Track and compare.
One of the most critical components of any marketing campaign is tracking.

Tracking starts with simply ASKING a new caller, visitor or emailer... "How did you hear about us?"... or "What prompted you to contact us today?".

Now, of course, this is subjective... the person may tell you they were "driving by and saw your sign", when actually what made the sign catch their attention is the fact that they recognized it from an email they had recently received.

Go back to your list... if they are on the list, you can draw the conclusion that you were in "top of mind awareness" from the email campaign.

Make comparisons. If the phone normally rings an average of 5 times/hour and today your postcard hit mailboxes and it is now ringing 10 times/hour, then the campaign is doing its job... generating responses. If your website ususally gets about 1000 hits/day and the publication where your ad appeared started being distributed yesterday and you're now getting about 1300 hits/day, the ad is doing its job... generating responses.

Remember, when you plan your campaign, start with "what do we want the recipient of the marketing effort to do?", then write a call to action and plan how you will track and compare to determine the effectiveness of the campaign.

For more on determining campaign effectiveness, contact us for a complimentary consultation.

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