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Posted Oct 28 2011 12:08am

Don’t shotgun

A popular way to test different messages and reach your target population quickly is Internet advertising. Unlike TV, Canada Goose Solaris Parka, radio or print, Tory Burch Ankle Boot, Internet-based campaigns are relatively cheap and highly trackable. Use the Internet to test out different messages, advertise on different Web sites, and gather feedback quickly from customers about what works. You can then apply your findings toward riskier (and more expensive) media.

Finding the winning hand

The last thing you want to do is try a “shotgun” approach toward marketing where you try everything at once and wait to see what happens. This can get very confusing because you often don’t know what’s working and what isn’t. Instead, focus on a few strategies at once, measure them completely, Canada Goose Women's Jackets, and then try a few more.

Double down

faster we put that money to work, the more money we generate from additional customers. The math is straightforward, but getting there can be a little tricky.


Wil Schroter is a serial entrepreneur, author, and public speaker. Wil has been recognized as U.S. Small Business Person of the Year, twice as the Ernst and Young Entrepreneur of the Year (1999 & 2004), and is a member of the Business First Top 40 under forty. Connect directly with Wil at Visit

- Wil

Your goal here is to find the campaigns that will give you the opportunity to invest significantly more dollars with a nice short term return. If it’s the right campaign, you will be able to spend incrementally more every month, Tory Burch Sandals, constantly rolling last month’s proceeds into next month’s increased marketing budget.

It would be easy if we already knew what marketing strategies returned quickly and could just double up our bets on those efforts. Unfortunately we don’t know what works until we try it, which costs money and time. Finding this winning hand to double down on can become a job unto itself.

Once you’ve found some strategies that work now it’s time to put your money down. Invest heavily in those campaigns and keep plowing the returns back into the same winning hand. This is how you scale your marketing to create the types of campaigns that move markets and win customers.

Fast growth companies are always looking for ways to exponentially increase their marketing spend, Nike Shox, but only on campaigns that have a demonstrated track record for success. Next time when you come to the table with the big boys, look for that winning hand, Louis Vuitton Umbrella,Louis Vuitton Umbrella, double down on your bet and clear out the competition!

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