Seth Godin preached for "measurement" last week, and hallelujah! for that. As Steve Gershik notes, "If (Seth's) talking about a topic, you know it's going to become a BusinessWeek article within the next few months."Godin's post gave me some food for thought about our agency's own Measurement product - which enables companies to capture & analyze source data on all inbound leads, across all marketing channels... Thus far we've been charging a reasonable premium for the service. Everyone loves the idea but only a handful have been willing to pony up the fee.
Godin's post suggests that we ought to give the measurement program away for free:
"Once the number is on the wall, in marker, or in phone calls or dollar bills, the investment will follow."In other words - once the client gets religion; once they get hooked on monitoring their progress (just as we bloggers obsessively monitor our memes & trackbacks), they'll be eager to get more actively engaged in the PR program.
Once they see it working, they'll be keen to see how they can make it work better.