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Connexus : Issue 42
THE BUILD, MEASURE, LEARN, ADAPT MARKETING CAMPAIGN FRAMEWORK WORKS LIKE THIS: 1 Build campaign Segment your customer base and develop at least two di erent marketing campaigns using diferent creative design and special o ers. You may also want to select di erent marketing channels such as web, mobile and direct mail. Ensure there is no unintended bias in the two segments. For example, one member segment may have a postcode near the ocean and respond better to a beach-type theme. Each segment needs to have around 1,000 people to ensure the sample size is large enough to learn from so that the campaign can be improved. 2 Spilt test Implement both campaigns simultaneously to di erent customer segments. 3 Measure and learn Measure results to determine which campaign worked better and why. 4 Adapt Using the results, adapt the next version of the campaign to split test again. Run the updated campaign across new segments of the customer base. 5 Measure and Learn -- Track and measure the results. Finalise the campaign and run it across the entire customer base that quali es for the product or service you’re promoting. 5step BMLA in a nutshell A wine tasting test performed in 2007 in the UK highlights this point. A magnetic imaging device was hooked up to wine tasters’ foreheads to measure brain activity when they tasted wine. Despite being adamant they would not be infuenced by wine labels, the researchers found that when they tasted wine from a bottle that was marked with a premium brand label, their brain activity was greater than when they tasted the same wine from a bottle marked with a lower cost label. They actually enjoyed the premium branded wine more, even though it was the same wine! Focus group testing can be a trap too, when groups are dominated by a few, and `group think’ skews the results. For example, a recent successful life insurance campaign from Life Direct in South Africa tested very poorly in focus groups because people believed it to be very `cheesy’. Nonetheless it went ahead and is now often quoted as one of the country's most successful campaigns. Many people know the story of the Sony Walkman, a dismal failure in focus group testing, but subsequently a market leader. A BMLA approach uncovers winning campaigns earlier. In short, if you aren't using BMLA, you could be missing out on important income and greater member satisfaction. Anthony Brown is CEO of NobleOak Life. www.abacus.org.au 43