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Marketing 101: Setting goals

Recently, Prisma Graphic launched a Marketing 101 series. We’d now like to continue this series and discuss setting direct marketing goals.

At the outset of most direct marketing campaigns, almost everyone wants to get right to the graphic design and copy. We strongly urge you to get to the “why” of the campaign, before getting to the “what.” Setting specific direct marketing campaign goals is frequently overlooked, even though it is essentially one of the most important parts.


Direct marketing goals should always be specific to your business challenges. Below are general examples of some direct marketing campaign goals:

• Lead Generation
• Increased Market Share
• Customer Loyalty or Client Retention

After deciding on your goal(s) it is just as important to have metrics attached. In order to gauge the success of the campaign and determine your return on investment (ROI), all metrics need to be measurable and quantified by reliable reporting mechanisms such as unique phone numbers, personalized urls (pURLS) or an on-site lead capture database. (We’ll dive into reporting and ROI in next month’s Marketing 101 article.)

The point is that most direct marketing campaigns have a chance to be successful in one way or another. A truly successful campaign, however, accomplishes goals that help solve your specific business challenges.

Prisma Graphic strives to provide complete marketing solution programs and is experienced in helping to set marketing goals and tying those goals in with the overall campaign strategy. If you have any questions, please let us know. Call us at 602 243 5777 or email us and one of our marketing professionals will be happy to help you in developing a complete campaign strategy.

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[About us: Prisma Graphic is a full-service, marketing solutions provider with an emphasis in commercial printing that specializes in online marketing supply chain management. Utilizing cutting-edge technology and a commitment to customer service, we partner with clients to develop cost-effective programs that execute integrated brand campaigns and highly-targeted business communications. Our ongoing evolution is to deliver sales opportunities at the lowest possible cost.]

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BY PRISMAJanuary 27, 2011

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