Don’t be afraid to test

As the title says, don’t be afraid to test new ideas when it comes to marketing. Marketing theory is all built around the principle of pre testing especially since the financial commitment and risks involved in mass marketing can be large. Therefore, why not look at small scale evidence as a precursor to anything larger?

Many of your proposed initiatives may well be accessible to small-scale, toe-in-the-water trials which could be evaluated before a full commitment of that initiative is made.

For example, mail shots. These can be pre tested on a small section of your database or a mailing list and the reactions monitored. By keeping the postage cost and print run small, anything negative could be restricted to a few tens of clients/prospects. Similarly, if you wanted to use a new presentation or creds document, why not test it with existing clients initially?

For advertising, company identity and literature, unfortunately the commitment is likely to be all or nothing. This doesn’t however, stop you approaching to a sample of clients with something rough or unfinished to test the concept. But…….you must be prepared to act on this feedback even if it halts your creative juices!

When it comes to testing your marketing, remember the customer is always king; accept their verdict and go back to the drawing board if necessary – your next idea will be even better for doing so!


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