What Makes Testing And Measuring Successful?

Testing and measuring needs to be systematic. You need to decide how each method will be tested and measured prior to starting. You will also need a system of recording the information. A simple spreadsheet can be an easy way to do this.

Test On A Smaller Scale First

If you are planning a direct mail campaign, test a smaller number on a targeted group and count up the responses you get before you send out the larger batch. If it doesn’t work well enough you will have a chance to fine tune the approach, then try a different headline or a different offer.

Get Team Understanding And Support

If you have a team of people working in your business it is likely that they will be involved in gathering customer response information. The more they understand about the importance of finding out what is working and what isn’t the more likely they will be to follow through with the system necessary to get it right.

Choose The Right Measure For The Right Method

Make your measures creative and different. You may make a specific offer in one advert. You might have a particular response process that applies to a sales campaign that enables you to track the results. You could propose an outrageous freebie in a local directory listing. You may set up different codes or reply references on email campaigns. You may have signed up to a website traffic report. The measure will need to be appropriate to the marketing method used and easy to monitor.

Ask People Where They Heard About You

Asking people where they heard about your business is probably the easiest and most instant way to get answers. Get everybody in your organisation to gather this information. It can be done on the telephone when you get an enquiry. It can be asked in conversation or at the end of a customer transaction. This information needs to be recorded, collated and evaluated.

Your Test And Measure – Special Response Checklist

• What marketing methods are you using at the moment?
• How are you testing and measuring the return you get?
• Do you know what is working best?
• If not, what could you do to introduce relevant measures?
• How could you systemise your testing and measuring process?
• Decide on what you can test and measure.
• How you are going to do it?
• How and who is going to record the information?
• Review results and make decisions.

How To Use This Information

The information must be used to optimise the return you get from your marketing. Cut out those methods that do not work after thoroughly testing and fine tuning. Use more of the methods that work by doing everything you can to maximise impact.

For example if your window display is one of the most popular customer magnets, then make the most of it. Change the display, promote special offers, use it to introduce new products. Keep it clean and clear. Use testing and measuring to support continuous learning about your marketing and your customers’ responses.

32 Choosing The Best Methods To Market Your Business

What Are The Best Methods?

The best methods to market your business are those that enable you to target the right people with the right message and gain the greatest return on your investment.

Why Is It Important To Analyse The Right Methods For Your Business?

There are so many methods out there in the marketplace to choose from that you could be overwhelmed with information and possibilities. There is a lot to learn about how each method works and what is involved in getting it set up. It is important to understand and appreciate how each method could form a vital part of your marketing strategy before you make big decisions about how you spend your marketing budget. Poor decisions can result in a lot of wasted time and effort.

Your Challenge

Your challenge will be to avoid getting overloaded with information and allowing that to stop you taking action. Paralysis by analysis can be a problem for many. Find quick and easy ways of exploring the potential of the marketing methods that could be ideal for your business. This book is designed to give you the essentials, enabling you to move forward swiftly to create a strategy that has the best chance of working for you.