The pilot must be allowed to die

Marketing is often trial and error. If something doesn’t work, we should stop, change it, and see if that makes a difference.

Pilot programs and prototypes therefore make sense. We don’t want to pour resources into something that may not be effective. Better to start tiny, then scale up once there’s something that nudges the needle.

Evidence for success will show up at the very beginning. Most responses to advertising, for example, are revealed early in the campaign.

This is why advertising should be rested and restarted. And why it should be changed.

EIGHT EXPOSURES

There’s an oft-recited mantra that it takes up to eight exposures to a marketing message before the prospect is ready to purchase. Notice, Recognise, Discuss, Desire, Budget, Imagine owning, Plan delivery, Buy.

In practice, you’ll get indications of buyer interest long before the actual sale. These may be views, clicks, likes, leads, sampling, requests for a brochure, or visitors to your store. All evidence that the needle has moved.

The most frustrating result is one that isn’t big and isn’t small. Your messages aren’t a failure, nor are they a success.

The temptation here is to soldier away, hoping that the marketing will catch on.

KILL IT OR CHANGE

It takes guts to euthanase a pilot or prototype that isn’t showing early results. After all, we’re optimists, right? We believe that tomorrow will be better.

But let’s not kid ourselves that our new product will take off “next year”. It won’t. Now is the time to rework it or lay the babe to rest.