Trigger Marketing

“I only got back 27 coupons” our client said. “I expected 300”.

We designed and ran a print ad three times in the local newspaper at a cost of $125.00 per ad.

We sat down with our client and asked a few more questions to see the “real” success/failure of this campaign.

First we asked how many of the customers that redeemed a coupon would he consider new? He said about 11. We then asked, what would be the average spend by each of those customers? “They would spend about $25 each”. The last question was, supposing they enjoyed buying from you, how many more purchases would you expect over the next 12 months? He said about 5.

11 new customers x $25 average purchase x 5 purchases per 12 months = $1,375.00

Those 11 new customers are not worth $25 each, they’re incremental value over the next year is $1,375. That’s a good return on a $375.00 investment.

Make sure you’re measuring what really counts.

To learn more, download our free eBook "Seat of your pants marketing - The 10 biggest mistakes small businesses make and what to do about it"

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