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Marketing ROI: Measuring Desire (PDF-199 KB)

The key to developing desire for your brand is showing that you have experience in the prospect's market, that your expertise is relevant to their situation and that you have solutions that produce substantial benefits. With “desire,” your prospects understand that you could offer help them save money, save time, reduce downtime, improve productivity, and so on. They move beyond interest and closer to action.

We recently helped one of our clients launch a monthly e-mail campaign to a key specifying community. We promoted it with an integrated program oriented around a trade show, with support from direct mail, online ads, and a variety of other promotional activity, including their "on-hold" telephone message. The client got 900 signups in the first 60 days, and the numbers continue to grow. The U.S. sales force will tell you that, as a result of the newsletter, they are having more productive conversations with prospect and customers. Recipients are better educated about their products. And their brand of products are being written into specifications.

When one of our clients had a major reorganization to announce, we chose one of the industry's major shows to kick it off, with pre-show, at-show, and post-show advertising, direct mail, collateral, and public relations, including a press conference. The result was roughly a 60% increase in brand preference.

Anecdotal Information
In addition, we helped a client capitalize on a major milestone with news value and capture $7 million worth of publicity in key publications. Previous years they had averaged about $200,000. Sales reflected the increased desire created by the campaign.

Show Some Desire
Shaping your program and message to develop desire among your target audiences often requires experience and an integrated effort. We can help you find ways to produce solid, measurable results in your marketing efforts designed to produce desire.