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February 2009

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Part V: Measuring the Value of Pay-on-Performance: Direct Marketing

By admin on February 4, 2009

This seems to me to be one marketing discipline that begs – if not demands – a Pay-on-Performance strategy. In fact, I know of no company doing this that doesn’t measure the response and conversion, be it a mailer, Internet or social networking campaign. But to make your numbers ring truest, marketers should ensure the following tenets are present: *…

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Part IV: Measuring the value of Pay-on-Performance: Crisis Communications

By admin on February 3, 2009

All bets are off for Pay-on-Performance working in a crisis communications situation, right? WRONG! Typical goals of executing crisis communications plans usually include these elements: – Reducing the amount of internal resources used to respond to queries – Effectively getting the corporate message out in a timely manner As such, agencies can show their effectiveness in meeting those goals on…

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Part III: Measuring the value of Pay-on-Performance in Event Marketing/PR initiatives

By admin on February 2, 2009

This one is a no-brainer, right? I mean – event market on a Pay-on-Performance model. Well…..yeah! If the purpose is to draw qualified prospects – be they customers, investors, partners or other stakeholders – to an event, then the marketing and PR firms on record should hold themselves to a metric that aligns the consulting fees to doing just that….

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