Looking for the perfect test market? It’s here

16/06/10

With a demographic and economic profile that is almost a mirror image of the UK’s, the Channel Islands can perhaps lay claim to being the ‘perfect test market’ for any company looking at a pre-product UK launch or advertising test campaign.

To help communicate this opportunity, Channel Island ad agency Betley Whitehorne (part of The Gate Worldwide), has created a dedicated website (thetestmarket.com) and service, to help administer, plan and fulfil test marketing campaigns for companies or advertisers interested in testing a new brand, creative copy or media effectiveness within a self contained environment.

Managing Director of BW, Chris Betley, explained, ‘It’s one of those best kept secret scenarios, particularly with the demographic match of Guernsey to the UK, which is absolutely compelling. As a Channel Island based agency, now part of a larger marketing services group, it seemed to be a missed opportunity if we didn’t package the potential and promote it to a wider audience.’

The Test Marketing division is being run by BW and ex-Manning Gottlieb OMD Group Account Director, Steve Hadfield.

It is anticipated that BW’s location and offshore experience will provide beneficial assistance to UK-based companies in helping coordinate and implement test marketing activity. In addition, the service will also help clients and advertisers looking to enter the UK marketplace but require further consumer feedback before doing so.

For more information, please contact:
Steve Hadfield/Chris Betley,
Betley Whitehorne Tel: +44 (0) 1481 725115
Or visit http://www.thetestmarket.com

Background

Betley Whitehorne is a Guernsey-based, full service ad agency that became part of The Gate Worldwide in June 2009. http://www.betleywhitehorne.com
The Channel Islands comprise two principal test centres, in Guernsey and Jersey, which are each served by separate newspapers, commercial radio and a unifying television channel, Channel Television, part of ITV.

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