Marketing Program Effectiveness -- Page 1

Many businesses, perhaps yours among them, devote a substantial amount of money, time and effort each year to developing and implementing marketing programs of all types. The majority may be traditional marketing programs — ads, promotions, events — but others with marketing impact may include product development, corporate strategy, CRM systems, and even physical plant changes.

For our purposes, we define "marketing programs" as any of these — any program that has a direct impact on customers or clients.

Even a relatively small business can easily have several dozen such programs implemented each year. Do you know how many of these are successful relative to program goals? If your business is typical, then you will have something like a 25% success rate. Over 50% of your programs will make no difference, and nearly 25% will have an adverse impact on your customers. This means that roughly 75% of your marketing expenditures, time and effort are wasted each year (not counting what you have to spend to repair any damage done by that bottom 25%).

You may feel that your success rate is much higher but how do you know? Do you routinely assess program outcomes against goals and keep a tally? Few businesses have the time, resources or expertise to take on this considerable chore. But, without doing so, you cannot reliably improve program effectiveness. You are forced to approach improvements on a hit-and-miss basis, a costly, inefficient approach.

We offer a better way to improve your marketing program effectiveness — one in which you can assess marketing program outcomes and relate them to the program's most important success drivers and factors.

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