Testing Hidden Markets (1,296 words)
The next step is to develop two test packages to run against the control in a perfect A/B/C split. While the product and price remain constant, the creative positioning, emphasis on benefits, style of graphics, physical format, and premium offer should all vary.
Whichever way you approach market segmentation, the prospects are reasonably good that you'll at least end up with one package that beats your current control and, with good fortune, you'll develop a control package for each segment of your universe that, in total, yields more than your current single control.
As a bonus, successful segmented marketing also holds the promise of expanding the universe of lists to which you can mail profitably. Try it. In the late Dick Benson's parlance, "It's test-worthy."
Malcolm Decker is president of Malcolm Decker Associates. He can be reached at (203) 422-0518, or by e-mail at email@example.com.
Create a Different Control for a Different Audience: "Writers" responded better to this test of the "Growing Up" concept than "wannabees" who apparently were less able to project themselves as authors of children's books.