Test Marketing

Test Marketing

Test Marketing Jonathan Poland

Test marketing involves testing different marketing strategies or variations on customers in order to gather data and evaluate their effectiveness. It is a way for businesses to experiment and try out new ideas in a real-world setting, and can be a useful tool for innovation and risk management. By testing marketing strategies on a smaller scale, businesses can get a sense of how they might perform when they are rolled out more widely, and make adjustments or changes as needed before committing significant resources. The following are common examples of test marketing.

Products & Services
Selling products and services on a limited basis before a full product launch. For example, a donut shop that tries 50 new donuts in two locations each to decide which to launch on a nationwide basis.

Customer Service
Customer service changes that are introduced as a pilot. For example, a restaurant that introduces a no tipping policy together with an incentive program for employees to earn bonuses when customers are satisfied.

Customer Experience
Customer experience testing such as a hotel that experiments with a floor for parents with small children and babies. The rooms on the floor have features such as cribs, toys and complimentary diapers.

Distribution
Distribution experiments such as entering a new region or country on a trial basis.

Pricing
Experimenting with pricing structures and strategies such as a telecom company that introduces flat pricing in one city to measure the impact on demand.

Promotion
Promotional experiments such as testing variations of an advertisement on a limited basis before a major campaign.

Branding
Brand related tests such as releasing a new logo variation to see if it impacts brand recognition and sales.

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Competitive Factors Jonathan Poland

Competitive Factors

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Personal Data Jonathan Poland

Personal Data

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Conformance Quality Jonathan Poland

Conformance Quality

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Risk Awareness Jonathan Poland

Risk Awareness

Risk awareness refers to the extent to which people or organizations are aware of risks and the strategies in place…

Technology Risk Jonathan Poland

Technology Risk

Technology risk refers to the risk that technology shortcomings may result in losses for a business. This can include the…

Brand Objectives Jonathan Poland

Brand Objectives

Brand objectives refer to the specific goals that a brand is working towards. These goals can be both long-term end-goals,…

Intellectual Capital Jonathan Poland

Intellectual Capital

Intellectual capital is the intangible value of an organization that is derived from the knowledge, skills, and expertise of its…

Industrial Internet of Things Jonathan Poland

Industrial Internet of Things

Industrial IoT describes the ecosystem of devices, sensors, applications, and associated networking equipment that work together to collect, monitor, and analyze data across industrial operations.

Algorithmic Accountability Jonathan Poland

Algorithmic Accountability

Algorithmic accountability is the concept of holding algorithms and the organizations that use them accountable for the decisions they make…

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Public Capital Jonathan Poland

Public Capital

Public capital refers to the physical and intangible assets owned and managed by the government for the benefit of society.…

Travel Expenses Jonathan Poland

Travel Expenses

Travel expenses refer to the costs associated with traveling for business purposes. This can include expenses such as airfare, hotel…

Brand Image Jonathan Poland

Brand Image

Brand image is the overall perception that consumers and the public have of a brand. It is the way that…

What is Progress? Jonathan Poland

What is Progress?

Progress is the advancement of positive and lasting change that has a significant impact. It can be challenging to determine…

Customer Relationships Jonathan Poland

Customer Relationships

Customer relationships refer to the interactions between a business and its potential, current, and former customers. These interactions can take…

Durable Competitive Advantage Jonathan Poland

Durable Competitive Advantage

The most important aspect of durability is market fit. Unique super simple products or services that does change much if…

Knowledge Work Jonathan Poland

Knowledge Work

Knowledge work refers to work that involves the creation, use, or application of knowledge and expertise. It is characterized by…

Hyperinflation Jonathan Poland

Hyperinflation

Hyperinflation is a situation in which there is a rapid and significant increase in the price of goods and services,…

Expectancy Theory Jonathan Poland

Expectancy Theory

Expectancy theory is a motivational concept that suggests people are motivated by their beliefs about the relationship between their efforts…