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Presenters
Moderator: Sherri Fishman, President, Fishman PR
Desirae Franco, Director of Communications & PR, The Dwyer Group
Robert Pifke,Chief Marketing Officer, Real Property Management
KT Remus,Vice President of Marketing RetroFitness
Marketing Factors
Key Performance Indicators
Profitability
Click Thru RateCost per Lead Conversion rates
Average Purchase Size
Web SessionsUnit sales Impressions
Attrition Organic RankingReputation Scores
Net Promoter Score
Margin
Market Share
Leads
Open rate
Cost per Sale
Share of Voice
Solutions
How to employ KISS
• Start measuring what you can• Leverage agency & vendor reports• Ask customers how they found you• Map key activities & results over time• Pay attention
Google Analytics Timeline
CRM System
Online Reviews
Paid Search
Competitive Tracking
Public Relations
Manually track and coordinate results, if necessary
Use the data sources available to you
If a franchise system, conduct “bucket” comparisons
Employ constant improvement
Measure what Matters…to your company...to your supervisor...to your stakeholders
ROI is in the eye of the beholder!
What matters?How do you measure against something you don’t control?
Find a way to matter!
Corporate goal is to increase revenue.
What do you control? Website traffic.
How does this convert? Know your numbers!
Measure Holistically not Myopically
Rather than celebrating all placements, be critical of each• Look at more than just circulation – sentiment, headline,
link, competitors, tier?
Create an objective scorecard to rate your placements• Use the scorecard for performance measurements• Build annual goals based on scorecard metrics
Other useful metrics for performance overview:*• Share of voice• Potential Reach• Sentiment – Not all sentiment ratings alike
*Great for performance overview, not for ROI
Using Data to Your Advantage
Website traffic correlations
Emails subscriber increases
Downloads Purchases or services booked
CONTENT MARKETING
• Big Brand Alignment (David’s Bridal Example)
• Self Published 3rd Party Content (NEO Example)
• Member/Staff Generated Content
• Public Relations/Media Opportunities
SOCIAL MEDIA MARKETING
Management Tools • Rallio (Retro Fitness Tool)• Sprout Social (Agency Tool)
Budget/Spend Management • Local spends• National spends
PUBLIC RELATIONS
• Contributing Expert Content to Media Outlets• National Placement (Undercover Boss)• Fox & Friends Business Contributions• Wall Street Journal• Fitness Content V. Brand Content
CUSTOMER REVIEW SITES
• Reputation Stats (3 Star Curse)
• Big Three Review Sites
• Responsiveness is Key
• Listening & Responding
EVENTS
Community Building
Sponsorships (More Than a Logo – Create a Buzz)
Fundraising (Local v. National)
Segmented Market Events (ie: Lunch & Learns & Health Fairs)
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