Measurement. The biggest frustration of my marketing career has been from the beginning and always will be clients who don’t measure their response. I am taken aback when folks don’t gather response data but expect to be able to determine whether a campaign is successful or not.
Cataloguers and not-for-profits are great at capturing marketing codes. They simply ask recipients to “Enter the code in the yellow box” or just include a code on the reply. The coded response vehicles give them accurate, measurable, analyze-able (I think I made up that word) information. Information that tells them whether a particular catalog performed better than another, whether a demographic group responded better or whether a rented list is worth mailing to again. Even whether a certain type of donor can be convinced to give more or more often.
Without response information, it is difficult to create a sustained marketing plan. How can you improve on last year’s results if you don’t know what they are? By guessing? By choosing only what you like? Ultimately everything marketers do is to create results. How futile our work is when we can’t define or show our results.
Unsure what to track or how? Eagle Marketing can help you find ways to measure your response. It can be as simple as adding a code to your marketing piece or measuring ratings only in the geographic areas you’ve targeted. Or it can be as innovative as adding a mobile call to action. Adding a simple 2D barcode and brief instructions on how to use it allows recipients to snaps a picture with his/her camera phone for more information. Adding a quick mobile marketing message instructing them to text in for more info is also an easy way to track engagement. Need help building response info into your marketing plan? Just ask…I’m sure we can help.