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TRACK 2: Multi-Channel Marketing- “Measuring the Results”

TRACK 2: Multi-Channel Marketing- “Measuring the Results”. Speaker Joy Zehrbach- Vice President of Marketing. SUCCESS. FAILURE. Two Campaigns. Jones Promotional Products. Identified a Good Forum. Created collateral that we could quickly and easily Measure.

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TRACK 2: Multi-Channel Marketing- “Measuring the Results”

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  1. TRACK 2:Multi-Channel Marketing-“Measuring the Results” Speaker Joy Zehrbach-Vice President of Marketing

  2. SUCCESS FAILURE Two Campaigns Jones Promotional Products

  3. Identified a Good Forum Created collateral that we could quickly and easily Measure Set attainable goals that we could easily Measure .

  4. We recorded 52 hits (18.3% of attendees) to our landing page during the pre-party • Generated 7 appointments (25% of our targeted 27 companies) • By year end; converted 3 prospects into clients that generated $54,000 in revenue • Estimated 2nd year revenue is forecasted at $150,000 • Cost of the exercise including a follow up mailing and attendance fees; $1,500 .

  5. Identified a good forum Created collateral that we could quickly and easily Measure Set attainable goals that we could easily Measure .

  6. Increased activity of website traffic (8% from same time year before) No one redeemed the give away incentive Didn’t Sell 1 T-Shirt .

  7. What went wrong How many new customers did you acquire in the month of the campaign? Who were they? How did they hear about you? . What did they buy?

  8. THE REAL RESULTS Increased activity of website traffic (8% from same time year before) Converted 4 prospects into new clients Reactivated 2 clients Total revenue from 6 clients that year $36,000 2nd year estimated revenues projected at $75,000 Didn’t Sell 1 T-Shirt .

  9. HOW TO MEASURE PLAN IT • What is the objective? • What is the road map to obtain it? • Who will identify respondents & how? • How long will it take to get results? • How often and who is taking the measurements? • How & with whom will you share results? .

  10. SET GOALS There are many factors that need to happen to close a sale, set multiple goals along the journey • Measure web, landing page or any online activity • Is your audience reading your message? • Who and what are you dependent on to determine your results? • How much access do you have to determine your results? .

  11. DON’T FEAR FAILURE Try new ways to test measuring & messaging New website programs .

  12. Learn New Media . Interact with customers

  13. HOW DO YOU KEEP UP Industry Associations .

  14. Taking the Time Commit to it Schedule it Record it DOit .

  15. Understand the Results • Review the results and learn from them. • Did you take the correct measurements. • Do you want to emulate it again. • Was it successful? Why? • Was it a failure? Why? • Make a Case Study to advertise .

  16. SUMMARY • PLAN • SET GOALS • DON’T FEAR FAILURE • TRY NEW MEDIUMS • KEEP INFORMED • TAKING THE TIME • UNDERSTAND THE RESULTS .

  17. Questions & Answers

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