Читать книгу Direct Mail in the Digital Age - Lin Grensing-Pophal - Страница 22
Table 1: Goal Statements from Direct Mail Campaigns
Оглавление| Type of Business or Service | Goal |
| Dental clinic | Increase new patients. |
| Insurance company | Increase revenue and new clients. |
| Physical therapy services | Raise awareness of practice and increase new patients. |
| Jewelry | Increase attendance and sales at jewelry shows. |
| Party rental | Gain recognition for the business and attract more walk-in clients and web visitors. |
| Men’s clothing | Increase sales. |
Hopefully, what you’ll notice from all of these examples is that while they are specific and provide an indication of what the marketer hopes to achieve through the direct mail effort, they are not measurable. By how much does the marketer wish to increase new patients, and what type of new patients does he or she want? By what date? That’s okay. These are goals. Specificity is good, but one thing that goals do not do is indicate a specific numeric target or quantifiable end point. That’s what objectives are for.
