Easy Furniture Web Tip 162: Ad Testing: Not Always a Good Idea
Furniture Industry News Update -
Furniture World Magazine
Allstate "Mayhem" campaign shows that sometimes it is best to go with your instincts.
By Katherine Andes
As a solo-professional, I used to get intimidated by big marketing firms with research departments who had the resources to “test” all their marketing efforts.
Gradually, I got over it because my clients are mostly smaller guys who can’t afford big marketing firms with research departments, and my services work for them.
With ideas I suggest to my clients (mostly website related), we usually go with our combined judgment.
I rely on past experience, information I’ve gleaned from constantly studying, how I personally respond to ad campaigns, and, most importantly, my instincts.
Then I read that Allstate ran the wildly successful “Mayhem” insurance television campaign, and didn’t test the ad as is usual for top national brands. You can read the article here.
What it means for you, the local furniture dealer, or, heck, even a national manufacturer, is that you need to trust your own instincts for marketing more than you may be inclined. You have a wealth of experience both as a business-person and as a consumer yourself. Trust your gut.
True, not every marketing idea you rely on your instincts for will work, but neither will everything you test. And I have a hunch that instinctual decisions perform better … hmmm, someone should do a test she said with a smile.
Easy Furniture Web Tip 162: Allstate’s “Mayhem” example proves that ad testing is not necessary for successful advertising campaigns.
Katherine Andes specializes in web content development and search engine optimization — including page customization for storefront and franchise web sites. Visit her website www.AndesAndAssociates.com or phone her at 559.589.0379.
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