benchmarketing can measure and explain the structural reasons for communications performance and guide creative improvements. When combined with ESP audience research it gives you a direct and quantifiable way to apply audience insights to creative development for optimum effectiveness.
extra sensory perception | research for marketing | T: 01903 753697 | brooklands house, marlborough road, lancing, west sussex, bn15 8af | communication analysis
Benchmarketing - How you can measure a Control and know you’re making it more responsive
Is it even possible to apply benchmarking metrics to marketing communications, creative work and qualitative research?
Imagine you are responsible for acquiring new donors from face to face, door to door or direct mail for a major charity. You are fortunate in that you have a strong Brand, a great cause with wide appeal and you have inherited several recruitment campaigns that for several years have attracted so many new donors and so much money they are the envy of other charities.
As a charity fundraiser, your problem is that these campaigns are starting to perform slightly less well each year. And your organisation has ‘updated’ its Branding. And with the creative looking dated and tired your colleagues are calling for a fresh approach.
Fortunately you still work with the Agency who produced the ‘champions’ so the brief is simple. Do the same - only different. And they have. And they look great.
They are fresh and bright and apparently include new versions of all the familiar direct marketing copy and image elements that have worked so well in the preceding campaigns so you have enthusiastically signed them off for testing.
So now your problem is this; that in the two years you have tested new challengers against the old champions, the new work has consistently failed to match (let alone) outperform the old campaigns.
Now that is curious. And the limited amount of market research you can do in the form of focus groups has produced unclear guidance or arguably, actually supports your judgement that the new campaigns were good to go.
So where next? This is where ESP's benchmarketing can help.
ESP's benchmarketing charts the differences between communications based on their psychometric, psychographic and contextual profiles. These are compared to the audience profiles and suggest specific enhancements in order to increase engagement and response.
To see a direct mail example view the
BUAV case study.
To see a press example view the
Thomas Sanderson case study.
extra sensory perception | communication analysis | T: 01903 753697 | brooklands house, marlborough road, lancing, west sussex, bn15 8af | communication analysis