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Cuno used FedEx and the Beatles as examples of a business and a band that many prominent folks said would fail. Meanwhile, despite big endorsements for New Coke and the Edsel car, both proved to be major flops.
In other words, your gut can be dead wrong.
Leap 3: "Surveys and focus groups show … "
Survey and focus groups can be very popular, but Cuno says you should be very wary of their data. It's much more important to rely on what's truly established, because you cannot trust the market to self-report. Test and track actual consumer behavior to determine what they DO, instead of what they say they might do. Watch what they do and count!
Leap 4: "Sales are up … "
A often didn't cause B. As Steve has said, "Crediting a sales surge to a prior campaign with no more criteria than relative timing is like deciding your neighbors painted their house because you painted yours. Without more information, all you know is that you might be right."
Leap 5: "Yeah, but … "
Or call this "Moving the Target." Cuno remarks that even if your direct mail campaign won a Clio, if it didn't tell anything, it didn't sell anything. Don't pick one little thing in the mailing that went well. Stick with the original objectives and hold the campaign accountable.
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Secrets of Direct Marketing Testing
PURLs for Profit
