Marketing with a Flair

What good is a communication and marketing plan if you don’t know it’s working? Being able to evaluate and measure your results is an important key to a successful campaign. Here are some steps on getting started from Robin D. Cook, Founder and CEO of Marketing with a Flair.

§         It’s essential to first understand what you’re striving to achieve and why. Is it increased awareness about your business? Is it a specific number of unique page views on your Web site? An increase in prospective consumer phone calls? Set goals that are manageable and attainable.   

2.      Strategically plan how your efforts will be measured and how you will get there

§         What procedures do you have in place to achieve your goals? Do you have an adequate budget? Do you have processes in place to manage the marketing efforts? Before implementing a strategy, be sure that you’re operationally sound.

3.      Establish ongoing measurements and tracking processes

§         Decide what measurement methods will best serve your objectives. Will benchmark and ongoing research meet your needs? Is it tracking the amount of media visibility or measuring Web analytics to evaluate emerging interactive activity?

4.      Evaluate your results and make appropriate adjustments

§         What have you accomplished? Were your goals attained? If not, evaluate what you can do differently. It’s important to have a flexible communication and marketing plan that you can adjust as necessary.