what is marketing concept
The marketing concept of an offer (a product or service) is a presentation, essentially in editorial form, of the benefits that this offer must provide to the public to which it is addressed (consumer, company, etc.). This presentation is intended to be submitted and tested with its target audience in order to evaluate its clarity, relevance and palatability.
During the development of the offers
The marketing concept is usually written at the early stage of the bidding process, when a product manager seeks to assess whether the bid he or she is working on can generate public interest and expect market potential. At this stage, the product or service has not necessarily yet been developed. The concept therefore makes it possible to present the offer in these broad lines and according to the feedback of consumers during tests to decide whether or not to continue developing the offer, with any necessary adjustments.
Before the launch phase
Taking advantage of prior concept tests, the marketing concept can be redrafted shortly before the launch phase to test the main lines of the speech. The aim at this stage is not to produce an advertising message, but rather to refine the presentation of the benefits offered to the market and to prioritise these benefits according to the priorities best calibrated to the real expectations of the market and what the offer can deliver in its launch version.
Writing a marketing concept
The quality of the concept's drafting is central to assessing the potential of a new offer. There are different approaches, but the most commonly used one has a number of basic elements to construct the discourse:
consumer information: it allows to present a situation evoking a consumer dilemma to which the offer will propose to provide an answer,
a list of benefits ranked in descending order of importance for the target: these are the main responses to the insight,
at least one reason to believe (RTB) element[5] that will lock the discourse: it is a matter of reassuring the consumer that the promised benefits can be delivered.
In this editorial style, it is of course possible to integrate visuals, diagrams, drawings that make it possible to better explain the situation (insight), the offer (benefits, advantages and characteristics) as well as evidence (RTB).
Marketing concept tests
The evaluation of marketing concepts is regularly carried out through market research. It may require qualitative or quantitative studies depending on the objectives sought. During these studies, the aim is generally to evaluate at a minimum:
- the clarity of the message,
- the relevance of the offer to the target audience,
- the approval generated by the speech,
- the ability of this offer to stand out from existing offers,
- the incentive to purchase,
Other evaluation criteria are of course possible and depend on the practices of research companies but also on the habits of advertisers.
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