We want to quickly categorize project outcomes as good or bad.
Twitter is taking longer to get 10K followers than we expected – it is bad. The marketing promotion didn’t get many clicks – it is bad. There was a 5% increase in attendees to the annual conference – it is good.
What if there’s more to the story? Twitter followers are not growing as fast as expected but Twitter has been a new source to engage and start talking with industry influentials. The marketing promotion didn’t work well but it prompted us to develop a much better marketing story. The annual conference did have a 5% increase in attendance however it was because more people wanted to go to Orlando with their family.
We can’t be so quick to discount something as not working. Or even as working. What did not work yesterday may work today because marketing is a learning process. You are smarter today than you were yesterday. You know more about your members/customers/attendees than you did yesterday.
For more productive marketing make project evaluation a learning opportunity rather than a judging opportunity.
- Why members don’t get involved
- Everything is going to change
- Worried about discontinuing a member benefit?