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Will You Add? - IT Marketing: Measuring the Response
A few months ago a strategic planning exercise led me to ask about the kinds of technology entrepreneurs that I have encountered in the marketplace. Since then, I've done some research into typologies that help with understanding ourselves and others. After I describe my eight entrepreneurial types, I include some quick re
That’s a fantastic return even with list rental, even with printing, even with
This article relates to the human resource functions competency, commonly evaluated in employee satisfaction surveys. It deals with employee feelings with regard to the quality and implementation of the human resource role within your organization. A human resource department that is properly informed of employee issues, d
At the absolute minimum, you want to see what kind of inquiries come in from the different marketing vehicles. For example, if you have a seminar, how many registrants were from a chamber flyer? How many were from a small newspaper ad? How many were from doing some outbound telemarketing yourself?
Measuring Response is very important. Here are some ways to do it:
1. Drive them to a specific URL so that you know how many people went to the website.
2. Ask them when you talk to them on the phone where they heard of you.
3. Have them call a specific phone number with a request.
4. Use different response vehicles with different marketing vehicles. For example, the postcards offer a reduced price IT audit and the newspaper ad offers a free seminar.
IT Marketing: Some Real Numbers
So let’s say for argument’s sake we’re mailing 1,000 postcards to 1,000 law offices in the area with some kind of offer like attending a seminar, getting a free report, getting a free needs analysis. I want to know out of those 1,000 postcards how many resulted in an inquiry.
Let’s say for argument’s sake we got almost a two percent response on inquiry, which would be fantastic. We had a 1.7 percent response rate on inquiries, and out of those 17 inquiries, one materialized into a nice-size account and one materialized into a one-shot deal. So, for 1,000 postcards mailed to attorneys in this area, we got 17 inquiries and we got two business opportunities that equated to $19,500 in the first year.
That’s a fantastic return even with list rental, even with printing, even with h
10/01/2005: Finally got board approval for the business plan for 2005. We have some severe stretch targets this year. On top of my mistake in taking the risk of introducing the new product line, it has been a tough sell for us to convince the board we know what we are doing. I guess I can't blame them.15/02/2005: Th
Measuring Response is very important. Here are some ways to do it:
1. Drive them to a specific URL so that you know how many people went to the website.
2. Ask them when you talk to them on the phone where they heard of you.
3. Have them call a specific phone number with a request.
4. Use different response vehicles with different marketing vehicles. For example, the postcards offer a reduced price IT audit and the newspaper ad offers a free seminar.
IT Marketing: Some Real Numbers
So let’s say for argument’s sake we’re mailing 1,000 postcards to 1,000 law offices in the area with some kind of offer like attending a seminar, getting a free report, getting a free needs analysis. I want to know out of those 1,000 postcards how many resulted in an inquiry.
Let’s say for argument’s sake we got almost a two percent response on inquiry, which would be fantastic. We had a 1.7 percent response rate on inquiries, and out of those 17 inquiries, one materialized into a nice-size account and one materialized into a one-shot deal. So, for 1,000 postcards mailed to attorneys in this area, we got 17 inquiries and we got two business opportunities that equated to $19,500 in the first year.
That’s a fantastic return even with list rental, even with printing, even with
Employers nowadays do not rush when hiring employees. They prefer to play it safe than to be sorry after hiring the wrong person for the position. That is why most companies these days rely on different employment screening services to ensure that they hire only the best employees. However, the costs for these services gre
3. Have them call a specific phone number with a request.
4. Use different response vehicles with different marketing vehicles. For example, the postcards offer a reduced price IT audit and the newspaper ad offers a free seminar.
IT Marketing: Some Real Numbers
So let’s say for argument’s sake we’re mailing 1,000 postcards to 1,000 law offices in the area with some kind of offer like attending a seminar, getting a free report, getting a free needs analysis. I want to know out of those 1,000 postcards how many resulted in an inquiry.
Let’s say for argument’s sake we got almost a two percent response on inquiry, which would be fantastic. We had a 1.7 percent response rate on inquiries, and out of those 17 inquiries, one materialized into a nice-size account and one materialized into a one-shot deal. So, for 1,000 postcards mailed to attorneys in this area, we got 17 inquiries and we got two business opportunities that equated to $19,500 in the first year.
That’s a fantastic return even with list rental, even with printing, even with
Customer service complaints are a part of the territory when you deal with the public. There are many reasons why you may receive a complaint; but in the final analysis, the reasons inevitably involve an unreasonable expectation of some sort or some type of miscommunication. Customer service issues can be successfully re
Let’s say for argument’s sake we got almost a two percent response on inquiry, which would be fantastic. We had a 1.7 percent response rate on inquiries, and out of those 17 inquiries, one materialized into a nice-size account and one materialized into a one-shot deal. So, for 1,000 postcards mailed to attorneys in this area, we got 17 inquiries and we got two business opportunities that equated to $19,500 in the first year.
That’s a fantastic return even with list rental, even with printing, even with
In these days of takeovers and mergers, of downsizings and lean management, chances are that you are going to be caught in a job upheaval at least once in your career. Probably more than once!Change in the wind may come like an invigorating breeze on a hot humid night. For instance, your boss is promoted to a new
That’s a fantastic return even with list rental, even with printing, even with having it professionally graphic designed, professionally copy written, postage, and everything else that went along with that. For that $500 to $700 investment, you were able to identify a one-shot deal that probably almost covered the cost of your mailing and you found one huge account that paid for the mailing many times over.
The Bottom Line on IT Marketing
Measuring the response rate of your IT marketing is very important. You need to track where and how you spent your IT marketing money and how your ROI was.
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