One key discipline of successful direct marketing has been to test
marketing communications tactics to continually improve results. There
is now an alarming trend according to a recent survey that we conducted
among business-to-business marketers who are readers of Sales Lead
Report.
Only 24% of the marketing professionals surveyed said they usually
or always test their marketing communications tactics before rolling
them out.
The survey was completed by 280 of 940 subscribers who received and
read a special edition of the enewsletter Sales Lead Report.
When asked if they test marketing communications tactics before rolling
them out:
Less than 5% (4.5%) said they always test;
Less than 20% (19.5%) said they usually test;
27% reported they occasionally test;
Nearly 34% (33.7%) said they seldom test;
15% (15.2%) said they never test.
In other words, nearly half of the survey participants (48.9%) said
that they seldom or never test marketing communications tactics before
rolling out their campaigns.
When asked about the reasons for not testing:
More than 50% (50.7%) said they had no time for testing;
Almost a quarter of those surveyed (24.8%) said they had no budget
for testing;
More than 16% (16.3%) said they had no systems for tracking test
results;
Just over 8% (8.2%) said they had no need for testing.
The survey further showed that fewer than 5% (4.6%) said they always
test and more than 19% (19.5%) said they usually test marketing communications
tactics before rolling them out.
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Based on those who do test:
A little over 41% (41.1%) percent said the audience was the most
important thing to test;
Nearly 39% (38.7%) said the offer was the most important thing
to test;
Almost 15% (14.9%) said the copy was the most important thing
to test;
Just over 5% (5.38%) said the media was the most important thing
to test.
Successful direct marketers have always touted the value of testing
in making the ‘scientific’ decisions about their campaigns. In today’s
economy, sadly, testing appears to be considered an optional activity;
one that is used only for very large campaigns or when prospecting
for new audiences.
This is an alarming trend. Eliminating testing because of cost is
like playing Russian Roulette with your marketing campaign. Sometimes
you’ll be safe, and the campaign will bring results. But you’ll never
really understand why. And unfortunately, one major marketing failure
could put a massive hole in your growth strategy.
Think long term vs. short term to reap the sure-fire benefits that
testing will give to your marketing campaign.
About the Author:
M. H. "Mac" McIntosh is described by many as one of America’s leading
sales and marketing consultants and an authority on inquiry handling
and sales lead management. Visit his website at http://www.salesleadexperts.com,
email Mac at mcintosh@salesleadexperts.com or call him at 1-800-944-5553.
Read this newsletter at:
http://www.MarketingNewz.com/2004/0616.html
By
M. H. "Mac" McIntosh