Each campaign or project should have a defined purpose and assigned key performance indicators to measure how successful the activity has been. It is essential to constantly review outcomes against those KPI’s and modify activity accordingly when necessary.
No business works in a vacuum and market forces can affect the outcome of marketing activity and a business must be agile and respond quickly to a changing competitive landscape.
The phrase “fire bullets not cannonballs” coined by Jim Collins supports the approach of trialling different methods and measuring the return on your investment before committing to a major expenditure. This can prove an extremely cost effective approach particularly when budgets are tight and has deployed by Paul Stevenson on multiple occasions.
As part of an ongoing strategic partnership at boardroom level Paul Stevenson will direct and assist your internal teams to implement specific campaigns and define the KPI criteria for each activity.