Trial and Error Marketing

customer serviceThe need for trial and error risk taking extends to the realm of marketing. At first, your marketing strategy will be a shot in the dark to see what works. Entire campaigns will need to be added, dropped, and revised. The only way to see what works is to spend money. Most likely it will take up to 24 months to understand which marketing campaigns and vehicles are the most effective.

The problem is that marketing programs rarely have immediate insights or metrics to understand their effectiveness. For those that do have metrics, they’re often proprietary, so you’ll be forced to measure one program with one metric against another program with another completely different metric. The only commonality between the two is that they both cost money.

Thumbs UpTry This: Launch a series of limited scale marketing campaigns. Test them against each other. See which campaigns do the best. If you’ve identified a winner, allocate more money to that campaign.

Thumbs DownAvoid This: Don’t blindly spread money evenly across multiple platforms. Understand your customer and your industry and see where the other participants are spending money. Don’t approach Trial and Error Marketing like a blank slate, assume others are doing things effectively and try to mimic their approach, then compare it to your own performance.

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