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
• My services work, getting my clients increased sales.
With ideas I suggest to my clients (mostly website related), we usually go with our combined judgment and often the client leans on me.
To make my judgments, I rely on past experience, information I’ve gleaned from constantly studying how I personally respond to ad campaigns, and, most importantly, my instincts. So far, it’s working quite well for my clients.
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.
The article was music to my ears and confirmed my own preference to go with my instincts.
What it means for you, the small business owner, or, heck, even a big business firm, 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 Web Tip #162: Allstate’s “Mayhem” example proves that ad testing is not necessary for successful advertising campaigns.
