Marketing is the least of my worries.

The last segment of the project is to determine how we will evaluate the success of out marketing campaign.  Now I really should have decided on a communication objective to do this but I'm still torn between an informational campaign and an image campaign. Looking back on what I wrote last Sunday before I was reminded of the simpler labels for the communication objective I think I am leaning towards an image campaign. That does not preclude some informational components.

So if we are going to do an image communication objective to support a retention / stimulate demand marketing objective how do we measure the shift in customer perception?  Is simply tracking the number of repeat customers enough?  Can we even do that?  We currently only track on-line sales. The majority of customers go unrecorded because they are a cash sale from one of the current men to a customer.  Do we shift focus from the calendar to the apparel which is a much more visible show of support and ties in better with the image objective?  Maybe this is the right approach continue the calendar because that is who we are but focus on the apparel because it overcomes many of the objections to the calendar.

I think I've said it before the more I work on this 'marketing" project the more organizational and operational components I see need to be addressed in addition to a simple marketing campaign. Market is certainly a week point but I wonder do we have the processes in place to manage and track an active marketing campaign?

OK I think I have lost the focus of the project.  Evaluating the campaign in the end comes dack to the marketing objective.

Evaluate:

The change in the number of repeat customers.  If this increases we have successful campaign.