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Best (or Most Dramatic) Test You Learned From:
Silver Consumer
Doubleday Entertainment Deferred Payment Test
Brand/Client Side Team:
Barbara Sanchez, Joshua Stern, Andrea Sharfin, Thomas Marks, Cari Murtha, Dori Manela
MarketingSherpa Summary - Why They Won:
Order now, pay later is a standard direct postal mail test, but does it work in email? As
this well-conceived and produced test proves, the answer is mixed. Yes, it can work, but
not in the same way or for the same time. We admire all marketers who test offers that
work well in one medium to see if results will hold up in other channels. Even mixed
results are far better than relying on assumptions.
From Their Nomination Form:
"Buy Now, Pay Later" Offer was suggested as a means to increase Q4 sales. Email was used to quickly test
market response to offer. Customers were offered opportunity to purchase books, and delay their payment
for three months. Initially tested in two book clubs on 7/17; retested in additional clubs. Decision to roll out
offer were based on email test results. Initial results were strong ... retests in other clubs showed similar
results. Forecast for roll-out was based on success of these email tests. Doubleday Entertainment rolled out
offer for October-December. Promoted via email, online and print. Continued to back-test offer through the
end of the year. We continued to see lift over control, however it never equaled as what we saw in the
initial tests. Sorry, the judges promised this winner that we would keep their results private. However, be
assured that we have seen all the data - and were thoroughly impressed.
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