Testing Thoughts

Test costs always look inordinately large, compared to normal roll-out costs, so sometimes we don’t test as much as we should. But if you combine test costs with normal production or roll-out costs, the incremental cost per order is relatively small.    As a percentage of your total production costs, testing may only be 5%-10%.    The purpose of testing is to find new break-throughs.    A 5%-10% lift in response rates will recover your test costs and is a do-able thing. Besides, you should never be satisfied with whatever results you obtain.  As my hero Will Rogers was responded to the question, “What’s considered enough money?”  He replied, “Just a little bit more.”

Don’t Overlook the Obvious
Sometimes in our zeal to deliver an impressive creative achievement, we forget our car keys.   After you have designed and written your trophy-bound format and copy, check this logical inventory for completeness:

(   ) a specific, close-ended, time-limited offer;
(   ) a call to action;
(   ) a practical means for replying.

While this may seem stunningly obvious, in practice there is still ample room for perfection.

What’s the Big Idea?
David Ogilvy said, “Unless your advertising is based on a big idea, it will pass like a ship in the night.”  In direct marketing, that ship will sink.  A big idea is something that will stop people – and get them to think.  It is sometimes about the product.  It is OFTEN about the prospect or customer.  Here’s an example;

There was a company that wanted to create awareness and generate leads (sound familiar so far?).  They targeted marketing directors with a box that read “We’d like to have a word with you.”  Inside the box was a dictionary with a yellow post-it note that said – “Look up ‘Visionary.’ “  When the prospect turned to that page, they found their name listed in the definition.

Before you send out your next direct package, ask yourself, “What’s the big idea?”  If it doesn’t come through immediately, you may want to re-think it.

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10 Marketing Tips to Ponder

1. Know your audience. Successful campaigns get that way because marketers know their audience. They fully understand their needs, how to help meet those needs and how to create demand. Knowing and understanding your audience through proper market segmentation means a well targeted campaign that generates a profitable return.

2.Focus on the offer. A marketing offer is the driving force of marketing promotions that drive results. In fact, market testing has proven that the offer is the most significant criterion for conversion. Focus on your offer if you want to be successful.

3. Split test. Never ever run a campaign without testing something. One of the most common is a split test which allows you to simultaneously test two versions of something. It can be a web page, post card, or email. Split testing is essential for improving performance.

4. Never work alone. The most creative ideas come from working with other creative people. Don’t feel like you need to have all the answers or great ideas. You may start with an idea, but an open dialog with creative individuals will make it better.
5. Don’t sell on price. I’ve seen so many marketers fail because they sell on price alone. This leads to a discounting war, lower profitability, and often bankruptcy. Rather, focus on creating so much value that the perception of price becomes insignificant.

6. Consistent messaging. Consider the entire user experience before you launch a campaign. From mail to website to offer, is the prospect having a consistent user experience? If they are, your campaigns stand above 98% of others.

7. Create value after the sale. As marketers, it’s our job to understand our market segment and build relationships, not dump people off at the front door of our store and walk away. Focus as much of your energy on building relationships with customers as you do prospects.

8. Test. Test. Test. In addition to split testing, you should consider multiple forms of testing in each marketing discipline. For direct mail, test headlines, offers, copy, time of direct mail drop, etc. Consider testing a life long mission.
9.Integrated Marketing Works Best. You can’t rely on one form of marketing to carry you to success. It’s okay to generate most of your leads or sales through PPC marketing if you will but what happens when that dries us? Use multiple media sources to meet your goals.

10. Nothing can replace experience. You can run out and hire all of the best consultants in the world, but you still have to do the work. Nothing can replace actual experience. It will make you a stronger marketer and more successful in the long term.

Apply these helpful marketing tips if you want to be truly successful. These techniques and tips are applied by successful marketers on a daily basis. The result is an ever growing success rate of marketing success

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The Green Green Grass of Home
Kudos to one of America’s neighborhood lawn care companies that reaches beyond the traditional “pay, spray, and pay” service offer.   Their envelope is sent by a local agent whose signed letter includes his card displaying his friendly portrait, phone and website.   In addition to the “deal”, the agent also includes a set of address labels adorned with verdant images of trees and flowers in full bloom.   25% of the sell sheet is devoted to environmental tips.   The special hook is the company’s promise to support the Arbor Day Foundation with a tree planted for every new customer signed.   Compared to two similar self mailers sent by competitive companies, this piece is hard to put down.

It’s Hockey Playoff Time
Timing is a significant factor in direct mail.    While you may calendar significant dates in the production cycle, get beyond your own agenda.   What’s happening out there with your reader?   Anticipate the effects of national holidays, election days and upcoming sports and media events.   Watch your mail plans as closely as you watch your investment plans. Did someone say Lord Stanley Cup will pay another visit to the Pittsburgh Penguins?

Don’t Go To The Well Too Often?
The Cygnus research found that over solicitation is the #1 donor complaint. It’s also one of the top three reasons donors stop giving. Ask your donors how often they want to be solicited. Many have set giving schedules. According to the survey, 23% make gifts once per year and another 21% make gifts on a regular schedule. That’s 45% of your donors.

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Lust
Of course you crave more profits. But trying to appeal to everyone all the time isn’t the way to boost sales. You must target your efforts. Forget about all the people who aren’t interested. Focus instead on the 5 to 10 percent of your list who are. These are the leads you’ll convert into sales.

Pride
Your company mission statement may bring tears to your eyes. But all that proud, chest-thumping verbiage is just empty noise for your prospects. Face it. People don’t care about you, your company, or your product. They only want to know what you can do for them. So talk about benefits and save the corporate banter for your annual report or the golf course.

Problem, what problem?
Which sounds more appealing?    Winning money, or reducing debt?    Try to give meaning to your promotional offer by getting beyond the simple cash benefit.   Compare for example, “your savings is a thousand dollars.” with “we’ll pay your gasoline bill for the next 6 months”.   A local radio station is currently running a promotion where their current tagline is: “The station that pays your bills!”    Much more attractive than “you may win up to $500.”

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