Social Media Posts Can Make For A Hotbed of Testing

I hear it a lot; how do I get started with "A/B" testing? I agree that it's not as simple as diversifying your email subject line and hope to make a monumental business lift. Moreover, more and more businesses are doing their marketing internally and therefore, don't have creative agencies that might do spending against focus groups, or do preemptive testing within a crowdfunding environment. Lastly, if you are dealing with an agency or creative house, you know that it can be extremely costly to make large campaign shifts.

Enter social media posts —

One of the many things that you could do is to create a "one-off" piece of creative and run as a social media post against your primary channels. It's not to say that you will have an overabundance of success with one particular post. However, boosting/promoting posts is relatively inexpensive, can be done in a short period of time, and can render even if minimal analytical results that you contest against. You'd be suprised how often this little trick is overlooked.

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The agency likes it. The agency sells it well and the client likes it. Then off it goes with minimal testing (in some cases) if any testing and you're DUMPING scads of budget against a 6-month runner and praying for results. See the nice part about social media posting is not only can you test variability against large differentiations in creative but you can then dial in one piece and test subtle teaks to the CTAs and actionable offers.

The key to doing A/B testing was social media post is not much different than anything– be consistent with each one. Don't favor any particular piece of creative and assign the same amount of money to each individual insert as its own campaign – say one week at $100.

Once you've received your analytics back after the week, start to make tweaks against a silo'd campaign (while you test another creative outside of this directive) that has variations in specific attributes of called to action and content of the offer. Each time you rotate a cycle of creative, be sure to analyze your cost-per-action (or acquisition) dependent upon your business model. From there, as you adjust your creative spend, more money can be applied to the granularity in messaging to ensure the best combination of elements is working for you.

Now when you start down the path of ramping up a budget to a larger more complex content deliverable, like OTT or influencer campaign, you can do so with the knowledge that you've done far more than passive testing to ensure success.

Here’s an examples of a couple of creative pieces from various “micro-campaigns” that we’re testing online.

Posted on August 19, 2019 and filed under Advertising, Strategy, Process.

Krav Maga Marketing For Big Fish

Whether you're an agency, influencer or someone just trying to impress, you have to go the extra mile to make that first impression. I award the agency PUSH, in Orlando Florida (where I once called home) for showing me that the simple act of dressing up a proposal beyond the norm might be the difference between getting the gig and being lost in the shuffle.

Such is the case with my friend (and client) David Kahn Krav Maga. Recently we share the opportunity to explore the MA Supershow in Las Vegas with an invitation from Century Martial Arts (Century). For those in the know, Century is not only a giant in the retail and martial arts school space, but they're innovators that shape the industry. Their brand umbrella own Black Belt Magazine, MADrills.com and have countless cooperative relationships with other products that support the future of this incredible marketplace.

This introduction to Century is what lead us to send them our product-pact – and when we did, we pulled out all the stops.

Posted on August 15, 2019 and filed under Brand, Business, Process.

Creative. Professional. Goals.

Why did you start in your chosen creative field? Did you know someone that did graphic design? Maybe it was a cool illustrator, graphic novelist, game designer, or perhaps you were just the only person in the room that liked watching the commercials. Whatever the reason, it's essential to hold on to those things that made this career fun, inspiring and gives you a little emotional high when doing it.

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I'm not here to tell you what that "thing" is, or is not. What I am here to tell you is that you can't leave that thing behind or the spark will surely stay with it. This is why I do a fair amount of work at low-2-no-cost to [some] of my clients. With that comes a great sense of freedom in that I can explore and push the boundaries of my services as much as time, and my creative throughput will muster.

Enter Ferrelle Surette – at the dawn of Instagram I stumbled upon his images and quickly was enthralled with the honesty of the images. Almost a decade ago I wrote an article that featured a slew of folks that I felt really embraced this little square medium.

Since that time I've befriended Ferrelle, and we've become fast friends — watching our daughters grow up and sharing a love for giving back. He found his path in that time was to take bikes people intended to through away, recycle them, and then give them away. Since that time, I helped him brand "Recycled Cycles of Texas" – we've done all kinds of swag but nothing formal like a website. So I'm truly excited to launch his project as my project.

So if you want to do me a solid, throw a couple of dollars his way, tell that dirty hooker I sent you too — you'll be doing more, for people with less, than most.

Posted on August 12, 2019 and filed under Brand, Business, Photography, People.

The Disney Blog — An Epic Model of Fandom

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So one of the many peers that I HIGHLY respect is John Frost who, besides being an amazingly thought provoking social media and content marketing specialist, also owns and operates “The Disney Blog.” To say that he’s a passionate fan of Disney would be to say a bolt of lightning has a bit of zip to it. He tirelessly has kept this blog, current, interesting and family friendly since blogs weren’t cool.

So when I had the chance to scoop him on getting to see Star Wars: Galaxy’s Edge at Disney’s Hollywood Studios I knew I wanted to get him as many images as possible to tease the opening of this amazing attraction. [READ MORE HERE]