Skip to main content
Wytheville
190 West Spring Street
Wytheville, VA 24382

LOBBY HOURS: 9:30 AM - 3:30 PM Tuesday thru Thursday
(closed Monday & Friday)
For consultation by appointment, call 276-228-6608 or email info@wordsprint.net

New River Valley
2200 Kraft Drive Suite 2050
Blacksburg, VA 24060

LOBBY HOURS: 9:00 AM - 4:30 PM Monday thru Friday

How Do You Know Your Efforts Are Working?

Creating a personalized print or multichannel marketing campaign takes significant investment in time, energy, and resources. You want to get maximum return on your investment. How do you know what is working and what isn’t? You have to measure the results.

Measuring results goes beyond determining ROI. Sure, it’s important to know what kind of return you are getting, but it’s just as important to ask why you got the results you did. What factors influenced the conversion rate and value per sale? Why was this campaign more or less effective than the one before?

Say you give respondents a chance to win a sweepstakes for $500 if they log into a website and fill out a survey. The campaign generates a 5% response rate with 28% of those responses converting to sales of $200 each. It’s important to calculate the ROI on this campaign, but it’s equally important to test which parts of the campaign were responsible for the results and what happens if you change them.

For example, what if you increase the incentive to $2,500? Does the response rate go up? If so, does the dollar per sale increase, as well? Or does it not have a significant effect on the response rate or value per sale at all?

Don’t stop at one or even two tests. Analyze over time.

  • If you increase the incentive even more, does the response rate continue to go up? Or does it flatten out?
  • Does the effectiveness change based on the audience you are targeting?
  • Does a sweepstakes to win a free mountain bike motivate one audience, while a Nintendo Wii motivates another?

Mix it up, and test, test, test. This is critical intelligence that will help you refine your programs over time and get the maximum results out of your marketing dollars.

Need help? Just ask!

  • St Francis Service Dogs
    St Francis Service Dogs
  • mcps
    mcps
  • VMT
    VMT
  • Lyric
    Lyric
  • Bluefield College
    Bluefield College
  • United Way Roanoke
    United Way Roanoke
  • RCS
    RCS
  • Lights
    Lights
  • LOA
    LOA
  • Lincoln
    Lincoln
  • United Way NRV
    United Way NRV
  • Habitat Roanoke
    Habitat Roanoke
  • CMB
    CMB
  • CFNRV
    CFNRV
  • CHC
    CHC
  • BMCF
    BMCF
  • Barter
    Barter
  • wvtf
    wvtf
  • Virginia Tech
    Virginia Tech
  • vcom
    vcom
  • sal's
    sal's
  • tuck
    tuck
  • town of blacksburg
    town of blacksburg
  • skyline bank
    skyline bank
  • RBTC
    RBTC
  • nrvcs
    nrvcs
  • nrca
    nrca
  • national bank
    national bank
  • lewis gale hospital
    lewis gale hospital
  • hubbell
    hubbell
  • harvest moon
    harvest moon
  • federal mogul
    federal mogul
  • vtcrc
    vtcrc
  • citizens
    citizens
  • town of christiansburg
    town of christiansburg
  • chantilly farm
    chantilly farm
  • cellink
    cellink
  • christiansburg aquatic
    christiansburg aquatic
  • bull & bones
    bull & bones
  • blacksburg transit
    blacksburg transit
  • brown insurance
    brown insurance
  • Apex
    Apex
  • alacran
    alacran
  • click & pledge
    click & pledge
  • dental aid
    dental aid
  • Bradley Free Clinic
    Bradley Free Clinic
  • HSM
    HSM
  • Northern Hospital
    Northern Hospital