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)