Design Thinking for Marketing Part 6: Launch and Learning
Companies who live and die by their design don’t stop. Launching a product is just another step in the design process. It’s the first step in the evolution of the product, where iterations and improvements are developed and released, where more extensive customer feedback (the ultimate UAT – user acceptance testing) gives far greater insight than any internal process ever could.
Marketing should be no different. As I discussed in the previous blog (on the test and learn phase of marketing), the data gathered from online marketing can illustrate trends and patterns that provide incredibly useful insight. Offline, this type of data is more challenging to gather – but with the right frameworks in place, it is possible.
For example, can you place different phone numbers on your billboard compared with your magazine ad, compared with your website? They could all go to the same end-point, but allow you to track which is driving the most activity. Could you include a unique code on each advertisement which gives the customer a discount or special deal (to encourage them to remember it) in order to track offline to online purchases? If you do TV or radio advertising, can you link any spikes in calls or web visitors to the times the ads were aired?
Data like this can and should be recorded, maintained and actively analysed for insight into what works and what doesn’t. Many a company I’ve started working with run ads in the same magazines or run promotions on the same websites because they always have (and are scared to stop, just in case). Sometimes when we put measurement in place, the spend is justified, but many times it’s not.
So launching a campaign is not the time to sit back and heave a sigh of relief. It’s a time to sit forward, monitor the numbers and make calls early to avoid throwing good money after expensive duds.
If you’d like help measuring your offline tactics, we’re here to help.