Special Report: Driving Innovation
Finally, sometimes it pays to do the opposite of what everyone else is doing, asserts Johnson. “I like to go against the grain and do a test that’s different because it’s going to stand out ... If the messaging is relevant, it will work.”
This can mean using counterintuitive techniques—for example, choosing jumbo envelope packages when competitors are mailing letter-rate formats or testing longer letters when experts advise keeping things short and sweet.
Whatever marketers choose, however, the ultimate key to success is one that never goes out of style: rigorous testing. “Just because something saves money in postage, doesn’t mean it’s the best decision,” advises Kleinfelter. “You really have to test the stuff and do the math.”
Amy Syracuse is a London-based freelance writer. She last wrote about Actelion Pharmaceuticals’ loyalty marketing tactics in the April 2007 issue of Target Marketing.