TRAINING, MEASUREMENTS AND INCENTIVES: Are you spending enough to ensure the benefit of activity?   Ensuring the benefit of marketing communication and PR exercises often requires additional training, sales incentives or specific measurement activity. The Marketing Medic has set up systems to measure, analyse and report both soft and hard metrics for marketing success and PR effectiveness.

Model Case : Sales training tape and CD

Challenge: Faced with a complex product set the initial marketing challenge was to rationalise the offering more closely to market needs. A lack of awareness of key sales benefits was then identified as a significant barrier to success.

Solution: Working with product management a simple segmentation of products was developed with a single common value proposition. In conjunction with sales and product management an interview format sales training cassette was developed to help articulate benefits in a concise way, using driving time as the classroom.

Results: Growth of UK revenues from these products by over 17%. Significantly increased awareness and product focus by sales teams as measured by registration for follow-on conference call sessions.

Model Case : Personalised URL Campaign

Challenge: Clean up the company contact database ready for UK Data Protection legislation and identify the individuals most interested in major service proposition.

Solution: Following a combination of postcard and email direct response activities a reusable web technology was developed to provide 120,000 personalised websites with interactive web measurement of access and activity.

Results:
10.4% response to direct response activity
9793 visitors, over half visited multiple times
82 requested an immediate sales call
320 referred the site to others in their organisation
Met requirements of Data protection legislation