8. How can you measure the impact on your brand of DM?
How do you measure the impact upon your image of direct mail, for example? You wish to have a certain sort of image, which you must clearly define.
Take a file of people and divide it into two halves. Then conduct research either via the telephone or direct mail, asking people how they judge your firm on a scale of 1 to 5 or 1 to 10, according to the characteristics you wish to communicate.
You then mail one half of the file using direct marketing. You do not mail the other file - the control file. Mail people several times, then repeat the research.
You can do the same thing – quicker – with e-mail.
All communications affect how you are seen. A single postcard had a significant impact on how customers viewed one of our clients' brands.
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