When a credit card marketer wants to introduce a new value proposition for an existing card, they will test the messages and designs in focus groups. d.trio creates materials for these focus groups (sometimes in competition against other agencies). Our messaging and creative is consistently chosen as best and easiest to understand by focus group participants.
Once feedback is gathered and a direction is chosen, we create subsequent educational and promotional materials explaining the new value prop and incenting cardholders to use the card. Typically, 3 to 4 concepts are tested with several groups of customers and prospects and then direct marketing or other materials are designed, as in this example.