Sunday, July 12, 2009

BRIDGING THE PERFORMANCE GAP

Wonder how productive your marketing is? Don't have a clue? Read on...


The DISPATCHESTM for July 12, 2009 can be found here:

BRIDGING THE PERFORMANCE GAP

A printer / handheld friendly version can be found here:

BRIDGING THE PERFORMANCE GAP

It is also available in PDF here:

BridgingThePerformanceGap.pdf (PDF File)

3 Comments:

At 8:54 AM , Anonymous Anonymous said...

This format of brand planning has always been part of my discipline. The measurement of the end results however have always been challenging in that other marketplace dynamics can affect your efforts. Also, how do you isolate all the variables that can impact and affect your sales and can you truly say it was the "ad program" or the "sampling program" that did it. In these challenging times, can we say the programs helped keep us stay at par vs being in decline? Many elements can contribute to sales gains and sometimes it isn't just ROI - sometimes you choose what you can effectively execute within your organization.

 
At 10:05 AM , Blogger BDN International said...

Thanks for your thoughts regarding our article. You know a simple concept test is a great way to give you feedback regarding purchase trends in the marketplace by isolating the variables into small groups and watching for the activity that shows either staying at parity versus growing or being flat. Of course, you should have a clear set of expectations going in. Following the activity we can measure results vs. our expectations to get a very rough estimate on the ROI.
Look for upcoming Dispatches that will address what is the minimum we should expect for marketing.

 
At 1:00 AM , Anonymous Anonymous said...

In our business, very often there are clear business objectives like sales increase, market share etc. The missing link comes in Marketing Objectives. A lot of time, we don't see clear marketing objectives set for campaigns.
Could you share a bit more examples of what are some good marketing objectives that could be set?

 

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