Sharpen Your #2 Pencil

We’ve been tested since kindergarten – and for good reason…to learn.  Testing our media before we actually run it is not only prudent, it’s essential.  If you’re not testing your media before rolling it out, maybe it’s time to go back to school.  

In today’s shifting media landscape, and questionable economic times, we must test our media choices and/or our creative before investing our dollars.  We test to learn…to measure responses or ROI.  We test through media or focus groups, measuring how our target audiences of moms, kids or both, react to our message.  

Test TV, Radio, Print, Online and alternative media.   Test on a small spend to see if your big spend will generate the results you are looking for - BEFORE you roll out our campaign.

Before you test, you must define metrics.  What are you testing?  What are you trying to achieve?  What do you want to learn?  Which media is your best performer?  Do you want to measure who buys, what they buy, when they buy it and where they buy it?   Do you want to measure day part effectiveness?  Or market penetration?

Testing will save you money and make your media investment dollars deliver the results you are after.   If your test works, roll it out to additional markets or nationally.  After all, wouldn’t you rather spend $100,000 on a multi-market test before investing $1,000,000 on a failing campaign?  Through smart, strategic testing, you can orchestrate an efficient media test that will arm you with essential must have learning.

David Becker, President, Blue Plate Media Services

Published 05.23.08