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In the area of print media, determining measurables depends on the vehicle used. For a database marketing program, the results are critical in determining its effectiveness and fairly easy to compile. Typically based on response rates, measuring is also used to calculate return on investment. Other material such as printed brochures can be measured in terms of cost per unit (CPU)
versus return of response (ROI) or sheer number disseminated. |
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Database Marketing:
When creating a direct mail campaign,
Kaleidoscope will:
- Identify key targets
- Create the profile(s)
- Compile names and addresses
- Determine the strategy to initiate action
- Determine expected rate of response based on historical data and/or assumptions
- Develop communications message and creative plan specifically targeted to target market
- Determine dedicated phone number,
postal code, email address and unique URL
offer traceable to the specific advertisement or message that reflects the strategy
- Collect data from all incoming sources, typically 2-3 weeks from exposure
- Determine response rate comparing number of respondents vs. the potential target market
- Develop program reports indicating response rate per vehicle, message by market
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