How to implement proof of concept in marketing
The proof of concept framework is easily adapted to creating a viable marketing campaign.
You create your workflow by following a series of established steps and applying your problems to each step, then figuring out how to overcome the problem, apply a solution, or act on the step.
Implementing proof of concept in your marketing campaigns is relatively easy and requires you to follow a few simple steps, such as:
Identify your objectives
Identifying your objectives, or setting your goals for the product, helps you create a measurement for product success. Using SMART goals lets you break down your objectives into a guideline that helps you move the proof of concept forward.
Define your target market
You need to know who is most likely to buy your product or service before you can actually create it. This will save you money on your final marketing efforts and help you refine your plan to create a marketing campaign that appeals to your desired demographic and customer profile.
Develop and test your prototype
The product or service you're looking to market may not be ready to launch, but it is in a state where it's considered a minimum viable product. That means you can take the product or service to the public for testing to determine how the target market reacts to it and determine what works and doesn't for the consumer.
Getting user feedback from your focus groups and surveys helps you understand how well your marketing efforts will work. Always be sure to solicit honest feedback, as brutally honest information shows you where things are going right and where they need improving.
Analyze the results
The data collected throughout the development process tells you how your ideal customer reacts to your product or service.
By looking at your marketing materials, you can see how much time a customer spends looking at and considering your product before they buy it. It also shows where the marketing is lacking or goes too far in one direction, and where changes need to be made before going live.
Implement your product or service
Once you've completed the proof of concept development process, it's time to implement your product or service and watch your efforts turn into real-time sales.
Your hard work and planning gave you a good idea of how well your product or service will sell, enabling you to sit back and guide your team through the marketing rollout with the least amount of stress.
Leverage proof of concept in your marketing strategy
Planning is a normal part of any marketing strategy, but proof of concept takes it to another level. It removes the guesswork from your ideas and concepts and saves you time and energy figuring out how to position your product for the right audience.
You also save money on the development process and increase your profitability. Last, but not least, using proof of concept for your marketing processes helps you reach more customers who are likely to buy the product or service, expanding your brand’s reach.
At Mailchimp, we can help you learn more about how to market your business, how to identify your ideal customer, and how to use analytics that shows you how well your marketing efforts are working.
We feature a robust content library covering everything from how to start your business to finding your target audience, so you can grow your business into something you can be proud of.