The Right Tool for the Job

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.

The CAST system evaluates the following measurements by using a simple three option metric: High, Medium, and Low.
• Impact or Impression
• Size of Audience and Reach
• Cost per Contact
• Sales Lead Development
• Message Control
• Timing Control
• Repetitive Contact
• Reaction Speed
• Credibility
• Closing the Sale

You can use the CAST system to determine which of your efforts are actually providing a maximized return on your investment. Plus, it also helps you to identify areas of your marketing and communications that may need further integration with one another for increased effectiveness.

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 All too often, our marketing efforts are out-of-date and we don’t know it, or we spending our limited funds on efforts that are not cost effective.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, PCM