Part of the fun is designing, creating, and distributing the content. But what happens when you distribute the materials then you wait for a response – and wait, and wait, and wait – and no response comes? Besides being incredibly frustrating, the idea that you spent a lot of time preparing a project and are expecting a response that doesn’t come can be very costly. Sometimes it’s not your fault, but that doesn’t mean you should stop there. The problem is, where do you start modifying the process when you don’t have any feedback?
Most of the time, we do have some feedback – it’s just tucked away in everyday operations. Maybe it doesn’t come in response to this project but if we look back over time, we can see what works and more importantly, what doesn’t.
Internal communications, customer marketing, corporate branding – there is always some empirical evidence that we can gauge initial results from. Maybe your audience hasn’t been all too responsive to email as the means of distribution – schedule a meeting instead. Maybe the format doesn’t allow for quick / easy / direct feedback – try a wiki instead.
At some point, it just doesn’t work and you’ll have to go back to the drawing board and recreate the content. Until then, take a look at what’s worked in the past.