Testing and Measuring
By Action International Business Coach Michael Bedard
Business coaches with Action International use the term testing and measuring frequently. This practice forms an essential part of our ongoing mentoring programs with clients. What are we talking about anyway? It's quite simple�read on.
Why is testing important? We don't realize it but we test everything in our daily lives. You always take a new car for a test drive before you sign on the dotted line. When you go shopping at the supermarket, clerks are standing in the aisles with samples for you to test before you buy. Waking up in the morning and checking the weather before selecting your clothing for the day is also a form of testing. See� we do it all the time� we just don't think about it.
Yet businesses persist in embarking on expensive marketing campaigns with little or no idea of the outcome. These same businesses will spend thousands of dollars on an ad campaign and hope they get a response. Action International firmly believes in testing a new ad campaign before the majority of the budget is committed. It may be a whale of an idea� but, face it�no one knows with certainty, the outcome of a daring new campaign. We at Action suggest that our clients commit 10 � 15% of the new campaign budget and test for the outcomes.
Business coaches with Action International use the term testing and measuring frequently. This practice forms an essential part of our ongoing mentoring programs with clients. What are we talking about anyway? It's quite simple�read on.
Why is testing important? We don't realize it but we test everything in our daily lives. You always take a new car for a test drive before you sign on the dotted line. When you go shopping at the supermarket, clerks are standing in the aisles with samples for you to test before you buy. Waking up in the morning and checking the weather before selecting your clothing for the day is also a form of testing. See� we do it all the time� we just don't think about it.
Yet businesses persist in embarking on expensive marketing campaigns with little or no idea of the outcome. These same businesses will spend thousands of dollars on an ad campaign and hope they get a response. Action International firmly believes in testing a new ad campaign before the majority of the budget is committed. It may be a whale of an idea� but, face it�no one knows with certainty, the outcome of a daring new campaign. We at Action suggest that our clients commit 10 � 15% of the new campaign budget and test for the outcomes.
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