Service - Ad Testing
Background - TAs Rubio’s had found the “sweet spot” between fast food and fast casual by offering great tasting freshly prepared Mexican foods at meal prices below the other fast casual competitors they needed to know which broadcast message positioned that story best with the target audience they sought.
Methodology - The agency did an announcer read of multiple scripts -each one with a different creative execution and positioning. We took those spots, did an electronic blast to the client’s segmented customer database and asked customers to answer a series of likeability, messaging and ability to drive purchase intent. We were also able to ask which radio stations they listened to validate the buy.
Client Action - Client was able to run the radio spots that best fit their objectives for messaging and delivery of message to the right target. They were also able to measure appeal of the offer.