A or B

Many companies set up comparisons in their marketing campaigns. If you are “in” the industry you know this as A (or) B testing. 

If you were around in the 80s you may remember the Pepsi challenge that made subjects try a small – like a 1 oz – sample of each soda: Pepsi and Coke.  Trying them blind, you were to pick the one you prefered. 

Pepsi or Coke? 

I actually remember doing this in the local Pathmark. I don’t remember what I picked, but if I had to tell you today, the answer is Pepsi…unless it is diet, in which case it is Diet Coke… or, after trying to convert to Diet Pepsi in respect to a friend who worked there – eventually, I would choose fresh-brewed, unsweetened iced tea over either of them – or sparkling water…

The entertainment industry does this too: this ending in a movie, or that one? Just think about what marketing did to the movie Suicide Squad – I mentioned this back in August when that movie came out.

Today, we do the exact same thing, but beyond flavor testing or movie previews. We watch the click throughs of emails A or B and then, after testing a small sample of our list, group, customers or target audience. Then, we send the one that resonated with people more and then we sell it, too. You are doing a literal blind test…and you don’t even know it.

~ Dawn aka Hat Girl

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