Mystery Campaign / Campaign Test
MEASURE AND IMPROVE CAMPAIGN IMPLEMENTATION WITH MYSTERY CAMPAIGN
Mystery Campaign involves the objective recording of criteria as to whether and to what extent specifications defined for campaigns are implemented in the outlets (branches, subsidiaries, franchisees, offices, agencies, etc.). Campaign tests are used to gather information on whether and to what extent defined campaign standards are implemented, for example, the dismantling of old campaign elements, presentation of the prescribed posters, flyers, etc.
The focus is on topics such as:
- Optimization of the campaign
- Standard-compliant product presentation
In addition, elements for content implementation can be checked in customer contact, for example, whether a current financing offer is also consistently offered.
Synonymously used terms are campaign test or promotion test.
Campaign tests are often referred to by the generic term mystery shopping but also as store checks and, depending on the industry and product, are combined with test consultations or mystery checks. In a narrower sense, a mystery campaign is a covert test visit in which the implementation of specified standards is usually surveyed without interaction and without the purchase of a product or service.
Typical test elements are:
- Exterior elements (flags, pylons, ...)
- Interior elements (displays, posters, ...)
- Product presentation
- Offer of the products in the campaign
WHAT POINTS ARE CHECKED IN THE COURSE OF A MYSTERY CAMPAIGN?
Our trained employees check whether the criteria specified, for example, by the company's management with regard to a particular advertising campaign are actually being observed on site in the individual stores.
This includes the following checks, for example:
- Are the windows of a shop decorated according to campaign standards and corporate identity
- Have the stoppers been placed in the designated locations
- Have the campaign elements been set up and dismantled on time
- Are the customers targeted during the campaign
With a trained eye for detail, our mystery shoppers document the implementation of the respective specifications. Of course, our focus is always on the individual aspects of the campaign to be tested. All mystery shoppers are specifically trained for the respective project. Only in this way is it possible to guarantee a comprehensively high standard of quality.
THE ADVANTAGES OF THE MYSTERY CAMPAIGN AT A GLANCE
To fully exploit the potential of a marketing campaign, it is important that all relevant criteria are met at all locations. These are usually worked out by the responsible departments at the customer's site on the basis of many years of experience and know-how.
A mystery shopping inspection provides the following information in particular:
- Have all specifications been implemented correctly
- Are the respective advertising materials presented in a customer-friendly and clearly visible manner at the desired locations?
- Is the implementation of the respective specifications also carried out on the content level, for example, in connection with consultation
- The employees are aware of the importance of correct implementation of the respective specifications.
By commissioning a mystery shopping company like concertare, the use of internal company resources can be avoided. Instead, you benefit from our years of experience in mystery shopping, from high quality standards, from a trained eye for detail and from the possibility of deploying any number of employees for on-site visits in parallel.
IN WHICH INDUSTRIES IS THE MYSTERY CAMPAIGN FREQUENTLY USED?
Since campaigns play an important role in the most diverse areas of everyday commercial life, the Mystery Campaign instrument can be used largely independently of the industry. As a "rule of thumb", wherever customer contact is maintained on the basis of various marketing measures (for example, via flags, displays, product presentations, etc.), it makes sense to rely on this type of regular control. On the basis of our many years of know-how, we put our mystery shoppers in a position to look at each company and each target individually and to check it meticulously. Thanks to the shoppers' many years of experience in this field, it is also possible to make concrete suggestions for improvements beyond mystery shopping.
The analysis quickly reveals where there is a need for optimization, which can be used directly for optimization in a second step in consultation with the client. Feedback of this kind can also help to make local employees even more aware of successful marketing and the opportunities that can be associated with a consistent, well-structured campaign.
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