Trialing a New Marketing Strategy? Start Small & Test Early

The dramatic flop of 3D TVs is a perfect lesson on why strategy has to be open to change.

Back in 2010, 3D TVs were being lauded as the next best thing.

'Get the cinema experience in your living room!' they said. 'Look, the Queen loves 3D too!'

The reality was uncomfortable glasses, headaches and living rooms that still felt like… living rooms.

Yet marketers kept persisting, raving about the benefits while ignoring the very 4D feedback.

The results:
- 2011: 3D TV prices were slashed by 33%, just a year after mass production begins, with Sony already posting losses
- 2016: Samsung, LG, and Sony stop 3D TV production altogether
- 2017: The market is dead in the water

Marketers fell in love with their strategy, instead of listening to their customers.

When it comes to new and untested marketing campaigns, I always advise clients to start small and test early.

Working with an education group, we debated new brochures, an updated website and a multi-channel campaign.

What actually worked? Well-crafted, tailored emails that were simple, direct and clear on benefits. That approach has won 5 new retained accounts in 12 months.

For busy founders, effective marketing doesn't need to be complex at the start. It can be as simple as:
- One LinkedIn post a week sharing views on new sector regulations
- Five comments a week on posts covering your area of expertise
- A short article helping others navigate a common industry challenge

Trial them. Gather feedback. Adjust. Then build from there.

Your marketing strategy doesn't need to launch in full 8K. It just needs to land with the right audience.