Business / Marketing Minor Marketing Fundamentals M21439 Session 9: Measuring the Effectiveness of Marketing Plans – a Live Example

Key Concepts Stages in the measurement process Quantitative measurements Qualitative measurements Creative measurements Strategic measurements Summary & learning

Campaign Evaluation – Times Top 100 Company Stage 1 : Campaign Title & Year Stage 2 : Achievement of Objectives Stage 3 : Summary & Learnings Stage 4 : Specific Focus - Creative Evaluation Source: PC World Marketing Department, 2001

Stage 1: Campaign Title & Year Campaign needs to be clearly defined and the time period stated. A brief detailing activities should be included For example, Introduction of new range of Compaq computers into the stores, January - March 2004 Source: PC World Marketing Department, 2001

Stage 2: Achievement of Objectives 2.1Quantitative 2.2Qualitative 2.3Creative 2.4Strategic 2.5Other Source: PC World Marketing Department, 2001

Stage Quantitative PLANACTUAL% VARIANCE % Increase in Market Share % Increase in Sales Payback, where relevant – IRR, NPV etc New Customers Agreements with Existing Customers Agreements with New Customers Increased Footfall % Termination Fee % Response Cost per Piece Cost per Response Source: PC World Marketing Department, 2001

Stage Qualitative Any measure of success that cannot be quantified but is indicative of performance should be monitored, for example: - Research results - Changes in awareness/attitude - Synergy measurement Source: PC World Marketing Department, 2001

Stage Creative The achievement of creative requirements as detailed in the activity brief should be measured, for example: -communications characteristics (visualisation, colour etc) -qualitative (informative, stimulating, call to action etc) Source: PC World Marketing Department, 2001

Stage Strategic Was the activity compatible with the overall brand strategic direction? Source: PC World Marketing Department, 2001

Stage Other Any other measure of objectives should be discussed, for example, the ability to build a scorecard from responses to assist with future targeting. Source: PC World Marketing Department, 2001

Stage 3: Summary & Learnings The evaluation should summarise the results and give an insight in to the key learnings. This should give a clear guide for future activities of a similar nature. Source: PC World Marketing Department, 2001

Stage 4: Specific Focus Any specific area that is under investigation and needs to be reviewed in greater detail. This could be linked into the organisation’s strategic plan. For example, creative evaluation

Stage 4: Creative Evaluation 4.1Overview 4.2Detailed Criteria: 4.2.1Visual 4.2.2Tone 4.2.3Content 4.2.4Action 4.2.5Mechanics Source: PC World Marketing Department, 2001

Stage Overview Apply the AIDA formula to all creative executions: A ttention-Does it arrest attention? Does it have enough impact, intrigue, a hook? I nterest-Does the piece then start to convert to a sale? D esire-Does it win the emotional argument? Does it encourage the relevant emotional response? A ction-Are the instructions on what to do clear? Do they know what to expect next and when?

Stage Visual Is it clear who it comes from? logos, typeface, style, evolutionary coherence, corporate guidelines Is it attractive? well laid out, balanced, easy to read Do the pictures add content and bring it to life? Is the format easy to follow? Is it involving? Source: PC World Marketing Department, 2001

Stage Tone Is it accessible, friendly, professional, confident? Does it portray the company as the brand requires? Is the tone the right one for a prospect/customer? Is the tone relevant to the content? Is it consistent throughout? Source: PC World Marketing Department, 2001

Stage Content Does the communication support the brand and have coherence with other marketing activities? Is it coherent with other pieces they may receive? Does it use the brand effectively? Can the reader pick out the ‘fixing’ points? Does the copy get to the point quickly and clearly? Is it clear what is in it for the customer? Source: PC World Marketing Department, 2001

Stage Action Is the call to action strong? Does it clearly indicate the required response? Is it clear what the customer has to do next? Is it clear when it needs to be done? Is the required action easy to do? Has this been checked operationally Source: PC World Marketing Department, 2001

Stage Mechanics Terms and conditions APR and pricing legals Logos Registered address Signatory and title Royal Mail compliance BRE/Freepost Return address Coding and lasering requirements Source: PC World Marketing Department, 2001