Marketing Asset Evaluation
Reach intended objectives with marketing. Travel brands can leverage Future Partners’ comprehensive strategy for ensuring that audiences are perceiving the message as intended by optimizing various aspects of their marketing and creative strategy.
Defend hard decisions
Marketing asset evaluation such as creative testing, advertising effectiveness, and website usability research is able to quickly identify problems with the marketing message or tone, find ways to improve efficacy, test new designs or concepts, and defend any hard decisions made for the overall strategy.
Using a two-prong approach, Future Partners conducts testing via online panels and in-depth interviews with a representative sample of users and travelers. These groups are asked to participate in simple tasks and provide input while performing.
A website usability study focuses on:
- Time on task. How long does it take to find the information and complete the task?
- Accuracy. Can important tasks be completed smoothly and without mistakes?
- Emotional response. How do users respond to the website?
Creative testing focuses on:
- Identify high performing creative. Which creative is the most impactful at generating desire and travel brand recall?
- Optimization. Test performance of variations on calls to action and color to increase impact.
- Improve ROI. Identifying high performing creative and optimizing the elements of it will allow you to allocate your resources more effectively.