All subjects fall within the means and descriptors provided in my ideal client screencast presentation. This information is the test ad results of the “Two-Step Marketing Tool” found here.
Company background information provided to each subject prior: The company is called May’s Rentals. We are a vacation rentals company that features very funky, unique designs, catered more towards women (so think of a fun place to have girls’ reunions and bachelorette parties, and think bold patterns and bright colors for the design elements). We are located in urban areas along the east coast, so for example, Philadelphia, Nashville, etc.
Subject 1, Age 52:
Q1: Are you more likely to see a company advertisement on Facebook or Instagram? —- A1: “Facebook.”
Q2: If these images came up as an advertisement for May’s Rentals on Facebook, which image(s) would interest you the most and which would interest you the least (you can rank them in order if you would like)? Which image(s) would cause you to click the link to look at the company/property further?
A2: The following order is presented from most interest to least interest.
Subject 2, Age 53:
Q1: Are you more likely to see a company advertisement on Facebook or Instagram? —- A1: “Neither. I’m more likely to notice through Pinterest or X and visit a linked blog.”
Q2: If these images came up as an advertisement for May’s Rentals on Pinterest or X, which image(s) would interest you the most and which would interest you the least (you can rank them in order if you would like)? Which image(s) would cause you to click the link to look at the company/property further?
A2: The following order is presented from most interest to least interest.
Subject 3, age 25:
Q1: Are you more likely to see a company advertisement on Facebook or Instagram? —- A1: “Instagram.”
Q2: If these images came up as an advertisement for May’s Rentals on Instagram, which image(s) would interest you the most and which would interest you the least (you can rank them in order if you would like)? Which image(s) would cause you to click the link to look at the company/property further?
A2: The following order is presented from most interest to least interest.
Subject 4, Age 26:
Q1: Are you more likely to see a company advertisement on Facebook or Instagram? —- A1: “Instagram.”
Q2: If these images came up as an advertisement for May’s Rentals on Instagram, which image(s) would interest you the most and which would interest you the least (you can rank them in order if you would like)? Which image(s) would cause you to click the link to look at the company/property further?
A2: The following order is presented from most interest to least interest.
RESULTS-
The following images seen in the above test were generated used Canva. They can be viewed and further explained in May’s Rentals’ “Elevator Pitch with Marketing/Sales graphics” found here.
Facebook was initially intended to be used as a platform to market towards the older end of the ideal client range (35-55), while Instagram was initially intended to be used to reach the younger end of the ideal client age range (25-35).
These Images were initially designed as Facebook advertisements to entice older clientele.
These Images were initially designed as Instagram advertisements to entice younger clientele.
The results concluded that all subjects, regardless of their age, liked a mix of the graphics initially designed to appeal towards the older clients, as well as other initially intended to appeal to the younger clients. All four subjects placed the following two images as two of their top three advertisements, with three of the four subjects placing them at one and two (in no particular order). From this is safe to say that from this subject sample, these images are the most interesting and the most likely to gain website traffic for May’s Rentals.
Overall, the image that says “Book Now” was put in all four subjects bottom two. The “Let’s Travel” image appealed more to older clientele (as predicted) than the younger subjects (as they placed this last on their list, while both older subjects placed this at number three). Both older subjects had the same ranking order and both images generated for them (based on prediction) were in their top three. The top three for both younger subjects were the same (just different orders amongst those three), with two of the graphics that were originally generated to appeal to them (the other being predicted to appeal more toward the older subjects).
Here are some additional notes provided the subjects.
Subject 1, Age 52: “The top two in my ranking would be the advertisements where I would click the webpage to learn more.”
Subject 2, Age 53: “The pink, music themed image makes me feel old [this is based on a newer trend, so the intention with this was to really appeal to younger audiences]. The “Book Now” image lacks pop. I prefer images that show the space and give a sense of the look and feel of the rental. I think the “Let’s Travel” image is actually sharp, but I suggest you include several women of similar ages. Only showing one person makes it look like it’s a solo trip. I think that showing three to five women will help your audience make the connection to a group trip with girlfriends.”
See all references for this content here!