How to evaluate your communications actions

Transcription

1 COMM L How to evaluate your communications actions 5 February 2008 Glenn O Neil

2 Not a new story La moitié de ma publicité est gaspillée mais je ne sais pas laquelle Half of my advertising is wasted I just don t know which half. John Wanamaker ( ) commerçant américain

3 Why should we evaluate? Efficacité (effectiveness) Pour savoir si nous avons modifié quelquechose Rendement (efficiency) Pour savoir ce qui fonctionne le mieux

4 Marketing & communications change Marketing Communications Knowledge Attitude Behavior change

5 Communication Activities Image / reputation management Stakeholders management Publicity campaign Investor relations Outputs Internal communications Media activities Web activities Events & conferences What to evaluate Inputs Sponsoring Communication products (publications, videos, catalogues)

6 How to evaluate Communication Activities Image / reputation management Stakeholders management Publicity campaign Investor relations Outputs Internal communications Media activities Web activities Events & conferences Inputs Sponsoring Communication products (publications, videos, catalogues) Evaluation Tools Surveys / panel studies Relationship surveys & interviews Media monitoring / focus groups Surveys / interviews Employee surveys / intranet metrics Media monitoring / customer surveys Web metrics / comparative studies Network mapping / surveys Customer surveys / media monitoring Case studies

7 Example 1: Media evaluation Objectives of media campaign (examples): 1. Increase visibility of product 2. Change image of company 3. Incite customers to sign-up for product information or purchase

8 Example 1: Media evaluation Objective 1: increase visibility of product Competitor s product Your product Charts: /

9 Example 1: Media evaluation Objective 2: change image of company Customer survey st Qtr 2nd Qtr 3rd Qtr 4th Qtr Modern Classic Youthful Low Up-to-date High Comparison to competitors Competitor 3 Competitor 7 Competitor 8 Competitor 5 Competitor 6 Competitor 4 Competitor 1 Competitor 2 Low Innovative High Charts: / /

10 Example 1: Media evaluation Objective 3: Incite customers to sign-up for product information or purchase Sales, website vistors, press mentions st Qtr 2nd Qtr 3rd Qtr 4th Qtr No. Clips No. Sales No. Web Monthly Report 15% of customers clicked on invitation 5% of customers signed-up for product information Sign up growth 1,500 January 08 2,000 February 08 2,200 March 08 Source of customer sign-ups 60% - website 10% - coupon 20% - in-store 10% - partners

11 Example 2: Event evaluation Objectives of an event (examples): 1. Reinforce relationship with customers 2. Introduce product and company to potential customers 3. Increase networking for partners

12 Example 2: Event evaluation Objective 1: Reinforce relationship with customers Key Relationship outcomes: - Increase in loyalty to company - Preference for company over competitors - Increase in knowledge of products - Increase in desire to purchase - Increase in purchases Customers rating of event Source:

13 Example 3: Event evaluation Objective 2: Introduce product and company to potential customers Awareness of select products Product X Product Y Product Z Growth Before event After event During event 3 months after event Reported outcomes of customers after the event: 25% of potential customers requested more information 12% registered online 4% purchased - Visit to company website - Research online on products - Contacted other participants from the event - Reported desire to purchase products

14 Example 3: Event evaluation Objective 3: Increase networking for partners Before After Networking Report - On average, each partner doubled their network at the event - Partners met between 2 and 10 participants - Several partners proved to be key in linking up participants with other partners Source:

15 Example 3: Event evaluation Evaluation scorecard Objectives of event 1. Reinforce relationship with customers 2. Introduce product and company to potential customers 3. Increase networking of partners Key success factors Catering Location Entertainment Factors that hindered success Length of event Online registration Product displays

16 Evaluation: What s important There is no proof Start with small steps Ask yourself: Is it clear what my marketing or communication activities are trying to achieve?

17 In conclusion L une des plus grandes erreurs possibles est de juger une politique ou des programmes sur leurs intentions et non sur leurs résultats. One of the great mistakes is to judge policies and programs by their intentions rather than their results. Milton Friedman ( ), économiste

18 Owl RE contact Glenn O Neil (Switzerland) Tel +41 (0) oneil@owlre.com Website: Blog: