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Measure What Works

Posted By: Robert Johnston | Posted On: 2008-10-16 | Article ID: 104094

Given the price tag that often comes with marketing pushes, it’s nice to know when your marketing is working. No company is going to be happy to find out that all of the time and money they put into their marketing yielded hardly any real sales when everything was said and done.

The smaller your company is, and therefore the smaller your marketing budget is, the more important this becomes. It might be a matter of the very livelihood of your company. If you don’t develop enough sales from your marketing you won’t be able to afford the next marketing push.

Very few marketing pushes give you a good chance to track what works and what doesn’t. Direct mail marketing is one of the few that lends itself well to tracking, but what if you need to use something else?

There is another way to track your marketing success, and it isn’t something a lot of companies consider. Newsletter printing gives you a good chance to accomplish two different important things.

The first is that very tracking. Literally ask your customers what they think about your marketing pushes. Ask if they like those posters you put up, or if they’ve even seen any of them. If no one knows what you’re talking about you know you have the wrong locations.

Ask who has read your new brochures or received any of your postcards in the mail. This isn’t going to be the best and most accurate information, no, but it can give you a rough estimate of whether or not you have the right kinds of images and word choice to best appeal to your customer base.

As for the second thing, it brings people closer to your company. Who doesn’t like to know that their opinion really matters? You’re encouraging them to take a more active role in the way they interact with you. You’re calling upon them to provide you with assistance to make your company as good as it can be.

This is the very point of newsletter printing as it is. You want to generate a stronger connection with your customers to encourage a better working relationship with them. Why not take this a little further by seeing what they think about your marketing and whether they’ve heard anyone talking about it?

The direct nature of this approach is what makes most companies overlook it. The idea emerges that you just can’t ask your customers about something like this. Well, I think you’d be surprised at the reactions you would get if you asked in your newsletter whether or not anyone had seen your new marketing, and what they thought about it.

Not only will you improve your marketing for future campaigns, but you’ll develop a good bond with your customers, and make them that much more loyal to you.

 

Article Source: http://www.articlecell.com

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Robert Johnston
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