The Right Tool for the Job

by David Kinard

Likely the one greatest challenge plaguing many companies today is how do they measure the effectiveness of their marketing efforts. One great tool for evaluation, originally developed by George Black, is the CAST system. This analysis model can be applied to any marketing effort, including ads, newsletters, press releases and more. The benefit of evaluating your marketing communications through this tool is an increased awareness of what works, what doesn’t and if you’re using the right tool for the job.
Measurement
Description
Rating

IMPACT OR IMPRESSION
Does the effort get attention, penetrate consciousness and is it remembered?
High
Medium
Low

SIZE OF AUDIENCE/REACH
Does the effort reach large numbers of prospects/customers at the same time?
High
Medium
Low

COST PER CONTACT
Is the effort efficient in reaching large numbers of prospective customers?
High
Medium
Low

SALES LEAD DEVELOPMENT
Is the effort effective at securing inquiries from the audience reached?
High
Medium
Low

MESSAGE CONTROL
Does the effort have the ability to state and restate the message to fit the need or to overcome objections as they are raised?
High
Medium
Low

TIMING CONTROL
Does the effort have the ability to reach out to prospects when needed, or when buying action is imminent?
High
Medium
Low

REPETITIVE CONTACT
Is the effort suitable for repeating the message with effective frequency without wearing out your welcome?
High
Medium
Low

REACTION SPEED
Does the effort have the capacity for sensing the prospect’s reaction rapidly so that message changes can be made?
High
Medium
Low

CREDIBILITY
Does the effort have the capacity to inspire belief and acceptance?
High
Medium
Low

CLOSING THE SALE
How effective is the effort in getting the customer to make an order?
High
Medium
Low
There is a bottom-line benefit to using this type of analysis tool in evaluating your marketing efforts. All too often, our marketing efforts are out-of-date and we don’t know it, or we spending our limited funds on efforts that are not cost effective. By taking the time to assess your marketing efforts and make any necessary adaptations, you help to ensure success.

David Kinard, M.Ed., PCM, (The Marketing Guy) is a marketing expert that speaks professionally, and is the principal of Access Marketing Solutions, a Seattle-based firm that works with associations that want to revolutionize their industries, and their members who want to reenergize their marketing. He can be contacted at 206-525-5501 or by visiting www.marketingguy.com where you can also join his FREE email newsletter MondayMarketing(tm).
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