Marketing campaigns must be measured
Do you remember the Mean Joe Greene ad from about twenty years ago? (Surprise, it was 35 years ago!)
People loved it! The 60-second commercial won a Clio Award for being one of the best television commercials of 1979. But according to Sergio Zyman, the former marketing czar at Coca-Cola, the ad didn’t generate revenue—so he canceled the ad after only a few weeks.
Marketing campaigns must be measured. If you can’t prove the value, then you shouldn’t be doing it. Examining marketing campaigns is a key part of a market retrospective, part of your product playbook.
About Steve Johnson
Steve Johnson is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team. Before founding Under10, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product managers and hundreds of company senior executive teams. Learn more at www.under10playbook.com
In his spare time, Steve enjoys making music, and has an album available on iTunes. Check out Steve’s music at notExactlySteve.com