Tracking

It's the only question that really matters . . . Is it working?

Even the most successful marketing campaigns can start off slowly . . . really slowly.

The key is to rapidly improve results as the campaign progresses. In order to ramp up performance, we follow this progression:

Test

A Burst Marketing campaign will begin by rolling out just a small fraction of the overall campaign. For example, we may begin by marketing to just a few dozen prospects.

Measure

Before testing begins, we will choose one or two benchmarks (some call them Key Performance Indicators or KPI) to track performance. Tracking the number of subscribers to your blog is a good KPI. Then after the initial test, we will have a baseline measurement that will serve as a comparison to future results.

Adjust

There are so many variables that can affect results. Are we using the right headline? The right offer? The right color? The right list? The right sales process? They all can make a difference. Small adjustments are made as the campaign progresses in order to achieve maximum results.

Repeat

The process of Test > Measure > Adjust continues until the campaign has been fine tuned. All along the way, performance has been measured against previous results. Once a satisfying success rate is reached, the campaign is ready to be expanded to a broader audience. Further tracking cycles will be desired to maintain results.

Burst project management involves

• A senior project manager for a single point of responsibility.
• Additional project manager(s) as required for back-up and urgent priorities.
• A kick-off meeting to launch the campaign and finalize the project calendar.
• Regular meetings and reports - weekly, bi-weekly, and / or monthly.
• Behind-the-scenes creative management by Burst principals.