Insider’s Tip of the Week: Vic Dodier


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Each week, we feature tips from industry insiders. Have a tip to share with our readers? Let us know.

This week’s tip comes to us from Vic Dodier, President of Dodier & Company:

“Every marketing professional knows that during an economic downturn, advertising and promotions are critical for maintaining a competitive presence. Yet marketing is one of the first areas to be cut.
Consider tracking your marketing programs to show ownership and management how marketing supports their efforts. Tracking reports provide hard evidence of increased traffic and sales, which in turn can help you keep your marketing budget intact.

Follow these steps to track your programs:

1. Use incentive-based programs for trackability
At Dodier & Company, we produce seasonal direct-mail brochures that feature retailer incentives. When soliciting participation from the retailers, be sure to remind them to keep all redeemed coupons for follow-up surveys.

2. Conduct merchant surveys
At the end of each marketing program, distribute survey forms to all participating merchants. Survey questions can cover such topics as coupon redemptions, targeted mailing areas, brochure format, and traffic and sales increases as a result of the program. In addition to helping compile results for ownership, the surveys also provide valuable feedback for future programs.

3. Compile your report
Once all the survey responses are in, compile the findings into a report. This would include an overview of the program, percentage of participants, number of coupon redemptions, the rate of return and a spreadsheet with individual merchant responses.”

Want to know more about Dodier & Company’s retailer incentive marketing programs?

E-mail Vic or visit Dodier & Company online at www.Dodier.com.


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