Millennium Marketing Research®

Tom Schori DBA Millennium Marketing Research®, 808 Ironwood, Normal IL 61761, 309-532-8466

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Program Evaluation

Many times organizations implement programs to achieve some objective but, because of time constraints, lack of resources, or lack of program evaluation skills, they never get around to evaluating the extent to which the programs achieved their objectives and/or determining whether or not the programs should be continued. Talk about the potential for wasting an organization's financial resources!

Millennium Marketing Research^® evaluates programs of every description (e.g., sales promotion programs, training effectiveness, advertising campaigns, prospecting programs, etc.). While we're sometimes able to  ferret out the necessary data, within an organization, to evaluate a program's effectiveness after the fact, it is far better to have us give you the evaluation guidelines before you set up a program. That way, the necessary data will absolutely be available for us when the time comes to evaluate the program's effectiveness.

You might want Millennium Marketing Research^® to evaluate what seems to you to be a small program, perhaps something as seemingly simple as a sales promotion effort involving, say, a 50 cent coupon. Based upon our evaluation, chances are we'll be able to make recommendations to your organization which will add significantly to your "bottom line," even after you've paid our model program evaluation charge.

Of course, it could be a much greater project, as was the case when a company approached us about evaluating a sampling program which, if rolled out nationally, would have cost about $100 million annually. We proposed that the program be a scaled-down $500,000 pilot sampling program. Since the effort was designed to generate switching to one of the company's brands from competitive brands, we were able to design a program evaluation procedure up-front.

As it turned out, we had to recommend that the sampling program not be implemented nationwide, since, based upon our evaluation of the pilot effort, it would not be cost-effective.

A word of advice

Before you implement any program, make sure that you set it up so that its worth can be evaluated, modified, or even eliminated, as appropriate. Millennium Marketing Research^® can help you!