Measuring Interest
Measuring Interest
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Marketing ROI: Measuring Interest (PDF-441 K)
Interest is the bridge between the awareness generated with "broadcast" communications and more targeted tactics meant to build desire and generate action. On the surface, it means that your audience members have more than a passing familiarity with your company and what it does. They associate value of some kind with your brand.
Anecdotal Information
In addition to the examples above, the following anecdotal information shows the benefits of interest-building campaigns:
Get interest
Moving your "aware" prospects to a state of interest can be a challenge. But it's one we know quite well. Let us help you find ways to produce solid, measurable results in your interest-building marketing and sales efforts.
Marketing ROI: Measuring Interest (PDF-441 K)
Interest is the bridge between the awareness generated with "broadcast" communications and more targeted tactics meant to build desire and generate action. On the surface, it means that your audience members have more than a passing familiarity with your company and what it does. They associate value of some kind with your brand.
Godfrey Case Study No. 1
One of our clients recently participated in a two-day, online summit for semiconductor manufacturing and created a Web resource center in conjunction with the summit. The site recorded 200 visits, 109 of which were unique visits, and there were 34 items downloaded. In addition, traffic to the client's main web site increased and more literature was downloaded.
Godfrey Case Study No. 2
Another client launched a cause-related marketing program and, through our efforts, received prominent coverage in a key trade journal. A distributor who had never done business with our client saw the coverage and called the senior marketing director to sign on as a distributor. And a competitor told him that his company had noticed the PR campaign and was modeling a similar program.
Anecdotal Information
In addition to the examples above, the following anecdotal information shows the benefits of interest-building campaigns:
- A few weeks after our client posted a white paper applying its technology to a specific industry, it recorded 100 downloads.
- Following an aggressive print advertising campaign, another client was inundated with inquiries from the web destination page. Two years later, they are still receiving inquires from the site.
- A third client shifted its advertising to more closely align with the corporate message emphasizing product quality and applications engineering expertise. It now ranks above their top competitors in both categories.
Get interest
Moving your "aware" prospects to a state of interest can be a challenge. But it's one we know quite well. Let us help you find ways to produce solid, measurable results in your interest-building marketing and sales efforts.
