| Measuring success is not done by reporting what marketing you have done, like how many ads you have placed, how many marketing trips you have made, or how many site selectors you have contacted. These are tools for keeping you on schedule, but they are not success indicators. A better indicator is to study the affect you have on the behavior of your marketing targets. Do members of your target audience accept your phone calls? Do they schedule visits? Do they send project information requests? Until you begin to measure behavioral change, you are measuring activities, not success. (Excerpts from Blane, Canada Ltd.'s ED Marketing Letter.) |
