January 16, 2009 – 1:36 pm
Some believe that the beginning of a great marketing campaign begins with the design. Some think it is great strategy. Others think it is a great offer. I believe that all of these can be part of a truly successful marketing campaign. But one thing that I know for sure, without measurable goals and a testing plan, all these beliefs will just be good guesses.
Why should I Test My Marketing Campaigns?
The primary reason for testing is to determine the effectiveness of a campaign. I have seen many great campaigns in my time, some inexpensive, and some with a healthy sticker price. The one thing most of these campaigns had in common was the lack of testing and the inability to determine the ROI. The more you understand what your target audience is responding to, and acting on, the better you will be in developing effective campaigns – This does not mean that once you test a few campaigns you understand the target and you no longer need to test. You will always need to test. There are many variables that can change what your target audience will react to. So, testing on a consistent basis will help you better predict and develop campaigns that will yield greater results.
How do I test my Marketing Campaigns?
There are many ways to test your marketing campaign from focus groups, keyword word based adds to unique URL’s and 800 numbers. During the development of the strategy and “The Goal of the Marketing Campaign†this should be determined.
Example: You are running a banner campaign. The campaign will consist of multiple banner designs, on multiple sites, in multiple sections of each site. You could tag each banner with a unique ID and measure the click performance all the way through to the goal.
What Type of Marketing Campaigns Should I Test?
You should test every campaign and if you have a goal oriented website, you should test that on an ongoing basis. With the current tools and technologies you can test just about every type of traditional or non- traditional marketing campaign. The following is a list of the types of campaigns you can test; this is not a complete list.
List of Campaign Types:
- TV Ads
- Print Ads
- Radio Commercials
- Direct Mail
- Emails
- Banners
- White Papers
- Trade Shows
- Coupons
- Videos
- Websites
- Billboards
- Mobile Signs
Anything can be tested, and everything should be tested, to make sure that it is being effective and producing results.
Learn More
If you would like learn more about Testing Marketing Campaigns or Testing Services from LeDonne Creative call 412.853.4932 or email info@ledonnecreative.com.
Posted in Marketing | No Comments »
