In the big money marketing world, companies are constantly introducing
new products and services. In order to best predict a successful
product or promotion tactic, marketing consultants organize independent
testing services using paid volunteers who fit the target market
segments - this is called a focus group.
The results from the focus group tests help companies adjust product
features or advertising messages to best fit what their target buyers
are most likely to find appealing - and what will generate a sales
action. Focus group tests help marketers determine more accurately
how to create mind share with the consumer, to build or develop
brand loyalty or determine preferences. This is powerful stuff that
helps products succeed. Ad Testing on a Budget
You can do your own testing without spending thousands of dollars
on focus groups or marketing consultants. The internet is a perfect
environment to test classified advertising using low-cost cooperative
services or opt-in email lists.
To test your ads before you run your campaign, run them for a short
period of time on a free classified ad network. Create several ads
to test simulateously to determine which ones get a response to
your call to action. This simulation will give you an indication
of the ad that clearly pulls the most responses, and you'll know
which ad has the best chance of getting responses that convert to
sales.
Now you're ready to place paid advertising - using your high-performing
ads only - on key web sites, in print media, or to send out to qualified
targeted mailing lists (direct mail or e-mail). You'll start out
knowing that your ad can generate the right type of responses -
so when you pay for targeted leads, you'll have the best chance
for a strong response rate for your investment.
©
Copyright 2003 all rights reserved Lee Hansen
ABOUT THE AUTHOR Lee
Hansen is a marketing communications consultant who successfully
combined parenting and a successful career long before it was the
norm.
She founded her marketing and design firm Hansen Communications in 1981, specializing
in helping small businesses develop and grow. Lee manages three web sites, writes articles related to crafts, design and gardening and manages a graphic design business with shops at Etsy and Zazzle. |