~sivers/sive.rs

ref: b2f50afe9f3a46f2848387525ab5fefcaad1de58 sive.rs/site/testm -rw-r--r-- 2.7 KiB
b2f50afe — Derek Sivers ArtistData is gone 5 months ago
                                                                                
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
61
62
63
64
65
66
67
68
69
70
71
72
73
74
<!DOCTYPE html>
<html lang="en" dir="ltr">
<head>
<meta charset="utf-8">
<title>Test marketing | Derek Sivers</title>
<meta name="description" content="If you want a bigger company to help you some day, imitate what food companies call “test marketing”.">
<meta name="viewport" content="width=device-width, initial-scale=1">
<link rel="stylesheet" type="text/css" href="/style.css">
<link rel="alternate" type="application/atom+xml" title="Derek Sivers" href="/en.atom">
<link rel="alternate" type="application/rss+xml" title="Derek Sivers podcast" href="/podcast.rss">
<link rel="prev" href="https://sive.rs/rounded">
<link rel="next" href="https://sive.rs/gbp">
</head>
<body id="article">
<section id="masthead">
<h1><a href="/" title="Derek Sivers">Derek Sivers</a></h1>
</section>
<div id="content">

<article>
<header>
<div class="blogparent">from the book “<a href="/m">Your Music and People</a>”:</div>
<h1>Test marketing</h1>
<small>2000-04-01</small>
  <audio src="https://m.sive.rs/sive.rs.testm.mp3" preload="none" controls="controls"></audio>
</header>

<p>
	If you want a bigger company to help you some day, imitate what food companies call “test marketing”.
</p><p>
<strong>
	When companies create a new product, before they try to release it to the world, they want more proof that it will be a success.
</strong>
</p><p>
	So first they’ll release it only in a small city like Albany.
	They ask customers for feedback, then make improvements based on that.
<strong>
	They repeat this process until it’s a local hit.
</strong>
	Then they test it in a few more small cities until it’s a local hit there, too.
</p><p>
	Only after it’s a proven success do they get the financial backing to release it to the world.
	The investors are confident because it was a hit in all the test markets.
</p><p>
	So think of what you’re doing with your music as test marketing.
</p><p>
	Whether you use a physical location or a virtual community, test it somewhere small first.
	Ask people for feedback, then make improvements based on that.
	Repeat this process until it’s a local hit.
	Then test it in a few more places until it’s a hit there, too.
</p><p>
	Show this proof to a big company, so they can confidently invest and release it to the world.
</p>
<img alt="" src="/images/test-marketing.gif">

<footer>
© 2000 <a href="https://sive.rs/">Derek Sivers</a>.
(
  « <a href="/rounded" accesskey="p" rel="prev">previous</a>
    ||
  <a href="/gbp" accesskey="n" rel="next">next</a> »
)
<h1>
  Copy &amp; share:
  <span class="url"><a href="https://sive.rs/testm">sive.rs/testm</a></span>
</h1>
</footer>
</article>
<div id="comments"></div>
<script type="text/javascript" src="/js/comments.js"></script>

</div>
</body>
</html>