Zippy Promo Products

How Do I Measure Results?

How do we know which Promotional Product Marketing Program works best, well the answer is very simple. Zippy Promo Products recommends measuring it’s effectiveness. A well thought out program can almost always have it’s effectiveness gauged.

How do I measure the success of my promotional product marketing activity? To be fair you have to have both before and after figures, then eliminate all other factors, the difference in those figures is due to your marketing efforts.

Let’s look at a simplistic example that Zippy Promo Products was able to help one of their Customers with.

This Customer rendered 4D Imagery on DVD of unborn babies for expectant parents. They wanted a small little tote bag to place the DVD in with some information for new parents. Zippy Promo Products found them a little zip lock, clutch bag which looked fantastic with their logo printed in either pink or blue replacing disposable printed plastic bags.

After the Parents had taken the bag home and emptied the contents out, they were able to use the clutch bag as a wet pack for the new baby. Thereby exposing the Company Brand to their target market (expectant mothers).

The Company wanted to increase referrals (lower costs than marketing to cold customers) and ceased all forms of advertising for 3 months.

The life of the wet pack was measureable by its use with mothers for the first one or two years of a babies life, whereas a disposable printed plastic bag would not have been used at all.

In the first three to six months of this campaign the Customer increased referred enquiries by 54%. After conversion in the corresponding period actual sales were up 28% year on year.

The return on investment on this exercise was calculated by total money spent on printed bags against the increase of referred actual sales. The cost of the printed bags to distribute freely with current customers yielded a revenue increase of 28% at a cost of less than 5% to gain that business.

This particular Customer has a unique, limited and highly emotional market it operates in. Therefore found it more cost effective to use this approach than more traditional media campaigns.

Zippy Promo Products recommends that it’s important to keep in mind that to obtain true results, measurements must be take both before and after the promotion and other factors need to remain the same.

Let Zippy Promo Products help you with your Marketing needs today.

This entry was posted on Thursday, March 6th, 2008 at 6:36 am and is filed under How Do I ...?. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.