Most of us do not have the time to measure success. However, evaluating how successful your campaigns and promotions have been, is an important way to learn. Use this learning to make your campaign and promotions more effective and profitable in the future. Here are a few tips on ways to gather information on the success of your promotions.
- Record data from your sales calls. There is software available to do this which is relatively cheap and simple.
- For all of your customers, make sure that you keep customer records up to date and look for increases in purchasing during promotions.
- Measure and record any new contacts through telephone, e-mail or any other digital medium such as contact forms from web sites.
- If you give out samples, ask respondents for their basic details and contact them in the future.
- Coupons are ideal paper-based feedback devices. Record coupons once they are redeemed, and make sure that you offer customers the chance to opt-in to further communications.
- If customers participate in competitions, again ask them for their details and offer them the chance to opt-in.
- Loyalty cards are a fabulous way to record customer data. You will be able to see if customers buy more than promotional periods.
- If you decide to use direct mail, offer the respondents the opportunity to sign-up using his or her e-mail or social media.
- If you get a new contact or customer, ask them how they heard about you. Was it from a directory? Was it because of an advertising incentive, or sample? Do they see your sponsorship of a local charitable event or organisation? Had they seen or heard any TV or radio advertisement?
- Measure against any promotional or advertising objectives which you set. So, if you wanted to increase trial, did more potential customers try out your products?
- Always make sure that there is a Call-To-Action (CTA) no matter what the form of communication. A CTA is simply a website address, e-mail address, social media link or telephone number where potential customers can contact you. This is really important.
- If you use PR approaches, ask questions such as how many people attended your product launch? How much of your company literature has been used and who did you give it to? How many interviews or photo calls have you done, and for whom? How many people have visited your facility, and who were they? If you have been lobbying, what has been the result?
- Media and press releases should also be measured. This is a simple matter of going through local or national, or trade press, to establish which publishers have picked up your message. You will know which publications have most relevance to your own ideas or small business. Also check digital media such as websites and blogs, focusing on those that serve your customers or target market.
- Measure the attendees at your stand when you undertake a trade show or exhibition. When you followed up, how many became loyal customers?
