What is not measured is not managed! Marketing communications expenditures are often one of the highest discretionary items a business executive approves. If spent correctly using the proper channel, it can yield a solid return on investment. It is both a good business practice and vital to the company’s success.

RT&B has the skill set and techniques to measure every aspect of your marketing communications program.

EXAMPLES:

MEASURE BRAND AWARENESS

Purpose: To determine the effectiveness of a communications program by raising the level of brand awareness in the target market.

Methodology: RT&B conducted a brand study to investigate opinions and perceptions of a target audience in relation to client/competitor offerings and brand promise.

MEASURE EFFECTIVENESS OF ELECTRONIC MEDIA

Purpose: Used to track the effectiveness of targeted electronic medium and evaluate it as a possible replacement for more costly, less targeted traditional media.

Methodology: Secured an in-depth, technical feature story placement (non-paid), published electronically. Editorial included a hot-link to the client’s website for more information to track evaluation of quantity and quality of electronic leads.

IDENTIFY QUANTITY AND SOURCE OF LEADS

Purpose: Identify quantity and source of total leads generated.

Methodology: Established a customer relationship database which captured the source of all leads for future analysis and trained the client contact on tools and techniques for capturing the sources of all leads. Leads were tracked monthly and communicated to client.

SERVICES:

• Benchmarking
• Brand Awareness Study
• Closed-Loop Lead Management System
• Inquiry Analysis & Fulfillment
• Lead Database
• Marketing Communications Scorecard
• Positioning Study
• Post-Program Testing
• ROI Analysis
• Web Metrics