Here’s the situation: You have a fixed marketing budget and an unrealistic time frame.
You need to launch a new product line that requires a precision communications plan. It needs to deliver the results the sales teams and CEO expect while making you look like a rock star.
Then someone on your marketing team mentions the four-letter word “test.” Does dead silence fall over the strategic planning session while the word hangs in the air? Won’t someone reach up to grab it and turn its negative aura into a positive opportunity (which it is!) for the team?
To a successful marketer, the word test means two things: 1) time; and 2) money. Too often you have neither.
But testing is all about getting the right answers. And when you get it right, it can propel your career and validate your marketing methodology. You may think there’s no time or money, but odds are there are enough of both. If you can think of creative ways to incorporate at least one test into your next campaign, it will help optimize your future communications.
Here’s a quick multiple choice question for you:
What can you test to get some worthwhile results that won’t slow down the process or cost much more?
A) Audience segment
B) Frequency of communication
C) Content/copy edits
D) All of the above