The primary purpose of “S.T.E.P.” is to predict program trial, use, and market share goals with confidence while simultaneously protecting financial resources through efficient research measurements. 

 S.T.E.P. is an acronym for “Strategy/Tactics/Evaluation/Prediction”, a planning model to focus management business objectives into specific strategies. These strategies will comply with financial and personnel resources, available brand equities, competitive environment, near and mid term sales goals, and planned ROI.  The STEP model follows a planned format utilizing focused  strategic questionnaires/dialogues with various brand management levels:

• Strategy: discovery (goals,critical issues, problems, opportunities)
• Tactics: promotion methods (positioning, copy, creative, media, display, etc.)
• Evaluations: research (historical, qualitative, quantitative, conversion   
• Prediction: market share goals, budgets, forecastes, P&L, ROI

Evaluation measurements range from qualitative reaction/feedback from management, sales force, trade channels, focus groups to a variety of quantitative measurements such as online targeted opt-in surveys, product use and field tests, test markets, and roll outs. All these various measurements are designed and managed by Promotion Opportunities and executed by proven research vendors.

The primary purpose of “B.U.R.S.T.” is to create great promotional advertising and merchandising programs to generate accelerated levels of product trial and usage.

B.U.R.S.T., an acronym for “Breakthrough/Uniqueness/Response/Solution/Trial" provides a            formatted method to evaluate advertising and promotional copy, creative execution, and consumer response through a 5-Step procedure:

• Breakthrough:  clutter, reach, frequency, impact, memorability,
• Unique Selling Proposition: differentiation, positioning, support
• Response: consumer preception, attitude, reaction, results 
• Solution: provides the defined STEP strategy with a tactical solution(s)
• Trial: reaches prospects and creates significant trial and conversion

BURST matches creative concepts to STEP business strategies and then sets up targeted category user research methods to determine that creative and tactical executions meet marketing sales objectives and planned financial goals.

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