An executive
on a past product launch
asked for a response rate on a magazine ad
the week after it launched.

He came from the direct mailing world.
With a direct mailer,
you can expect 80-90% of responses
between one to two weeks of mailing.
Calculating a response to an ad
in a magazine
might take the month or more.

If we had given him the extremely low numbers
we had after that first week,
he would have declared the marketing compaign a failure.

Marketing plans are important.
They lay out not only the marketing techniques and budget
but the response timelines.

This entry was posted on Tuesday, March 18th, 2008 at 6:00 am and is filed under Marketing. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.