With a $6 billion new home coffee market as the prize, how could a company could cut the time for ad testing to 1 day from 2 weeks to get a major edge. How? by using handheld shopping and market resea
February 20, 2004 (Press Release) --
How fast and thoroughly will they know, measure, what consumers prefer?
The cup-at-a-time market in the US is heating up fast. Salton with their Melitta brand (NYSE SFP) started late last year. Chief Executive, Leonhard Dreimann, said in February the market for the coffee pods used in the machines could be worth billions if consumers here warm to the technology.
With cost per serving at about $0.22 per serving compared to normal home brewing at $0.03 to $0.05 a lot is at stake. Our own informal forecast is that the US market will develop from currently under $50 million to over $5 billion per year.
The Marketers Ideal of total data with meaning and with privacy makes Hyper-Speed changes practical
Every ad and every market stimulus that occurs by your company and by competitors including ads for normal ground coffee can have the impact measured within minutes of when it occurs and then repeatedly. As a direct marketer, one might enjoy seeing the number and the percent of total buyers who purchase within 30 minutes, 90 minutes, 6 hours etc.
What could the great minds among the cup-at-a-time alliance companies do with so much?
When you want to compare the results of competing TV, newspaper or other advertising now, measurement is difficult. To have meaningful results after a couple of weeks of daily advertising is normal.
With the PASS handheld technology from Exxel's client in consumer's hands, competing ads could be run in the morning with sufficient results at mid day to choose the winner and try a derivative in the afternoon.
Bruce
Longer version: http://home.comcast.net/~enhance617/exxel/docs/test_marketing_hyper_speed.html
The cup-at-a-time market in the US is heating up fast. Salton with their Melitta brand (NYSE SFP) started late last year. Chief Executive, Leonhard Dreimann, said in February the market for the coffee pods used in the machines could be worth billions if consumers here warm to the technology.
With cost per serving at about $0.22 per serving compared to normal home brewing at $0.03 to $0.05 a lot is at stake. Our own informal forecast is that the US market will develop from currently under $50 million to over $5 billion per year.
The Marketers Ideal of total data with meaning and with privacy makes Hyper-Speed changes practical
Every ad and every market stimulus that occurs by your company and by competitors including ads for normal ground coffee can have the impact measured within minutes of when it occurs and then repeatedly. As a direct marketer, one might enjoy seeing the number and the percent of total buyers who purchase within 30 minutes, 90 minutes, 6 hours etc.
What could the great minds among the cup-at-a-time alliance companies do with so much?
When you want to compare the results of competing TV, newspaper or other advertising now, measurement is difficult. To have meaningful results after a couple of weeks of daily advertising is normal.
With the PASS handheld technology from Exxel's client in consumer's hands, competing ads could be run in the morning with sufficient results at mid day to choose the winner and try a derivative in the afternoon.
Bruce
Longer version: http://home.comcast.net/~enhance617/exxel/docs/test_marketing_hyper_speed.html
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