Staying One Step Ahead in Advertising: - “Who Moved My Cheese?” and the Importance of Continuous Testing In Media Buying
In the evolving marketing world, one thing will always remain clear: change is inevitable. As advertising professionals, we face a constant shift in consumer behavior, marketing strategies, and the most important of them all - advertising platforms.
But how does FlatCircle navigate these constant changes and maintain the edge that keeps the campaigns successful? We’ll explain through the lessons learned from a simple, yet powerful allegory about changes, fear, and adaptation.
“Who Moved My Cheese?” by Dr. Spencer Johson revolves around four characters: Sniff, Scurry, Hem, and Haw. They live in a maze and are constantly searching for “cheese”, which represents happiness, success, or anything that brings them some satisfaction in life. The cheese can be seen as a metaphor for anything that we may desire, like achieving business goals or securing a successful media campaign. See where we’re going with this?
The story begins when the mice find a large supply of cheese in a specific location of the maze. Over time, they get comfortable and take the cheese for granted. However, one day they discover that the cheese is no longer there and the story focuses on their different reactions to this sudden change.
- Sniff and Scurry are quick to adapt because even on the days when they have enough cheese to go by, they still put on their shoes and continue to explore new sources of cheese. Their proactive nature allowed them to act quickly when the cheese eventually ran out
- Haw is initially hesitant but eventually learns to embrace change. He leaves his comfort zone to venture into the maze in the search for the new cheese.
- Hem resists change, refusing to leave the spot where the cheese once was, in hopes that one day, it will return.
The core message is that change happens, and that change will happen, and how we respond to it determines whether we succeed or fail.
Media buying, much like the search for the cheese - is all about choosing which character traits you’re going to adopt - Sniff and Scurry, Haw or Hem? As an agency, we constantly see shifts in platforms, new technologies, and evolving human behavior. And just like the characters in “Who Moved My Cheese?”, we choose how to respond to these changes.
Which character do you think FlatCircle represents?
The obvious answer would be “Sniff and Scurry”. After all, we pride ourselves on being proactive, quick to adapt, and always on the lookout for new opportunities. However, that may not be the full picture.
While we do embrace many of the characteristics of Sniff and Scurry - we also recognize that we are a team who balances the strengths of the other characters in this story. Like Haw, we understand the importance of taking a step back, reflecting, and learning from our experiences. We carefully evaluate data, think rationally, and adjust our strategies with a refined approach. One of the ways we continually stay ahead of the curve is by understanding the importance of continuous testing in media buying. Here are some actionable steps to implement an efficient testing strategy:
Run A/B Tests
- By running A/B tests, you can compare two versions with a different variable, to see which version performs better. This could involve testing headlines, creative angles, formats, CTA’s, targeting, campaign structures, etc.
- The goal of running tests is to find the better-performing combination that will drive higher results. This could mean higher ROAS, CPA, CR, CTR, and CPC, depending on why you’re testing and what you’re trying to achieve in each case. And the fun part? Do it continuously - A/B testing is not a one-time activity, but a continuous part of media buying.
- We could write a whole book on this - not only because we have run so many tests already, but also because we document every single test, which leads us to the next point.
Create a testing tracker
To effectively manage and analyze results, it’s essential to have a proper testing tracker in place.
The most important parts are sections such as:
- Ideas: here you write all the ideas you get on your own, brainstorming with your team and the random ideas you get at 3 am.
- Hypothesis. Document what you’re testing and why you’re testing it.
- Relevant data: Only include relevant data. You don’t want your tracker to be super complicated. Sometimes keeping it simple is the best way to go.
- Results: Be sure to write what metrics you’re tracking and what are the results.
- Next step: Here is where a lot of media buyers fail - they don’t go all the way. Once you’ve run your test, and got some feedback, it’s time to formulate the next step - how can you expand this test further?
You can easily build a simple testing tracker in Google Sheets or Excel. A simple, yet well-organized tracker allows you to quickly identify what’s working and what’s not. It also provides you with extra motivation to be proactive, just like Sniff and Scurry were.
Leverage analytic tools and third-party tracking software
- To get deeper insights into your performance, you’ll need correct data. For more advanced tracking we recommend using third-party tools like Triple Whale, Northbeam, or Hyros to offer deeper insights. These tools help track customer journeys across multiple platforms and channels, enabling you to analyze which touchpoints are most effective and driving conversions.
- By doing so, you’ll be able to measure the full impact of your ads, not just on the platform, but across the entire marketing ecosystem.
Wrapping up:
As media-buying professionals, CEOs, and business leaders, we are always on the lookout for new ways to grow, learn and adapt. By embracing the lessons of “Who Moved My Cheese?”, you can stay ahead in the maze of advertising and continue to find success, no matter where the cheese moves.
We can proudly say that our team is built by individuals who have different characteristics and characters but are united when it comes to work excellence and teamwork. At the end of the day, it's not which character you are but the synergy between them to be top in the game.
If you want to know us better and work together you can reach out to us at hello@flatcircle.agency.
Let’s Work Together to Drive Growth!
At Flat Circle, we specialize in crafting performance-driven strategies that help businesses like yours achieve measurable results. Whether you’re looking to grow your brand or boost conversions, our team is here to make it happen.
Contact us today to start building a strategy that gets noticed and delivers results.
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