Comments on: What should get measured? http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/ Small business marketing blog Thu, 21 Apr 2011 08:39:07 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: Asako http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-83408 Asako Mon, 08 Oct 2007 05:23:10 +0000 http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-83408 I agree the demand for "practical" help is high among small businesses. I am also trying to write practical business tips, and am finding it difficult. I have seen many small businesses do great without tracking specific key performance measures. In many cases, it is due to the strong leadership of the top management. And how leaders create such high performing organization is often difficult to explain in a measurable manner. I agree the demand for “practical” help is high among small businesses. I am also trying to write practical business tips, and am finding it difficult. I have seen many small businesses do great without tracking specific key performance measures. In many cases, it is due to the strong leadership of the top management. And how leaders create such high performing organization is often difficult to explain in a measurable manner.

]]> By: Andrew Schwartz http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79768 Andrew Schwartz Wed, 03 Oct 2007 18:55:52 +0000 http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79768 A great post that brings up a fascinating topic: how do you quantify something that is intangible? I see it as overt and covert usage. Overt can be measured easily, the the comfort of your own home (keywords, search terms, google, technorati, digg, etc). Covert is more difficult to measure and is based as much on what your audience feels as it thinks about your brand. Overt measurement can be done using direct response advertising, calls to action within marketing pieces or by actively searching for ways that people are describing your brand. Covert measurement is informed by the same techniques above, but also needs to include some form of qualitiative research. These focus groups, interviews, observation research activities can give you the information you need to understand how people feel about your brand even when they don't know they're thinking about your brand. It can be something as simple as asking your customers for the one word that they think about when they think about your business. But the most important part of all of this is to clearly communicate what your brand is all about. A brand needs to be controlled by the brand's owner. It's broadcast in everything they do, all day long. As you have made 'practical' the key to your brand, you've made sure that everything here leads with that. People may not actively recognize that Duct Tape Marketing is practical but I think you'd find that anyone who's had any experience with it would explain the advice and techniques as such. A great post that brings up a fascinating topic: how do you quantify something that is intangible?

I see it as overt and covert usage. Overt can be measured easily, the the comfort of your own home (keywords, search terms, google, technorati, digg, etc). Covert is more difficult to measure and is based as much on what your audience feels as it thinks about your brand.

Overt measurement can be done using direct response advertising, calls to action within marketing pieces or by actively searching for ways that people are describing your brand.

Covert measurement is informed by the same techniques above, but also needs to include some form of qualitiative research. These focus groups, interviews, observation research activities can give you the information you need to understand how people feel about your brand even when they don’t know they’re thinking about your brand. It can be something as simple as asking your customers for the one word that they think about when they think about your business.

But the most important part of all of this is to clearly communicate what your brand is all about. A brand needs to be controlled by the brand’s owner. It’s broadcast in everything they do, all day long.

As you have made ‘practical’ the key to your brand, you’ve made sure that everything here leads with that. People may not actively recognize that Duct Tape Marketing is practical but I think you’d find that anyone who’s had any experience with it would explain the advice and techniques as such.

]]> By: John Gatas http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79650 John Gatas Wed, 03 Oct 2007 15:58:06 +0000 http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79650 I just purchased your book, Duct Tape Marketing this past weekend because as a business owner of a Laundromat and Dry Cleaning business, I am struggling to make ends meet and need to educate myself on marketing techniques that work. I am hoping to gain insight from your book and apply the theory with my customers. I have a business that might be hindered by location. The business operates without the use of quarters and is an amazing business. I just need guidance how to approach customers for the many facets my business offers. Hope this book leads me to the promise land. I just purchased your book, Duct Tape Marketing this past weekend because as a business owner of a Laundromat and Dry Cleaning business, I am struggling to make ends meet and need to educate myself on marketing techniques that work. I am hoping to gain insight from your book and apply the theory with my customers. I have a business that might be hindered by location. The business operates without the use of quarters and is an amazing business. I just need guidance how to approach customers for the many facets my business offers. Hope this book leads me to the promise land.

]]> By: John Jantsch http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79544 John Jantsch Wed, 03 Oct 2007 13:06:20 +0000 http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79544 Phil, I know that terms like "effective engagement with your brand" scare some small business folks because of the way they such things are tossed around by branding experts, but you're dead on - this is what I'm talking about. Phil,

I know that terms like “effective engagement with your brand” scare some small business folks because of the way they such things are tossed around by branding experts, but you’re dead on – this is what I’m talking about.

]]> By: Phil Barrett http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79512 Phil Barrett Wed, 03 Oct 2007 11:59:12 +0000 http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79512 You're raising a great topic for further discussion - traditional measurement of tactics that role up to strategies which tie back to your objectives doesn't work as well in the web 2.0 environment. Your suggestions on how to measure are interesting and from my POV really lead to measuring effective engagement with your brand - which is a better indicator than page views or unique visitors You’re raising a great topic for further discussion – traditional measurement of tactics that role up to strategies which tie back to your objectives doesn’t work as well in the web 2.0 environment.

Your suggestions on how to measure are interesting and from my POV really lead to measuring effective engagement with your brand – which is a better indicator than page views or unique visitors

]]> By: John Jantsch http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79297 John Jantsch Wed, 03 Oct 2007 04:47:26 +0000 http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79297 Alisa, First off it's Duct Tape - not Duck Tape, which leads me to believe that you don't have much awareness of this brand and then when I see your edu address I'm also led to believe that you don't have any experience actually owning and running a business. The thing about a brand is that you can't be all things to all people - this brand is meant to appeal to real small business owners who know what running a business is really like - those are the folks that tell me every day that Duct Tape Marketing is dead on. Alisa,

First off it’s Duct Tape – not Duck Tape, which leads me to believe that you don’t have much awareness of this brand and then when I see your edu address I’m also led to believe that you don’t have any experience actually owning and running a business. The thing about a brand is that you can’t be all things to all people – this brand is meant to appeal to real small business owners who know what running a business is really like – those are the folks that tell me every day that Duct Tape Marketing is dead on.

]]> By: Alisa Smith http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79161 Alisa Smith Wed, 03 Oct 2007 00:48:24 +0000 http://www.ducttapemarketing.com/blog/2007/10/02/what-should-get-measured/#comment-79161 To assist with your positioning research I would like to offer my perception on your "Duck tape Marketing" brand. The name, while simple and easy to remember, portrays a "quick fix" solution. When I think of duck tape I think of someone who doesn’t know how to fix it correctly and needs a temporary (usually unreliable) solution. Now how you would measure this perception besides me flat out telling you is still a marketing mystery. I would never say this much in a survey or be so direct in a focus group. That’s why the internet revolution is such a success. I believe that blogs will become the common research forum for marketing. As for your theory on brand awareness, I don’t totally agree. While awareness builds a brand, it does not always build knowledge about the brand. For example I may remember your funny brand name, but I have no clue what it is you do. This is something that can be measured but is still difficult to put a profit margin on. To assist with your positioning research I would like to offer my perception on your “Duck tape Marketing” brand. The name, while simple and easy to remember, portrays a “quick fix” solution. When I think of duck tape I think of someone who doesn’t know how to fix it correctly and needs a temporary (usually unreliable) solution. Now how you would measure this perception besides me flat out telling you is still a marketing mystery. I would never say this much in a survey or be so direct in a focus group. That’s why the internet revolution is such a success. I believe that blogs will become the common research forum for marketing. As for your theory on brand awareness, I don’t totally agree. While awareness builds a brand, it does not always build knowledge about the brand. For example I may remember your funny brand name, but I have no clue what it is you do. This is something that can be measured but is still difficult to put a profit margin on.

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