SHOW & CHAPTER 47: MARKETING'S GREATEST GIFT - A WINNING OFFER - WILLIAM EASTMAN

Once the new product / service has been built in beta form, the final step is understanding how it performs for the customer.

Using the data collection processes previously established, how well does the new offer perform in the areas of promised results and user friendliness - UX

Show Objective


EPISODE 229: Summary
This is a joint activity between operations and marketing. Operations wants to know what they need to improve and what features to add before gearing up for a major marketing and sales campaign. 

Marketing now knows it has a winner with data and testimonials. It needs from operations what is the final offer so they can identify target markets and start planning the campaigns.

Topics:

• Close out the project - what did you learn - the Numbers
• Close out the project - what did you learn - the Emotions
• Building the Generic Offer to Go Market Wide

EPISODE 230: The Numbers
We covered this in Chapter/Show 7. It is essential your relationships with customers are data based because at this point you have minimized the risks of spending money on things that don't sell.

This is the first half - the skeleton. You need quantitative data (numbers) to measure progress and results. It doesn't provide the complete picture, just the outline.

Topics:

• Point of Sale Data
• Focused Surveys
• Feedback on Offer Performance

EPISODE 231: The Feelings
Now is the time to put flesh on the bones, to paint the entire picture. Adding comments and opinions provides context to the numbers. It helps operations to update the customer storyboard on how the offer is used and what results are expected. It also provides great marketing collateral for the upcoming campaigns.

Topics:

• Input from the Front Line & Users
• Focus Groups - Internal & external
• Executive Debrief

EPISODE ​232: Generalizing the Offer
I will refer you back to Show/Chapter 46 (Taking Your Offer to Market). The reason you started this process was not to build something for one customer, it was to create a new or improved offer for the entire market.

​All that is left is timing - has the expansion started and future customers are ready to buy.

Topics:

• Create Final Report on the Beta
• Review original design notes & update
• Design the Generic Offer - Stop, Continue, Add

Next Show/Chapter 51: Implementation Summary

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