Campaign management is about maximising your return on £ Adspend, your ROI or Cost per Response. This is a specific element of managing a Marketing Database, for more info see below.
We have written a number of Bespoke Marketing Databases over the years for organisations such as Avis Fleet, Alcon and Army Recruiting Group. Fortunately for all of us the the advent of open source software has significantly reduced the costs of running quite sophisticated marketing databases from £100's of thousands to the low £10's of thousands a year.
The problem with databases is GIGO, Garbage In Garbage Out. In other words you need to think about how you are going to structure your database and catagorise your data elements so that when you undertake a search, that search returns what you are expecting. This can easily go wrong particularly when you are using conditional searches.
So we have a page on our website for each of our Products (Groups) and a form to fill in to express an interest. Our marketing is driving traffic into the site, media codes tell us where the enquiry has come from, and if we are expecting Campaign A to drive traffic to Product A, and traffic visits Product C as well then we have learned something.
So we are capturing data on :-
The Diagrams below demonstrate, using the West Midlands Police case study, how climbing the Loyalty Ladder moves from a rational to an emotional status as you becone involved with the brand.
We were approached by Alcon Laboratories to build a database of UK contact lens wearers.
Clearly some of this information is confidential to Alcon, but as an overview which is in the public domain we ran a press campaign, the offer being to redeem a voucher at your nearest stockest for a free bottle of contact lens solution. This drove footfall into the distributors (Optomitrists) and built a 100,000 strong database of contact lens users.
Please see below charts that look at total responses and cost per response. This clearly demonstrates that certain publications can be more effective and cost effective than others. This analysis enabled us to reduce cost per response from say £30 to £3, an investment that would be repaid by 2 sales of Contact lens solution. A breakeven cycle of 2 months rather than 20 months.