Hello, I’m Marianne Tenenbaum for Once a Day Marketing™. We’re starting the new year looking at
measuring results of your marketing campaigns.
A popular maxim in process
improvement says you can’t improve what you don’t measure. This applies to
marketing efforts as well. How are you determining the success of your
marketing campaigns? Do you judge results by how you feel? Are you looking at
sales improvement or something else?
If you aren’t measuring results
with meaningful data you may not have sufficient insight into how campaigns and
channels are performing compared to expectations and, most importantly, where
to focus those limited marketing dollars. As you are developing your next
advertising campaign, establish goals for a few simple statistics such as
response rate, increase in online or in-store traffic, number of items sold or
gross sales that make sense for your business/product.
When the campaign launches,
ensure there is a process in place to gather results. Begin reviewing the
performance of the advertising at the close of the campaign and compare that
data to the goals you established.
As you continue to measure, you
will accumulate fact based information that will enable you to direct your
marketing to leverage the strategies that are driving the best results.
Learn more about establishing
your goals. Watch our Once a Day
Marketing video: SMART Goals
Once a Day Marketing™ inspires
clients to brand bold. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to That
Branding Guy™ every Saturday at 2:00pm (MDT) on KTRC 1260 AM or stream live
on SantaFe.com
© 2018 Once a Day
Marketing™. All rights reserved.
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