The greatest mistake you can do in Marketing is not experimenting!
“We have always done it this way…”; “That will never work…”; “That is not a industry standard way of marketing products in our industry”; “We couldn’t do THAT!”
I am sure you have heard one of these put downs, and reasons why you can’t or should not introduce innovation into your marketing programs. They all signal wrong thinking about the purpose of marketing.
The only way you will determine new and innovative ways to find customers, intrigue clients, or differentiate yourself from the completion is by experimenting. Yes I am advocating that you try something new, be off the wall.
Now I am not advocating that you throw common sense out the window, or do something unethical or legal, but I am suggesting you get out of your comfort zone occasionally and try something new, or simply try a technique used in another industry. You might be pleasantly surprised.
But mitigate your experiment by testing it first on a small segment of your market, perhaps geographical, or some other demographic. Then MEASURE the results! If the initial result is positive, try it on a different segment of your market or otherwise scale it up. If it was a total flop — well you only spent a small amount and only touched a small part of your market.
Don’t just experiment with new things. Innovate with your existing marketing campaigns — try changing up the colours you use, or the size of the font, or the graphics you use – change the voice of content from second or third person to first person. Just keep your eye on the ball.
The bottom line is:
1) Experiment – but do it small
2) Measure – to understand why it worked; or didn’t
3) Ramp up successful experiments to full scale; file the rest as lessons learned.