![]() |
|
![]() |
|
![]() |
|
![]() |
John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today's marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements.
Advertising is, and has always been, part art and part science. With direct marketing, the science part takes center stage as there are common direct marketing measurements that can be utilized to verify the results of the advertising.
With the increased popularity of direct marketing, the success of advertising can be measured through a variety of common direct marketing methods such as cost per acquisition, cost per piece, and response rate.
Before continuing in describing these common direct marketing measurements in detail, it is beneficial to review one of the direct marketing tools needed to determine the success of the mailing. The most important direct marketing tool is the response mechanism. This is how you can gauge the success, or lack of success, of a direct mail campaign. This is the mechanism by which the prospect will use to respond - it may be a postcard to request more information, an 800 number to call, or a website address to place an order. You can than utilize this response to determine the success of the direct mailing.
The first of the most common direct marketing measurements is the cost per acquisition. The cost per acquisition can be determined by taking the total cost of the mailing and dividing it by the number of responses. For example, let's say the total cost of a mailing is $2,000 and 20 people respond. The cost per acquisition is $100. This is an important tool to find out if the cost to obtain a new customer is in line with the profits that you will receive.
The second of the most common direct marketing measurements is the cost per piece. To find the cost per piece, you would take the total cost of the mailing and divide it by the total number of pieces sent. For example, if the total cost of the mailing was $4,500 and you sent 2000 direct mail pieces, the cost per piece would be $2.25. This is an important figure to keep in mind, because by lowering the cost per piece (as long as the number of responses stays the same), you can lower the cost per acquisition.
The third of the most common direct marketing measurements is the response rate. The response rate can be calculated by taking the number of people that responded and dividing it by the number of people that were sent the direct mail package. For example, if 2000 people were mailed a direct mail package and 20 people responded, the response rate would be 1%. This is an important tool that you can utilize to forecast the success of future mailings.
By using all three of these common direct marketing measurements, you can finally determine which half of your marketing is working, and which half is not.
==========================================
Wanna Learn the Secret of Creating Passive Income Online
From a man who made $3,244,842.32 from the Internet in Only 27
months? => http://www.the1andonly.biz
Presented by:
Perfect Home Based Business Opportunities
In the business of marketing and advertising, it used to... Read More
"How brochures can help you stand out from the competition,... Read More
You labor long and hard trying to create the perfect... Read More
I am always amazed when I hear about companies who... Read More
Many of the most memorable ad campaigns around tend to... Read More
Many business organizations that needs to disseminate late-breaking information to... Read More
The sinage marketplace is competitive! Consequently, some companies are going... Read More
hey admin thIS website Is HaCKEd by Unkn0wn_hax0r... Read More
One of the main problems people find with marketing, is... Read More
Ever heard or seen a radio or television commercial that... Read More
If you own a mobile detailing business or mobile car... Read More
I suspect that everyone has an idea of what lamination... Read More
Your marketing and advertising won't be effective if your potential... Read More
Ever hear the term 'sexy' advertising? It's not necessarily what... Read More
Here's a fascinating idea.. Having noticed that there always seemed... Read More
1. Attract prospects with your headline Use your headline as... Read More
One of the best and easiest ways to advertise without... Read More
So, what's an elevator speech, and how do you get... Read More
If you are creating a brochure, make sure you follow... Read More
One of the keys to strong positive mental attitude is... Read More
As I was searching through a kitchen drawer the other... Read More
Creating a logo to get you noticed.When you're branding a... Read More
I recently saw an ad taped to my mailbox, mind... Read More
Every year thousands of online businesses fail. None of them... Read More
Push vs. Pull Advertising - Understand the Consequences for your... Read More
One of the keys to strong positive mental attitude is... Read More
Bob is excited about his new business. He secured funding.... Read More
Do you know how to design and deploy a marketing... Read More
It was two days before our shoot. I was in... Read More
A good annual direct mail solicitation program can produce unrestrictive... Read More
Many people online are not using one of the best... Read More
FACT: Most people don't spend anywhere near enough time on... Read More
Use This Quick 3-Question Evaluation Process, So You Can Be... Read More
Your marketing and advertising won't be effective if your potential... Read More
Swapping business cards is one of the most basic and... Read More
Here's a fascinating idea.. Having noticed that there always seemed... Read More
Well, Super Bowl XXXIX is history. Too bad for the... Read More
I recently completed a Marketing Makeover for an Ad that... Read More
1. Give Testimonials When you purchase a product or service... Read More
Wide range of electronic Key venues around the globe has... Read More
100 Excellent Words Absolutely. Amazing. Approved. Attractive. Authentic. Bargain.... Read More
The decision on whether or not someone will read your... Read More
So you've decided to run a print ad in your... Read More
Aggressive business card marketing isn't about handing your business cards... Read More
Different Types of Station ContactReaching radio hosts (for the purpose... Read More
You're flipping through this publication as you wait for your... Read More
Ever hear the term 'sexy' advertising? It's not necessarily what... Read More
It is very important to realize that persons buy from... Read More
Since most of us are always online and our business... Read More
What's the cheapest, most under-used marketing tool you have?The answer's... Read More
Advertising Advertising |