If you can MEASURE it, you can control it.
Whether you are talking about readership of advertisements, response to direct mail, or response to a promotional program, to measure your ROI you will need to control WHAT you do, and HOW you do it. For example, we once placed 26 different 800- phone numbers (pre-Internet days) to measure the effectiveness of an advertising campaign for a client. We not only knew which ads worked, we helped the client understand which markets were hotter than others, why they were hotter, and what to do about it.
Before you talk about measurement, you have to understand control, and the controls available to you and your marketing. AIM is ready when you are. Read more about some of the controls we put in place for our clients, and then let’s talk measurement!
We presented privately to the National Sales Manager. “Where did you get these numbers?” he asked. “From your customers,” we told him. “They’re wrong,” he argued. Anticipating his reaction, we proudly countered that we had surveyed his customer’s customers and showed the conclusion. The client was stunned. Up until that time, they had calculated the market as their sales plus a certain number of units. As they were the market leader, they figured that was a good estimate. Our research revealed a much larger market, and once they saw that, in two years, they increased their sales over 33% by driving their rep force to new heights and not being satisfied with the status quo.
AIM produced the resulting advertising using what we now call our “eavesdropping” technique. It is based on everyone’s innate interest in “listening in” on conversations. The spread ads pictured two people talking, and the long headlines featured a direct quote highlighting the messages that the research uncovered. When the ads broke, the client was overwhelmed with responses. “That’s just what I was looking for,” was a message we heard back from the client’s prospects. In an independent readership study, the ads scored as the most read ad in the issues where it appeared. Often message testing research leads directly to proper execution of advertising.
AIM ran a RFM analysis on one of our client’s “dead files” – customers that haven’t been contacted or haven’t ordered for a period of time. One customer from a dead file said, “I thought the company went out of business.” Another from a different data set said, “I just started buying from the competitor because they made it easier for me.” In both cases, information was harvested that enabled better retention strategies.