All great brands start with great stories. Those stories are created as videos, ads, product copy, social media campaigns, apps, site information and other channels. But how do you know which stories to tell? And once you’ve told those stories, how do you apply lessons learned to future campaigns?
Evidence-based marketing is incredibly useful for any go-to market strategy, but it shouldn’t end there. The film industry is a prime example. For decades, Hollywood has employed evidence-based techniques to help predict which films might be most appealing to specific audience segments. Because films are so expensive to create, the industry has chiefly relied on historical box office data, combined with small, highly targeted focus groups and opinion polls. This process happens before the films are marketed, and in some cases, before they are even created, so that the marketing messages have the best possible chance of connecting with an audience. It’s a good collaborative process that often results in large opening ticket sales. But it’s far from perfect because it is not inherently agile. The messages do not typically change in response to real-time reactions. If ticket prices lag, it’s generally assumed that the film isn’t good enough, or that it is too late to change the messaging.
For most brands, evidence-based marketing campaigns should be agile enough to shift perspectives, messages and even target audiences based on response. We live in an age where many marketing messages can and should be crowdsourced. Likewise, evidence-based marketers should use technology to measure which creative concepts connect with audiences, because making a meaningful connection with an audience is often the very thing that drives sales.
The strategists that author this blog offer real-world examples of how evidence-based techniques can be applied to help creative, sales and marketing teams reach their goals. We look forward to hearing your stories as well.