You can have a daily motivational quote, announcements, notifications or articles. You could even use this area for employee or franchisee recognition, awards, events and other happenings. This page will grow to be as long as your information demands. You manage this in your “Admin Area”, which is usually controlled by the marketing manager, or media buyer.

Once you post your new information it is immediately viewed by your home office as well as all your other outlets, or locations. In order to view this others would have to be logged in, as with anything in the program. This is a great communication tool that allows you more contact with others in your corporation, helping everything to flow smoother.

What do you want to do?

Determine what you need to track.
Set up the tracking mechanism.
Track the responses to your campaign.
Evaluate the campaign.
Prepare for the next marketing campaign.

Determine what you need to track
Before you start a marketing campaign, consider carefully what information is important to track
and who you want to target. For example, if you already know which of your customers are men and which are women, you might want to send different promotions to each gender. If you don’t know, that might be information that you want to track this time, so that you can better target your future campaigns.

What do you know before you start?
The information that you collect about your customers is the foundation for an effective marketing effort. When you collect customers’ personal characteristics and organize customers into groups that share characteristics, it becomes possible to see patterns in their responses that are based on their common characteristics.

When you link customers’ responses to the significant characteristics that influenced their decision to respond, you develop a rich store of knowledge for serving your customers better and improving the success of your subsequent marketing efforts.

Here are a few examples of the characteristics that you can track and what you can learn from them:

Repeat customers If you identify your repeat customers, you can contact them to determine why they keep coming back or to tell them about sales and special offers.

Infrequent customers If you haven’t heard from customers in a while, you can offer a discount or other incentive for their repeat business. Or you can contact them to find out how you can encourage their return.
Customer location If you know where they live, you can offer customers in a specific locale products or services that make sense for their climate or location.

Customer gender If you know customers’ gender, you can provide information about products or services that are relevant only to women or men.

Customer age If you know the ages of customers, you can provide products or services that are targeted at their stage in life (such as retirement-planning strategies for those in their twenties and for those in their fifties). Purchase history If you know the purchase histories of customers who have responded to a mailing and
your goal is to expand your customer base, you can purchase a mailing list of people who have bought the same products and send a similar mailing to them.

Response preference By using recipients’ responses, you can target each customer with a different follow-up that suits the customer’s response. Some customers may respond by phone, others with a visit, and others by e-mail. Each
of these suggests that you match your customers’ preferences with a different follow-up approach.

How well are you doing?
While you are collecting information about your customers, you also want to track how well your marketing
efforts are working. You need to decide which of the many variables you want to test and how you can measure their impact. For example, if you use a postcard mailer, you may want to try more than one design or offer and track the success rate for each.

Other information that may be valuable to track includes:

Rate of response Of all the customers whom you contacted, how many responded? Incentive response If you provided a few different offers to encourage customers to respond, you can track which incentives prompt the greatest response rate.

Method of contact If you provide customers with different ways to respond — for example, by postcard, phone call, e-mail message, personal visit, catalog, or Web site — you can track the responses that you receive for each. If you use different methods to contact your customers, you can track them to see which was most successful in eliciting a response.

Isolate the variables
Be sure that you isolate the variables, or later analysis may be difficult. For example, if you use two
different postcard designs and each design promotes a different offer, it may be difficult to track whether one postcard receives a higher response rate because of the design or because of the offer.

Set up the tracking mechanism
Determine how to best collect the information that you will need to evaluate the campaign’s effectiveness. If your business has multiple phone lines and you use different designs or offers for a postcard mailer, you might provide
a different phone number, URL, or offer code to measure the response to each design.

If you offer gift certificates, you probably want to add unique tracking numbers. If you offer coupons and want to learn who redeems them and for what, you need to add a distinct coupon code to each coupon.

When you add a code to a gift certificate, you can associate an item from the inventory with the gift certificate and track that item. If you offer coupons, adding a unique code to each coupon can prevent customers from sharing
copies of coupons. Adding unique codes to event invitations is seldom useful. You need to track only the customers’ names.

Track the responses to your campaign
You have sent out your campaign. Now it is time to track the responses. Document your results to see which variables work and which you need to improve in the next stage of the campaign or in subsequent campaigns.

There are two basic methods for tracking a marketing campaign. Whether you receive customer responses online, through the mail, over the phone, or face-to-face, you can track responses in one of these two ways:

On a printed list that you keep near your telephone, e-mail inbox, or front counter where you interact with customers. If you provide a different phone number with each of several postcard designs, you can print a unique recipient list for each phone number so that you have the correct recipient list ready when you answer each phone line.

Evaluate the campaign
Analyze the results based on
the campaign goals. For example, did you want an increase in new customers or more business from existing customers? If customers responded to one offer over others, what was it about the offer in combination with the customers’ personal characteristics that succeeded?

If you used more than one design or offer in a postcard mailer, did recipients respond most favorably to one design or offer over the others? Apply what you learn from tracking to improve your marketing campaigns now and in the future. This step is the culmination of your tracking efforts to improve the return on your investment.

Prepare for the next marketing campaign
Tracking the response to a marketing campaign helps you to improve the next campaign. You want to keep what worked and change what didn’t. Your recipient list is one of the resources to keep, refine, and reuse.

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.