Speaker: Blend Numerical, Creative Sides in Testing

Share this content:
ORLANDO, FL -- Direct marketing testing is more than simply understanding the science portion, John Marinello told a standing-room-only audience at the Direct Marketing Association annual show yesterday.

The president of Marinello Advertising Inc., Tampa, FL, gave his remarks at a 7:15 a.m. session titled "The Art and Science of Successful Direct Marketing Testing."

"Deciding who you are going to test to and what you are going to test, those are the key elements that make successful testing," he said. "Sounds like a simple statement, but there's a lot more to it."

He offered his thoughts on what he described as creative marketing, in which marketing information is combined with the creative process, "something that, frankly, I see very little of being done."

Creative people and marketing people tend to stay on different sides of the room, he said, tend not to want to spend much time together and tend to be different types of people.

"But in reality they're not different at all," he said. "They're very much the same. They're both creative marketers."

He discussed various aspects of testing. Tests such as envelope color, headlines, teasers, paper stocks and premiums were described as crucial, but he cautioned that they are not the only things worth testing.

His examples included finding new product lines, finding new media, learning who is your best customer to acquire, thinking about developing new businesses, expanding your back end, expanding your customer base, deciding the number of mailings in a series and determining whether adding outside package insert programs to your back end can help your business.

"The list is endless," he said. "The real creativity is in discovering and finding which ones you need to test."

The most important thing direct marketers can learn, he said, is it's important that test development is not exclusive to marketing personnel.

"I don't think creativity is exclusive in the hands of the creative team," he said. "You have to keep an open mind [regarding] what to test. The data you see is only as good as the person interpreting it."

He also advised attendees to know their limitations prior to testing.

"If you allow yourself to involve everyone in the process when trying to decide what it is that you need to make your business grow, you will have success," he said.


Next Article in Data/Analytics

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above