Fill and Sign the Marketing Campaign Evaluation Form

Marketing Campaign Evaluation Company Name Date Published: ____________ Presented By: ___________________ (List the characteristics of your target audience. For example:)  Small-business owners  Males 18 to 35 years old  Parents of 3- to 8-year-old children  Method of contact Message (Describe how you contacted your potential customers.) ____________________________________________________________________________ ____________________________________________________________________________ (Describe the value proposition that you offer. What message do you want to convey to your target audience? For example, "We offer competitive pricing.") ____________________________________________________________________________ ____________________________________________________________________________ (List how the target audience responded to your marketing campaign. Did they make a phone call, make an inquiry for more information, or buy one of your products? Keep a count of the types of responses that you received.) ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ Responses Response Count  Telephone Inquiry ___________  Website hit ___________  Inquiry for Information (from phone call or website) ___________  Purchase ___________  Drop-in business ___________  Repeat business ___________ Cost (List the costs involved in the marketing campaign. Break down the costs by marketing method, including brochures, mailings, newspaper ads, and any other methods used. Include the number of pieces for each campaign method.) Marketing item Number of pieces Costs Marketing Brochures ___________ ___________ Mailing ___________ ___________ Mailing 2 ___________ ___________ Response (List the total number of responses, the types of responses, and the number of each type of response. Identify how many responses need follow-up. For example, did you experience an increase in hits on your company Web site, or did you receive more inquiries about your product or service) ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ (Identify how the sales from new customers match up against your marketing costs.) Customers Added Sales Marketing Costs _______________________________ __________ ________________ _______________________________ __________ ________________ _______________________________ __________ ________________ Value of the Sale (Evaluate if your marketing message is the right message. If not, identify where it went wrong. For example, did your message target the wrong audience, or was it the wrong message to the right audience) ____________________________________________________________________________ ____________________________________________________________________________ ___________________________________________________________________________ (Describe the improvements that you can make to the product or service and to the campaign itself.) ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ (Analyze the cost of the campaign. Was the campaign too expensive? If so, what made it too expensive?) ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ (Describe your return on your investment.) ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ (Describe the return on investment for each new customer.) Customers added Sales Costs Return on investment ______________________ __________ _________ _________________ _______________________ __________ _________ _________________ _______________________ __________ _________ _________________ Review (Review all of the steps. Describe what worked well. Identify any improvements that you can make. For example, do you want to create a better message, add a new target audience, or determine how or where to cut costs?) What worked Improvement Message (We love kids) (Your child’s safety is ours) Costs (Brochure gets great response) (Find a printer who can deliver the same product for less) Audience (Great response from target audience) (Older children are also responding well to our product) Comment: (Expand our target market to include parents of 3 to 9 year old children). ________________________________________________________________________ ________________________________________________________________________ ________________________________________________________________________