FINE Ukraine branding agency has been creating under the flag of experimentation and research with brands since we opened our doors, but in 2017 we noticed a noticeable upsurge in research and experimentation strategies for our clients. Why?
After all, marketing experimentation is nearly a century old, and there have been some world changes along the way. Pepsodent's toothpaste got the ball, testing the effectiveness of newspaper and newspaper ads in the 1920s using only coupon copy. As expected, science-driven companies pioneered these early A / B tests, and Google is using the same principles today to optimize AdWords. And how can you ignore the impact of the first Pepsi Challenge taste test in 1975?
So why have so few companies taken this approach, especially when digital makes it so much more affordable? The culture around web optimization has long been established, but very few regularly test their creative ideas, messages or suggestions. Yet dozens of marketers value new platforms and technologies than what they post for people to see and read. It's still ...
So how do you build a research structure that allows you to collect information in real time?
It is known that this was done by the guys on VanMoof bikes. They suffered at the hands of couriers who delivered their bicycles to their customers. Bad for the customer, bad for the brand and bad for the bikes!
Their solution showed that experimentation can be cost effective when dealing with their packaging; first by increasing the size of the box and filling, recently experimenting with the box labeled Fragile and This Way Up. But their most efficient solution was to pack their bikes as if they were a TV. In the box marked TV! Fragile! They even printed the TV from the box side. Anything to get the delivery guys to handle packages with care. It was an iterative process and it worked. The bicycles were timed to the beat.
This fake VanMoof TV motorcycle packaging has become a fan favorite and they are now selling the box as a standalone product (with the bike inside, of course). You can read more here.
So how can you apply this to your marketing?
The steps taken by the VanMoof team are the same process required to facilitate any radical concept through innovation. I just think back to the days in the school science lab.
Start with the smallest viable experiment. At the very least, you can do to provide you with the information you need.
2. Split test
Promote your product or service with various advertising campaigns, messaging and promotions. Take control forward (this is the best result). And do this before committing one option.
3. Choosing a proposal to highlight preferences
If people choose a new product outside of your campaign that you cannot provide, simply stipulate that it is out of stock and offer the original. If a sufficient number of people show interest, then they put an alternative into production. How do you offer people a product that doesn't have a good user experience? Well, it's not perfect, but the value of training outweighs customer frustration and helps improve product strategy in the future.
4. Hypothesis How to influence user behavior?
Highlight the data that supports your experiment. And don't settle for "why people don't translate", it's too broad. Break each big question into subsets. Always identify which experiments will help you find the answer to each subset before starting and build it.
This structure can be applied to everything from your advertising strategy to your client. Our planning team here is branding Vinnitsa FINE, Development Company: AI, Blockchain, IoT, Kyiv, Ukraine using it to successfully plan and deliver all of our integrated real-time campaigns that are based on multiple media channels. We have found that experimentation can now form the backbone of most marketing strategies and will quickly lead to productivity gains in media, local interaction, and product innovation. We recommend that you start using it before your competitors do!