Welcome back to Marketing Smarts! From brand-building and marketing veterans Anne Candido and April Martini (that’s us) comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. We deep-dive into topics most would gloss-over, infusing real-world examples from our combined 35+ years of corporate and agency experience. We tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

In this episode, we’re talking the art of test-and-learn. Listen to the episode on Apple Podcasts, Spotify, Google Podcasts, and your other favorite podcast spots – follow and leave a 5-star review if you’re exercising your Marketing Smarts!

• Episode Summary & Player
• Show Notes
• Marketing Smarts Summary
• Transcript

Marketing Smarts: Remaining Resilient – The Art of “Test-and-Learn”

Many are struggling to figure out how to make decisions about their business amidst an uncertain economy. In this episode, we discuss how you can stay resilient by adopting “Test-and-Learn” practices. This is the cycle of doing, learning, refining, and repeating. It allows for fast-cycle iteration, saving money and time, and it can be applied to all aspects of your business. We talk about specific practices and examples based on our experience so you can immediately integrate Testing-and-Learning into your business today. This episode covers everything from iteration to refining. Here’s a small sample of what you will hear in this episode:

• How do you use the art of test-and-learn?
• Why should you leverage an expert panel?
• When should you make small bets?
• How do you A/B test?
• What are some examples of how to effectively leverage testing-and-learning?
• Do you have to run testing-and-learning sequentially or can you do it in parallel?
• How do you know when you’re done testing-and-learning?
• Are there times when it does not make sense to test-and-learn?

And as always, if you need help in building your Marketing Smarts, don’t hesitate to reach out to us at: ForthRight-People.com.

Check out the episode, show notes, and transcript below:

Show Notes

• Classics: Remaining Resilient – The Art of “Test-and-Learn”
  • [0:00] Welcome to Marketing Smarts
  • [0:30] Anne Candido, April Martini
  • [0:35] How do you use the art of test-and-learn?
  • [3:04] Leverage an expert panel for quick, iterative learning
  • [4:32] Social Media, SurveyMonkey
  • [5:11] COVID-19
  • [7:52] Starbucks
  • [8:01] Make small bets first
  • [9:08] Anthony Muñoz
  • [9:38] NFL (National Football League)
  • [11:09] Influencers
  • [12:07] NASCAR (National Association for Stock Car Auto Racing)
  • [14:05] A/B test within a defined space
  • [14:39] Google Ads, Pre-Roll Ads
  • [15:59] KPIs (Key Performance Indicators)
  • [19:28] Nike
  • [19:48] Limited Exposure Testing
  • [21:36] Early Adopters
  • [24:18] Do you want to stand out in your industry and get more sales? Show you’re different to attract and retain top talent? Build a brand that drives real business results? Grab your Brand Strategy Workbook at: https://forthright-people.com/brand-strategy
  • “In the Trenches”
  • [25:03] Can you give examples of how to effectively leverage testing-and-learning?
  • [26:08] Tide
  • [34:02] ROI (Return on Investment)
  • [39:07] “4 Ways to Write an Effective Creative Brief with Howard Ibach, Creative Brief Workshops“
  • [41:47] Do you have to run testing-and-learning sequentially or can you do it in parallel?
  • [43:04] Social Media Ads
  • [46:01] PR (Public Relations)
  • [46:56] How do you know when you’re done testing-and-learning?
  • [50:53] Are there times when it does not make sense to test-and-learn?
  • Marketing Smarts Moments
  • [57:32] Learn more about ForthRight Women at ForthRight-Women.com
  • [57:39] Make sure to follow Marketing Smarts on your favorite podcast spot and leave us a 5-star review on Apple Podcasts
  • [57:43] Learn more at ForthRight-People.com and connect with us on Facebook, Instagram, and LinkedIn
  • [57:48] Sign up to view all the ForthRight worksheets & tips for FREE!
  • [57:52] Shop our Virtual Consultancy

What is Marketing Smarts?

From brand-building and marketing veterans Anne Candido and April Martini comes a podcast committed to cutting through all the confusing marketing BS so you can actually understand how to take action and change your business today. They deep-dive into topics most would gloss-over, infusing real-world examples from their combined 35+ years of corporate and agency experience. They tell it how it is so whether you are just starting out or have been in business awhile, you have the Marketing Smarts to immediately impact your business.

How do I exercise my Marketing Smarts?

Thanks for listening to Marketing Smarts. Get in touch here to become a savvier marketer. 

Transcript