Reduit, page-797

Stephen Schapera Wrote this in his Chairmans Update to Crowd Media Shareholders
I found it helpfull.

Beginning in May this year, we have gradually increased our influencer marketing spend. Shareholders may
not realize that it is not an “on/off” switch, ie material sales do not manifest the moment the influencer activity
begins. The initial phase is a series of tests: First, we must test to determine the influencer(s) best matched to
the brand or product. In the old days, this was like identifying and securing the best location to place a billboard.
Second, we must test to determine the message that produces the best response. This is perhaps similar to
writing the best copy on the billboard. Third, like almost all forms of advertising, consumers often don't take
action until they have seen the message 3 or 4 times, so we must test repetition. This test-phase is an iterative
process, and sales are a slow-but-steady build if we do it right. As I said in my update to Shareholders last
month, this can easily take 3 months (or even 6 months for specialised products where we need to find the
”secret sauce”) and we phase our spend accordingly.