Old school Big Mac marketers would sell a Big Mac…

• By hiring an agency to come up with a clever, “emotional” ad.  Like this one.
• This ad would be shown to the McDonald’s rewards customers in email and on social.
• It would be aimed at anyone on mobile doing a search for “fast food near me.”
• And they’d build a look-alike model using past Big Mac purchasers to aim this in digital at people who look like those prior Big Mac buyers.

At some point this creative would need a re-fresh and some enterprising ad agency rep would suggest an A/B test to run the emotional ad against the “facts and details” ad.   They’d run this test knowing in their heart that the details/facts ad would lose.  They’d be right insofar as their analysis and entire frame of reference would assume all Big Mac buyers are the same.

And in that world, which only exists in the metaverse where one size literally fits all, the ad on the left wins.

The new school Big Mac marketers have a more refined, curious and evidence based approach.  They believe that Big Mac buyers are different and want those differences reflected in the marketing.

The new school folks setup a different kind of test, one that allows for seeing if different people want different ads.  They use a dash of behavioral science to dream up their test.

New School Big Mac Marketers,

• Ran both ads on digital and social
• The audience selection was past Big Mac customers and
• Prospective customers using a look-alike model
• But both past and prospective were further tagged with Personality Tags (from ConsumerVoice, sister company to DonorVoice in the metaverse)
• This tagging, using 3rd party and 2nd party data as proxy, meant the analysis could break out overall clicks and purchases but also could be broken down by Personality.

Their analysis confirmed what the Old-school marketers found, if you lump everyone together (Agreeable and Open) the emotion ad wins.

But their analysis also shows that old-school marketing leaves a lot of money on the table by not understanding how people are different and doing Personalized Matching.  People high in Openness prefer more information.  Not random but useful and interesting info.

These people exist in the real world and on your donor file and in your prospect universe.  They are findable and marketable and the best way to raise the most money and be the most donor-centric and relevant is to do Personalized Matching to substantively change the message based on who people are on the inside.

Are you old-school or new-school?  Which Big Mac ad do you prefer?

Kevin

P.S.  Want to raise more money in digital without asking more often?  Join this free learning session, https://attendee.gotowebinar.com/register/5090413805030183950.