The promise of direct marketing has always been that the results it generates are measureable and quantifiable. And for the few organizations that have taken the time to measure their direct marketing results, this has proven to be true. For others, though, direct marketing measurement has been too costly and tedious to attempt.
Research Rabbit’s Direct Marketing Assessment is the easy and inexpensive way to measure the total effectiveness of your direct marketing campaign. Using a variety of test-and-control measures, this survey will quantify the impact of your direct marketing campaign on key message retention, brand perception, sales, and category share. And by plugging your profit margin and direct marketing costs into the included ROI calculator, the survey will help you to estimate the profit impact of your direct marketing efforts as well.
- A 10- to 12-minute online survey, customized for your particular category, brand, and situation
- Survey fielding among the target audience of your choice, using research respondents from the most respected sample providers and/or your own email lists
- A comprehensive 40- to 60-page PowerPoint style report that details all findings and conclusions (see excerpts from a disguised Research Rabbit report)
- All survey data, supplied in your choice of the following file formats: SPSS, SAS, Stat, Excel, dBase, fixed ASCII, or delimited files
- Number of people in your target audience
- Number of target customers that experienced your brand’s direct marketing activities (e.g., direct mail, push email, outbound telephone calls, etc.)
- Lift in sales penetration due to your brand’s direct marketing activities
- Brand perception impact due to direct marketing activities (e.g., impact on favorability, purchase consideration, recommendation rates, perceived value, etc.)
- Impact on key message retention due to direct marketing activities (e.g., impact on favorability, purchase consideration, recommendation rates, perceived value, etc.)
- Contribution to brand perception generated by each direct marketing medium (e.g., direct mail, push email, outbound telephone calls, etc.)
- Respondent demographics for up to 10 client-defined variables
- Executive summary of key findings
- Methodology used to arrive at results
- Annotated tables and graphs depicting all question results
- Annotated cross-tabulation charts and graphs for up to two “banner” or “cut” variables (e.g. users versus non-users, males versus females, etc.), as defined by the client
- Customized ROI calculator that uses survey results and the direct marketing costs you enter to calculate the financial return on your direct marketing investment
- Additional analyses deemed suitable by Research Rabbit
Customized analyses and client-specified research topics not outlined above can be added at an additional charge of $250/hour. Please discuss your custom needs with a Research Rabbit representative when ordering your study.
