November 23, 2017

CC: Scorecard

People love scorecards and, even if they don’t, I do. In measuring how well organizations connect to their audience and extend their brand, I have come up with the following metrics to measure effectiveness. Since all good scorecards have an acronym, mine is PLACESS – taken from the Dr. Seuss book “Oh the Places You’ll Go” (with your success)… that’s not really true, but it’s kind of clever.

  • Promotions. is an obvious answer for reaching an audience, but covers a lot of ground. Where do you spend your time and money so it is most effective?
  • Leveraging. Utilizing your existing relationships is a good start. Promoting yourself  through word of mouth from current patrons is one of the  most  powerful ways of gaining new patrons. People trust opinions from others they know.
  • Audience. It’s not important how many people hear your message – what’s important is how many people hear your message AND take  action because of it. Promoting fine dining to someone that only eats fast food or vice-versa is ineffective. Your efforts should focus on  reaching your audience.
  • Connect. So you want to promote to your target audience – the people most receptive to your message. That is the “What,” but there is  still the issue of the how? Of all of the options out there, which will allow you to most effectively connect to this audience of existing and  new patrons?
  • Entice. The first part of enticing is offering patrons something that they value, something that fulfills their needs. The next is delivering a message that  entices this audience to action. Being able to communicate details about your business – including upcoming events, announcements, and  menus – along with highly targeted special offers are all ways to achieve this.
  • Success. For whatever efforts you make, is there a way to measure success? How can you tell if your actions are meeting The Challenge  – are you, in fact, reaching your audience?
  • Simplify. It would be great if the way you addressed The Challenge somehow made your life easier – reduced overhead, eliminated  redundant tasks, or even helped you take advantage of new ways to do business.
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