Re: Field of dreams - or screams?

<i>>Date: 1 Mar 1996 18:25:31 -0800</i>
<i>>From: josh@brain.com (Josh Reynolds)</i>
<i>>Subject: Field of dreams - or screams?</i>

<i>>Well guess how sensitive web response is to graphic text & images</i>
<i>>artfully folded into a banner? In one test we found reversing</i>
<i>>two words (before & after the word- and) created a big jump</i>
<i>>in click-thrus to our site.</i>
<i>></i>
<i>> So now that you've built IT &</i>
<i>> you've got em coming,</i>
<i>> how are you gonna close em?</i>
<i>></i>
I had to respond to Josh's post. The exigences of print DR and DM have been
tried and tested over eyars inside the successful comapnies (and usually
ignored in unsuccessful ones 8-). However in DR on the Web we are right at
the beginning. I would be interested to ask Josh, and others on this list

1. How did you set up your test?
2. What did you change?
3. The lessons for the rest of us...if you care to part with your acquired
wisdom?

I tell my customers to build in response and test, and to look to pay for
tests at some percentage of the whole campaign. Unfortunately the people who
do Advertising are usually one sort of corporate species (Corporate above
the line marcoms) and the people who (want to) do DR another (Product
managers) and the people who are doing the web a third (IT people). In
advertising I have seen $ millions spent with no thought of test and
measurement, in Product brochures a single 8-12 page four color will cost
upwards of $200K, and on the Web we're getting people balking at $10-25k for
marketing.

Just leads me to the conclusion that I teach all the time, when you are in
marketing and managing by activities (the next ad, brochure, website), you
won't manage to get results.
David Petraitis
Mar=E9 Conseil
Marketing and Re-engineering
ch. Sous les Roches
1264 St-Cergue, Switzerland
Telephone: +41-22-360-3181

DavidP@mare.ch
&lt;a href="<a href="http://www.mare.ch/">http://www.mare.ch/</a>"&gt;http://www.mare.ch/&lt;/a&gt;

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