Evaluation Methods
In order to develop a comprehensive plan for evaluation of this Integrated Marketing Campaign, we should focus on the target audiences in this project. In addition, we should think in terms of long term measurements which give us more insight into brand building rather than business building.
The first target audience is listed as Shareholders, Financial Analysts, Business and Opinion Leaders. The campaign is designed to communicate DaimlerChrysler's management team is dedicated to an internationally balanced shareholder structure and world class performance in profitability, sales and revenues.
The best way to measure this over the next three years is obviously watching the long term stock price of the company. Furthermore, we recommend conducting surveys with key financial analysts and large shareholders. This could be done either by direct mail, telephone or in person at shareholders meetings.
The second target audience identified is labeled as the DaimlerChrysler family. This consists of owners and consumers. Our goal is to be viewed as having the most unique portfolio of exciting and innovative products for diverse markets.
We feel the best way to measure the success of this particular goal is to conduct market surveys to existing and potential consumers. This could be done on showroom floors, by telephone or direct mail. In addition, we can measure the success of this goal by keeping a watchful eye on the retention of present consumers both domestically and abroad.