|
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.) |
