Measuring Customer Response
Response contains another principle often overlooked in the marketing mix: conversion to response. In many cases, marketers drive for response and neglect the conversion-to-response ratios. One client wanted to create a package for recruiting students to its technology school. It had a control package that while it did well, needed refreshing. AIM studied the problem and proposed a package that contained a customized letter from the President of the technology school aimed at three target groups: ex-military, female high school graduates, male high school graduates. The package contained an offer for a no-obligation evaluation from a subject-interest level. The response to these packages did not beat the control response; however, the conversion-to-student ratio rose 64%! Conversion-to-buyer ratios are extremely important, and AIM utilizes these to advance the buyer-seller relationship.