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Testing the acceptance of new products
-- AT&T case study
For AT&T, managed a new product introduction using exhaustive
research to prepare and implement a beta test for a new operator
assisted messaging service. The research incorporated the latest
new product development tools used by major package goods companies
such as psycholinguistic analysis (a study on the varied meaning
of words based on the customer's sociological background). Also
used neural net and CHAIDS analyses to select individuals by name
in a given market place who were proven Early Adopters as opposed
to Followers when selecting new products. The product proved too
costly for most customers and the product was never rolled out based
on the results of the beta test.
Penetrating 50% of a highly defined and
limited target market within less than six months --
Sentara ADS
Enrolled an incredible 50% of the Medicaid eligibles in a given
service area for Optima Health Plans (Sentara ADS in Virginia Beach,
VA) within a five month window of opportunity against substantial
competition. Created a state of the art database and applied mass
media in combination with targeted media such as telemarketing,
direct mail, and a sales force all working in unison.
Finding ways to beat long-standing direct
mail controls when all else has failed -- AARP
For AARP, beat a seven-year standing direct mail control by creating
an innovative test package that generated a 40% increase in response
for the same membership offer combined with a 15% decrease in package
cost. This saved millions of dollars on a circulation of nearly
50 million packages each year. AARP has not been able to displace
this package format (though never used by AARP until this test)
for five years running.
Generating leads in a hyper-competitive
market place while simultaneously lowering the cost-per-inquiry
-- BlueCross BlueShield
For BlueCross Blueshield of Texas, beat a three-year standing control
for an individual insurance policy lead-generation direct mail package
in a three-way test using two new direct mail packages run against
the control package. The new package increased response rates by
more than 30%. The list portion of the test also increased the Client's
circulation by better than 40%
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