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The Ten Dumbest Marketing Mishaps - #09
Mishap 9: Not Sticking With Marketing Campaigns that Are Still Working
Many companies promiscuously change campaigns and ads in midstream. And in the process of doing so they:
- Don’t let the cumulative effect of a winning concept work for them
- Don’t allow the dynamics of testing to work for them
- Make a patchwork quilt of their company’s image and persona
Businessmen get tired of their advertising and marketing campaigns long before the marketplace ever tires of them.
Unsure whether your campaign is tired or you’re just tired of it?
Test to find out which ad, marketing, or sales approach works best. Then only change or alter your approach if and when a new ad or concept outperforms your control.
Continually experiment with new ideas, ads and concepts without abandoning the one that works best.
If an approach works, don’t arbitrarily abandon it. Only replace an approach when you’ve verified and validated a more successful and profitable successor.
Most websites, ads, commercials, etc., produce only a modest percentage return every time they are run.
Direct response ads usually produce a .5% to 3% response and you may have to run them 200 times before you even begin to saturate your market. Just because you are sick of seeing, hearing, or watching the same marketing doesn’t mean your marketplace is also sick of it.
The only vote that’s relevant is the marketplace. And you discover the facts by testing out your theories.
Test, test, test. Test different concepts, approaches, and ideas, but never, ever abandon your control until you find something that pulls better.
When you are tempted to abandon a winning, producing, profitable approach that you are tired of, instead develop new approaches using a related or similar view.
If you’ve found the combination to your customers’ responsiveness, keep going until the combination stops working.
By Walter |
Topics: Client Top Secret, Marketing Mishaps |