TESTING TESTING
POTENTIAL RESULTS
TECHNIQUES
PRE
Phone & Online Surveys
Gain insight on what is important and appeals to target audience in specific market
POST
Focus Groups & Intercepts
Gain insight on the effectiveness of concept and copy developed through pretesting insights
EVALUATION OBJECTIVES
EVALUATION TECHNIQUES
POTENTIAL RESULTS
Increase brand awareness
Track social media engagement analytics
A substantial increase in brand, tag line, and general Raising Cane’s awareness, accompanied by increased internet traffic
Compare pre and post advertising website traffic Track Caniac Club membership from targeted market In-store/online survey asking customers about how they heard about the new Increase store traffic
Increase in Caniac Club Membership
Track store traffic and sales using database
More foot/drive-thru traffic in new or emerging market Raising Cane’s restaurants.
Track Caniac Club membership from targeted market
Increase in Caniac Club membership, app downloads and activity
Offer incentive with mailer to claim free glasses
Track app downloads and usage Strong connection between community and Raising Cane’s
In-store / online / event survey rating people’s perceptions of Raising Cane’s involvement in the community
83
More customers from the community will relate Raising Cane’s to the “One Love, One Community” tagline.