Billboard Advertising in San Antonio

Effective marketing is all about testing.  Most experts in the field will tell you that you should never run any campaign without testing a few variants.  Testing can be as simple as seeing which size postcard gets a higher response.  All you need to do is send one size to one group and send a different size postcard to a group with similar demographics to the first.  You can track the response to both by printing a campaign code on the bottom of each postcard where your customers can see it and asking customers to give you this code when they call in. 

You can test any element: size of postcard, as mentioned above, different creative, different headlines, different demographics, different vehicles such as postcards vs. letters in an envelope.  You can even test such disparate elements as radio vs. TV advertising, various billboard locations, events, etc.  The point is to glean as much information from your campaign as possible and continually hone in on the best way to reach your customers.  All of these elements are testable if you set up your campaign properly.

Once your campaign is over, analysis is the key.  It’s important to have a baseline on your customer acquisition before you start your campaign.  You will need this information to compare any lift in customer response after your campaign concludes.  Also helpful is tracking information over time.  How long does it take for responses to come in after a certain campaign element has been launched?  This will help you estimate response the next time you decide to use this element in your marketing mix.

If you are not learning at least one new piece of information from your marketing campaign, you’ve missed an opportunity to learn something important about your customers.  Your test doesn’t have to be expensive or elaborate, in fact, the simpler you make your test, the better.  The point is to get the information so that you can use it to make better decisions in the future.

-Janet Peavy