January Webinar: How to Measure Marketing Return on Investment
While “Jobs Won” is the ultimate criteria for measuring marketing success, it does not help distinguish the elements of your marketing effort that are most effective from those that are inefficient and a waste of time. Led by Sally Handley, FSMPS, SMPS National’s January 31 webinar will help you to begin evaluating your marketing efforts by providing guidelines to develop marketing efforts that can be measured.

Marketers in the professional service industries lag behind our corporate counterparts in the ability to definitively measure the return on our marketing investment. In December 1997, an independent research study comparing marketing practices between professional service industries found that “only 23% of respondents calculated the ROI of their promotional vehicles.”

This month’s webinar, Evaluating Effectiveness: How to Measure Marketing ROI, will offer specific advice on how to measure and evaluate:

1. networking and participation in professional activities

2. direct mail

3. advertising

4. publicity

5. proposal efforts

6. presentations.

The program will include the results of original research conducted in January and February of 2003, as well as case studies of current practices in the A/E/C industry.

From this program, participants will gain:

• clear guidelines on how to develop marketing efforts that can be measured
• the ability to identify a variety of criteria, in addition to “Jobs Won,” by which to measure marketing effectiveness
• current best practices used to measure marketing ROI in the A/E/C industry.

Presenter Sally A. Handley, FSMPS, President of Sally Handley Inc., has nearly 25 years' experience in the marketing of engineering and architectural services. An adjunct faculty member at Pratt Institute in Manhattan, Handley co-authored Charting Your Career Path: Career Opportunities for Professional Services Marketers in the 21st Century, an SMPS publication.

The per-site registration fee for this webinar is $149 for SMPS members and $249 for nonmembers. For more information and to register for this webinar, please visit www.smps.org/education/webinar.htm#purchase. [ return to top ]