EvaluationEvaluation is important for us to determinewhich promotion or advertisement have had bigger impact for our sales and brandawareness which are the top priority. A pre and post evaluation will beconducted for each of them to measure the effects and determine whether thecampaigns were successful and to what extent they were successful. We willselect small representative samples groups and test consumer perceptions forthe campaigns aiming at improving brand awareness and image, and for thecampaigns aimed at improving sales new sales will be allocated to particularcampaigns.
• Internet adverts:A click counter will be used to assess which sites are being visited most theInternet banner adverts. General site counter that will let us know the amountof traffic the site is receiving on daily basis and how many of the clicksresulted to membership subscriptions. • Event sponsorships:During the event sponsorships there will be promotional codes distributed tointerested people while different adverts play on sponsor screens emphasisbeing the free month trial. These codes will be used to give the new customersdiscounted prices for the second month after joining and the count will be doneon the codes which were used to subscribe and these will be a good indicator ofthe effectiveness of the method. Since the sponsorships are also aimed atimproving brand images We will conduct a survey after the events to find out theimpact. • TV advertisements:With the help of stations a number of viewers can be determined. Thecommercials will contain a promotional code and the customer will use the codesto get extra benefits on Netflix website like the discounts which will be a wayto track effectiveness of such advertisements. Surveys will be conducted toknow the customer perception of the advertisements.
• QR codes:These codes will be tracked over the internet to know how many of them were putto use. To find out how customersperceive the QR code advertisements and promotions a survey will beconducted. For other service improvement campaigns likeforms of payments, speed, increased library selection, and introduction ofsports content will be evaluated periodically using online survey which willpop up before or after starting a movie.
These various mentioned evaluationtechniques will be able to tell whether the marketing campaigns are successful.If the some of the campaigns are not effective will be stopped in the nextperiod and new strategies will be applied.