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Hello Sir/Madam,
We continue this week with our last
topic; Acquisition or
Retention?
Secrets of Acquisition Part
2
So you got the survey data in
and designed your campaign now what?
As the great John
Wanamaker said "Half the money I spend on
advertising is wasted; the trouble is I don't know which
half. "
Its now time for "Test and
Measure", design 3 ads and send them out keeping all
other factors as identical as possible, there is no
point sending one out in December and one in January and
expecting to get a fair comparison. You need to
keep very accurate stats and if possible collect any
additional data you can with questions like “What made
you respond to this offer”, “What age group are
you” and collate all that data. If Ad 2 pulls 45% of the
response and Ad 1 35% and Ad 3 20% then you have your
Prime Image- Ad 2. Based on any additional data you
capture you now tweak the winning image and test that
against your initial Prime response, keep in any
improvements, drops anything that lessens the response
and then you have your winning image which you launch to
the world.
Prospect Marketing
News
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