Based on years of empirical research in real working environments, I have finally cracked the formula for estimating the success rate of your marketing campaign.
It is the following:
SR= Overall succes rate of the campaign
C= Estimated Concept Succes Rate. Below are the average success rates for different type of concepts:
Great Concept (GRC):100%
Good Concept (GOC): 70%
OK Concept (OKC): 50%
If you even your worst day will do something which is below “OK Concept”, you should probably change profession.
x= Amount of every very adjustment, addition, alternation, modificiation and other mutilation given in the revision routes.
So what we can learn from this formula?
1) If you want to maximize your success, aim always for the great work.
2) Even the greatest of concept can be killed with too many modifications. Five revision routes reduce the success rate of your campaign to the same as flipping the coin.
3) Most often, less is more. When you have simple and effective concept in your hands, cherish it. Those are usually the ones, which will succeed.