Question

Topic: Other

Marketing Measurements

Posted by Anonymous on 5/6/2004 at 7:55 PM ET 125 Points
What are the best ways to evaluate and measure a partnership marketing program at the end of a selling season? For example if an association is providing 50% funding for various marketing initiatives that a private company will implement during the selling season to incrase sales for the region, the association needs to know how successful its partnership program has been and as a requirement will require the private company (partner) to provide this information. What are the questions the association should be asking?
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RESPONSES

  • Posted by Pepper Blue on 5/7/2004 at 12:35 AM Member
    Hi richardparsons,

    It depends in large part what marketing tools you are using and what tracking mechanisms these tools have inherent in them.

    For example, with offlone ads and coupons you can put in a code so you can track them on redemption. With online marketing specifically email marketing and websites you can track clickthroughs and visitor behavior, or give a code that can be added to a shopping cart.

    Directly attributing the increase in revenue the value your partnership is adding is hard because there are so many other variables out of your control: quality of product and service of the private company, customer service & price are just some examples of the pieces that make up the whole equation of what can attribute to an increase in business.

    I would use focus on using that 50% as much as possible towards marketing programs that are trackable, and typically the more digital/online they are, the more trackable they will be.

    This could easily segue into a discussion on ROI, but unfortunately neither time nor space allow that.

    I hope that helps.
  • Posted by jcmedinave on 5/7/2004 at 10:33 AM Accepted
    1. Differentiate the media and then ask the customer which media influence him to come.

    2. Differentiate the segment of market to achieve (region, location, profile,..) then you will metric the results.

    3. Differentiate the way or channel to contact you (ex: contact Mary or John, go to a one or other place, phone that or other number phone,...).

    4. Differentiate the offer.

    It is important to rotate the offers because the different conditions can influence the volume of answers, and results.

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