We highlighted the importance of measurement in a previous post. Constructing a plan of action to promote your database program is important, but you won’t maximize your success until you also have a formal process of measurement and review of the plan’s progress.
Scheduling a review meeting at least once a quarter is a good start. However, if you don’t have good information on what and how you promoted the program in the prior months, it will be hard to get a true read on what worked and what didn’t. Remembering what you had for breakfast yesterday is hard enough, much less trying to recall what promotions ran months ago.
We advocate keeping a very simple log of what you ran. This task is ideally done daily, but can be effective even if it is done only once per week. Once you know exactly what you want to track, the task of keeping the log can be delegated to almost any of your staff, even an intern. This person may need to come to you for some of the info, but at least they can lead the charge on making sure it gets done.
You may want to log a variety of information, but we recommend that each log entry be a re-cap of what happened on a given day. Here is some minimum level information you should consider recording:
- # of promos run per daypart
- % of promos that were live vs. recorded
- what was featured in the promotions (what was the call-to-action or program benefit mentioned)
- how many new members registered that day (this info is available on demand in your admin site)
Don’t wait. Start your log today!
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