Iterative Marketing Podcast Episode 24: New Program or New Creative?

Iterative Marketing programs are not set and forget. Learn the signs of when it’s time to change your ad creative or to launch a new program entirely.

In this episode, we discuss…

  • The definition of a program is a defined objective, for a defined audience, with no definitive end date.
  • When the objective or audience changes, we should create a new program.
  • The definition of a creative change is when the “bones” of the program stay static but the ad creative needs to be refreshed.
  • There are two types of creative:
    • Branding Creative – used to reinforce the brand in peoples’ minds. Not trying to evoke a measurable, response.
    • Direct response – used to drive a response, gather, and measure data.
  • The truth is in the data when it comes to identifying when a creative change is necessary.
  • If there are frequent changes in the audience, there will be a lot of program changes. But, ad creative can last longer.

For more information on the charity in this episode, please visit Teen Challenge.

The Iterative Marketing Podcast,  a production of Brilliant Metrics, ran from February 2016 to September 2017. Music by SeaStock Audio.

Learn more about Iterative Marketing and listen to other episodes on Apple Podcasts, YouTube, Stitcher, SoundCloud and Google Play.

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