Optimal Messaging to Maximize Sales
Why Messaging Optimization?
Our client, an international market leader expanding into a new and highly competitive category, wanted to identify the optimal messaging for their new product package. The package messaging needed to be compelling enough that the product could “sell itself” at shelf.
Decision Point Approach
We first sought to understand the appropriate messaging hierarchy given the competitive set. Next, we identified what words consumers used to describe the product benefits, these words are often quite different from words the company uses. Then, using our iterative Message Optimization tool, consumers rated different combinations of benefits and claims and we identified the optimal messaging to maximize sales.
At the beginning of this process, our client identified what they thought was the winning combination – or the package messaging they would have rolled out had they not done this research. The new messaging outperformed their original selection 2-to-1. We clearly identified the combination of benefits and claims that would drive the most sales. We were also able to predict which competitive brands they would steal share from.