CaseStudy on Evaluationof a Marketing Campaign
Fromthe case study, the initial marketing plan conducted targeting menaged about 45 years and above involved sending direct letters to thehouseholds. Other methods employed were print ads, published in thelocal newspaper in the sports and financial columns. The other methodused to target this group was social media sites with a highpotential of reaching vast scores of the target group (Westwood,2013).Some of the sites included Facebook, where they used boosted postsand other pay-per-click advertisements. After building the awareness,the team decided to initiate their program. During this initiative,the team would conduct free health screening for the patients andhold educational learning programs for the community members. Theseefforts would enhance the team’s ability to make an impact in thecommunity. The first marketing initiative was not as effective as theteam expected. Very few individuals attended the classes andscreening while there was no raise in the appointments made forprostate cancer. The social media advertisements were also asdisappointing as the other initiatives. Very few activities wereobserved in the sites, which was disappointing for the team.
Duringthe initial assessment, the team thought that they were using theright type of marketing tools that would help them to reach thetarget group. However, they had not analyzed some factors such as theflow of information and the decision-making mechanisms in thissociety. After initiating the marketing techniques, the team shouldhave determined what indicators could be associated with the successof the project (Armstrong,Adam, Denize & Kotler, 2014).By employing several evaluation tools, the process of identifying theindicators of success should have been an easy one (Sun,Sheng & Liu, 2014).These tools would assist the team to analyze and report the progressof their marketing efforts and initiatives. Evaluation mechanismhelps the researchers to keep track of the performance of a projectwhile indicating the outcomes that are essential for takingcorrective action for the strategies or for an addition ofreinforcing features (Castellanos,Guerri & Arce, 2015).
Afterdetermining the indicators of project success, it is important todevelop some measures that aid in achieving long-term effects of theproject and maximizing the results of the project. Some of the usefulevaluation techniques for the marketing plan would have been ageneral analysis of the expected number of participants in the targetgroup (Simmons& Lehmann, 2013).This data can be obtained from evaluating the available medicalrecords that would have assisted to determine the possible number ofpeople suffering from the condition than making just mereassumptions. Another evaluation method is the observation of thebehavior of the patients who had gone through the treatment therapy(Kotler,Burton, Deans, Brown & Armstrong, 2015).It means evaluating how open the patients were at disclosing theirmatters. If the patients exhibited difficulty in expressing theirproblems, it means that the team would have to use a marketing methodthat is convincing enough and one that can observe the sensitivity ofthe matter.
Beforedeveloping any marketing initiative, it is important to evaluate thecharacter traits of the target population as well as the generalperception of the group on the matter one wishes to deliver (Chong,2012).It would assist to design the most appropriate solutions to themarketing initiatives. It is important to identify some indicatorsthat one may use to evaluate the success of the marketing techniquesas just anticipating for good results may bring about disappointmentin the end (Castellanos,Guerri & Arce, 2015).A continuous assessment of the progress of the methods would assistto identify several niches in the process as well as assist inidentifying potential areas to make adjustments (Sun,Sheng & Liu, 2014).
Conductinga survey of the users of the program is essential in determining thebest methods that would reach them and prompt their responseeffectively (Simmons& Lehmann, 2013).Surveys are easy to use especially now with technologicaladvancements one can administer online and mobile surveys which arecost effective. The model depends on the context and the demographicnature of the target group (Westwood,2013).Surveys can be developed in less time and can facilitate thecollection of a broad set of data such as opinion and attitudes thatare essential in developing an efficient marketing plan (Simmons& Lehmann, 2013).If the respondents are not entirely aware of the purpose of thestudy, then they mail fail to give sufficient information and itcould lead to biased findings that would mislead the research. It isalso important to conduct a cost-benefit analysis of the proposedmethods of marketing. It would assist to determine how effective themethods may be at achieving the desired results (Castellanos,Guerri & Arce, 2015).This approach would help to evaluate the strengths and weaknesses ofthe techniques used but it may have some shortcomings such as somecosts and benefits cannot be quantified. The assessment of theeffectiveness of the marketing plan should be carried out on aregular basis and if possible on a daily basis (Simmons& Lehmann, 2013).
Itis important to use more than one evaluation to limit the possibilityof the assessment tool bias (Kotler,Burton, Deans, Brown & Armstrong, 2015).Analyzing the nature of the target population as well as theeffectiveness of the assessment tool is essential for developing anefficient marketing plan. The best method of presenting the resultsof this analysis is the use of pie charts. This technique is usefulas it would assist to rate the number of respondents under differentcategories as well as assist in evaluating the general performance ofthe marketing tool against the specified standards (Simmons& Lehmann, 2013).
Armstrong,G., Adam, S., Denize, S., & Kotler, P. (2014). Principlesof marketing.Pearson Australia.
Castellanos,W., Guerri, J., & Arce, P. (2015). SVCEval-RA: an evaluationframework for adaptive scalable video streaming. MultimedTools Appl.http://dx.doi.org/10.1007/s11042-015-3046-y
Chong,R. (2012). Towards Better Evaluation Tools. JournalOf Novel Physiotherapies, 02(07).http://dx.doi.org/10.4172/2165-7025.1000e125
Kotler,P., Burton, S., Deans, K., Brown, L., & Armstrong, G.(2015).Marketing.Pearson Higher Education AU.
Simmons,C. & Lehmann, P. (2013). Toolsfor strengths-based assessment and evaluation.New York: Springer.
Sun,L., Sheng, W., & Liu, Y. (2014). Background modeling and itsevaluation for complex scenes.MultimedTools Appl, 74(11),3947-3966. http://dx.doi.org/10.1007/s11042-013-1806-0
Westwood,J. (2013). Howto write a marketing plan.Kogan Page Publishers