Start up venture in wheelchair van category struggling to show progressive increase in number of leads as a result of Pandora radio campaign. Needed to show positive trend in short amount of time to demonstrate growth trajectory to retain the business.
Devised a simple online survey to measure the effectiveness of each spot, as well as overall spot preference, when measured side-by-side. Delivered survey electronically to broad age-appropriate demographic. Collected data, including comments, to determine preferred spot. Further refine to increase conversion.
Developed two radio spots for Pandora. One that essentially retained the tone, delivery style, and testimonial approach that had been the hallmark of the campaign, and a second version that introduced a new voice and tone, and spoke to the target audience from a different point of view, with a slightly different offer.
Out of 50 respondents, spot two scored 20% more effective than the first. When asked which spot warranted a click through, the second spot out performed the first by nearly 2 to 1. Overall, 80% more people responded more negatively to the first spot making spot one the clear winner when it came to connecting with listeners.
The survey provided rationale and justification to replace the first spot that had unknowingly been under performing. Because the survey had been completed so quickly, it was easier to simply swap out the current spot without having to use valuable airtime to run a test.
