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Measuring the Effectiveness of Your Promotional Vehicles
January 1998
Research Question: “Your
marketing dollars and time are precious, so you’d
like to build awareness of your firm with the highest-impact
promotional vehicles. But you don’t know the
ROI for specific promotional initiatives. What methods
are your peers – and your counterparts in other
professional services firms – using?”
Summary: A nationwide survey of
nearly 1000 professional service firms addresses and
assesses methods and techniques used to measure marketing
effectiveness. Respondents include firms from accounting;
law; consulting (healthcare, human resources, management,
information technology and a variety of consulting
specialties); and architecture and engineering. The
results indicate that most measures are rudimentary
and lack rigor. There is no consistency in methods
used across firms or within industries. Membership
in an association, publication or brochures and listing
in professional service directories are the most used
promotional vehicles by professional service firms.
Table of Contents:
Introduction
Overall Findings
Finding I – Methods to measure effectiveness
are generally rudimentary. Most approaches are informal,
passive, non-analytic, limited in scope and internally
focused.
Finding II – Customer satisfaction measurement
is, in many cases, being combined with promotional
effectiveness measurement. This practice, however,
most likely compromises a true assessment of the promotional
vehicle.
Finding III – No one quantitative or qualitative
method is universally used.
Finding IV – There appears to be no universal
understanding of an acceptable ROI (Return-on-Investment).
Finding V – Measurement, as a process, has not
yet caught on as an integral piece of professional
service firm promotional programs.
Finding VI – Use of – and rankings of
the effectiveness of – promotional vehicles
varies from one professional service industry to another.
Professional Service Industry Comparisons
Specific Professional Service Industry Findings
Conclusions and Commentary
Format: Ninety pages of charts,
graphs, bullet points and commentary summarize the
study’s findings and conclusions. Presented
in black & white staple bound.
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