Has this hit the mark? The target market mark?
The one thing that I feel is important in your marketing is to hit the target, and to do that you need to be testing to determine how close you are to reaching your target market so you can stop testing. That’s right, I said, “so you can stop testing!” The above picture was taken from a resent outing to the store to pick up a few things when this caught my eye.
The Esquire Magazine looks like they are doing some split testing in this months (May 2014) issue. Which got me thinking about, “do you ever stop testing your market?” If you look close at the two issues they are the same, except for the way the cover are are choosing to appeal to different sexes.
The answer to when to stop split testing is YES/NO (I’m not trying to be funny) but I’m saying that there is a point when you do stop. You stop the test! The point that you do stop is at 95% (picture below from Marketingexperiments Slideshare here )
As shown in this slide, when your “Level of Confidence” reached 95% of your “Required Samples” you can stop. So why would Esquire Magazine be doing a A/B split test? After some further review of the magazine and it’s target market (did you know that Esquire has an appeal to women) it’s not really about split testing it’s about appeal.
Does your marketing have an appeal to different targets? To try to market to everyone and everything is about your brand becoming a commodity, but when you’re marketing to appeal to your target (being both to men and women, or marketing to men or women) then you need to make sure you do your customers right by making it appeal to them specifically. Is that what your marketing is doing?