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.