Just when you thought everyone had approved the creative, someone puts the brakes on.
"We just heard from a customer/partner/analyst/weblog/sales rep/whoever came out of the woodwork lately that our message has to include 'AQUAMARINE'" (or whatever). So "we have to rework the email/directmail/banner/e-newsletter ad to say AQUAMARINE."
Before you add more delay and expense to your campaign, consider these points:
- Unless you're selling low-cost items involving 30-second sales cycles, your campaign is supposed to be promoting the offer, not necessarily the product. Does AQUAMARINE have anything to do with the offer? And even if it does, will it make the offer more attractive? Really?
- Your campaign has been deemed to have a solid offer and message before Aquawhatever came along. Does the fact that Aqua might resonate with SOME audience members mean you need a do-over? Would the added cost of making the change pay for itself in higher response rates?
- Even if AQUAMARINE is an ideal message, what will it take to incorporate it in existing creative? Make the change quickly and you could end up with awkward language and flawed logic -- either of which can kill response rates. Or, take a long time, completely redevelop the creative, and ... well, okay, you just decided to start over. Worth it? You decide.
Finally, look carefully at the source of the AQUAMARINE imperative. Focus group? Anecdotal? One-off? How seriously should you even take the idea?
Of course, when the idea comes from the CEO, it may not be possible to say "no." But you can test -- and you should.
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