Haven McCoy
Fall 2024
Evaluation
The evaluation portion cements the process as a
fully comprehensive and circular
marketing plan.
This phase could include a discussion on:
- Metrics
-Contingency
In this portion of the marketing plan, we will be looking at metrics and contingencies.
Marketing is an ongoing process of refinement and adjustment, and measuring the success of a marketing plan is a crucial step in ensuring that the campaign meets its goals. For the Oral-B iO electric toothbrush, targeting undergraduate and graduate students at IU Indianapolis, evaluating the marketing plan will involve clear metrics for tracking success and contingency strategies to handle unexpected changes in the marketplace. This essay outlines how I would evaluate the success of the marketing campaign, focusing on key metrics such as customer surveys, sales tracking, and patient volume, as well as how I would plan for contingencies in case the plan does not go as expected.
The first step in evaluating the success of the marketing plan is identifying the right metrics. These will allow me to track whether the marketing efforts are achieving their objectives and if the target audience is responding positively to the campaign. For the Oral-B iO toothbrush, I will use the metrics from customer surveys, sales tracking, and patient/customer volume. Tracking sales will be a fundamental metric to evaluate the success of the marketing plan. This includes monitoring both the number of units sold and the sales revenue generated during the campaign period. Sales data can provide clear, quantifiable evidence of whether the marketing strategy is driving purchases. I would use tools like point-of-sale (POS) systems, online purchase tracking, and retailer sales reports to monitor the sales performance of the Oral-B iO electric toothbrush. Comparing sales figures before and after the marketing campaign can help determine the direct impact of the promotional efforts. Although this is more relevant in a healthcare context, tracking patient volume in dental offices can be useful in understanding how the Oral-B iO electric toothbrush is being recommended by professionals. If dental offices are promoting the product as part of their patient care regimen, an increase in patient visits can suggest that the marketing strategy is resonating well with the healthcare professionals. Additionally, measuring how many patients purchase the toothbrush after recommendations could provide an indirect measure of marketing success.
"Adjusting the campaign’s tone and focus could help re-engage the target audience if interest decreases."
In any marketing campaign, there are always risks and uncertainties. Market dynamics can change unexpectedly due to factors such as new competitors entering the market, shifts in consumer preferences, economic fluctuations, or global events like the COVID-19 pandemic. Therefore, it's critical to have a contingency plan in place to adapt to these potential challenges. For the Oral-B iO campaign, I would incorporate strategies to handle unexpected changes such as adapting the message, reallocating the budget, market research and competitor monitoring, crisis communication, and alternative sales channels. If consumer preferences shift or feedback from surveys reveals that certain features of the toothbrush are less appealing than expected, I would be prepared to adapt the marketing message. For example, if a growing trend of environmental consciousness among students is noticed, I might highlight the sustainability
aspects of the product or promote specific eco-friendly features, such as rechargeable batteries or a reduction in plastic packaging. Adjusting the campaign’s tone and focus could help re-engage the target audience if interest decreases. If sales figures are lower than anticipated or other marketing channels are underperforming, I would consider reallocating the marketing budget to more effective platforms. For example, if social media ads on platforms like Instagram or TikTok are not generating enough engagement, I might invest more in in-person demonstrations or campus events where students can interact with the product directly.
Flexibility in budget allocation can help capitalize on what works best and minimize spending on less effective channels. In the event that a competitor launches a new, similar product or changes their pricing strategy, I would keep a close eye on market trends through competitor analysis. This would involve tracking competitor advertisements, new product launches, and pricing changes. By doing so, I can respond quickly and make necessary adjustments to the marketing plan, whether that involves enhancing product features, offering promotions, or changing the pricing structure to maintain competitiveness. If an unexpected situation arises, such as a product defect or a negative review that gains significant attention, having a crisis communication plan will be essential. I would proactively address any concerns by providing clear, honest communication about the situation, issuing product recalls if necessary, or offering refunds or replacements. Transparency and responsiveness would help maintain trust and minimize damage to the brand’s reputation. If there is a significant disruption in traditional sales channels—such as retail closures or logistical issues—I would look into alternative ways to continue driving sales. This might include ramping up online marketing efforts, partnering with e-commerce platforms, or offering exclusive online promotions to sustain product availability and visibility.
The success of the marketing plan for the Oral-B iO electric toothbrush will be evaluated through a combination of key metrics, including customer surveys, sales tracking, and patient volume. By measuring these aspects, I can assess whether the marketing campaign is achieving its goals and resonating with the target audience of undergraduate and graduate students at IU Indianapolis. In addition, preparing for contingencies by remaining adaptable and responsive to unexpected market changes is crucial. Whether it's adjusting the marketing message, reallocating resources, or addressing unforeseen challenges, having a clear contingency plan ensures that the marketing strategy remains effective and responsive to both internal and external shifts in the marketplace.