CMO Q&A: How Do You Measure Marketing Results and Effectiveness?
In each issue of Franchise Update magazine, we profile franchise CMOs and marketing leaders, asking each the same set of questions. Their responses say a lot about who they are, their culture, their values, and where they're taking their companies.
Throughout the year, we'll be selecting one of those questions - and providing answers from the most recent CMO profiles. If you like what they say or are curious to learn more about these franchise marketing leaders and their thoughts on other topics, we've provided links to their full profile.
This week's question is: How do you measure marketing results and effectiveness?
Claudia Schaefer, CMO, Jamba Juice
We use strategic KPIs dependent on the channel and initiative. For a new item rollout, we may look at the product mix and units per day to gauge traction. On social media, we place a large focus on engagement, while also measuring impressions, share of voice, and fan growth. In public relations, we consider impressions, share of voice, and sentiment. On a higher level, we reference industry benchmarks and look for a lift in sales and traffic. Read full profile.
Katherine LeBlanc, CMO, Painting with a Twist
The number-one measurement is sales. Depending on the tactics or the leading measures you choose, you can predict whether your plan will have the results (sales increase) you want. But at the end of the day you are successful when sales go up! Read full profile.
Kieran McCauley, Vice President of Marketing, HealthSource
HealthSource has two KPI areas: one for brand goals, the other for revenue goals. This helps us separate our efforts to build brand awareness through advertising and public relations, and consumer engagement using social media from initiatives to drive new patients, patients visits, and product sales into our clinics. Read full profile.
Denise Pedini, Executive Vice President of Marketing, Pizza Inn
We look at our sales numbers, traffic data, and feedback received from our key franchisees. We also weigh feedback from our customers. We have some loyal Facebook followers who always let us know if we are promoting their favorites on the buffet. They also let us know if we have removed something they want back. Read full profile.
Kristina Van Bruggen, Vice President of Marketing, Sizzler USA
A strong partnership with our analytics team and our marketing, public relations, and advertising agencies is key to measuring and optimizing our results. To better understand Sizzler's lift, awareness, and first-time trial, we look at our KPIs (which include traffic, margin growth, and mix shift) in conjunction with consumer tools like guest intercepts and social media listening tools. These qualitative and quantitative results provide rich information for brand initiatives, and ultimately tell us if what we're doing is working or not. Read full profile.
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