Measure Results

To be confident of results from a promotional products marketing program we recommend measuring it's effectiveness. A well executed program can almost always have it's effectiveness gauged by easy to measure metrics. The key to success is to have both before and after figures, then barring other factors, the difference in those figures is due to your marketing efforts.

As an example, consider a fictional mobile car detailing company. For the previous 2 years, this company has maintained a list of it's clientele and sends quarterly reminders to it's clients reminding them of it's services. With the reminder is an offer for a 15% discount on their next detailing. The company records the results of this endeavor and measures that each quarter 35% of it's clients take up the 15% discount offer through repeat business. In an effort to increase the rate of repeat business the company decides to mail a small low cost promotional product out with their offer. The Direct Mail piece increases the rate of the mail being opened and creates goodwill with the client. Furthermore, the product is an automotive themed one which the client places in the vehicle thus increasing brand recognition.

During the promotion period all other forms of advertising remain the same and the same 15% discount offer applies yet following the promotion the repeat rate rises from 35% to 65%, an increase that is entirely attributable to the inclusion of the promotional product with the offer. The return on investment on this exercise can then be easily calculated and the decision made to modify or continue the program to further improve the results.

It's important to bear in mind that to be certain of your results that measurements must be take both before and after the promotion and other factors need to remain the same.