Business is good I have to admit. Recession be darned, Media Two is continuing to forge ahead on the notion that one day soon the sleepy little town of Clayton will be the interactive capital of the world. With corporate marketing budgets becoming more and more focused on the DR that interactive media provides, the comment I’m hearing more from new clients is “We’ve tested online, but it wasn’t great. How do we make sure another test is successful?”
Hmm… good question! Unfortunately there’s rarely enough time for me to complete a response. Two things will generally happen. They lose interest and start snoring on the other end of the line, or I lose my voice. Either way, it’s a struggle to try and package all of that into a nice neat box. That said, if you want an analogy I say you should buy the cow rather than the steak.
It seems to me that over the last few years the buzzwords have been piling up. Quite often we’ll get referrals that want very specific campaigns… email only, behavioral, or affiliate for example. There’s certainly nothing wrong with that. In fact, it’s good to have a client with vision, but the thing that always comes up under those circumstances is that the “need” for a (insert buzzword)campaign is unfounded. I’m not trying to advocate that every campaign should incorporate every single element of interactive media. That would admittedly be a huge strategic mistake. What is important, however, is that the research and due diligence be done to warrant a campaign’s strategic parameters. Buy into the notion that success comes from a well rounded approach rather than trying to throw darts while blindfolded. So in keeping with our theme to define best practices, here’s a quick hit list of what should be done between both client and agency to ensure that another test is successful.
1) Set the bar – Is it a certain CPA, a target ROI, number of leads, or brand reach. Define goals from day one so the strategists and designers have a focal point. This helps not only as a negotiation point with publishers, but it ultimately leads to clearer communication between agency and client.
2) Study hard – The test we’re talking about here is not multiple-choice. As an agency, we need the opportunity to define all possible scenarios, identify all target touch points, complete competitive research, and bring that into a comprehensive media plan that aims squarely at numero uno above. If this is done and done right, the parameters will become abundantly clear before the first dollar is spent.
3) Let the play develop – My coach drilled this one into my brain. “Son, you can’t throw a fade route if you don’t let the receiver fade first.” Same thing goes for optimization. It generally doesn’t happen overnight. You have to let trends develop before you can accurately assess the situation and react accordingly. There’s rarely been a campaign that has achieved its objective in the first few weeks. Much less the first few days. Let all aspects of optimization take place before judging success.
Sure there’s a ton of other intricacies that play into meeting end objectives, but as a general rule, following these three will put both the client and agency ten steps ahead of the competition. Now what did that funny ad say about keeping your business plan a secret? Oops!!!
No related posts.