The Marketing Director of the Maximus Company is preparing the marketing plan for the next year. The company produces a small line of sophisticated business simulations. The target market for their simulations has been the business programs of colleges and universities around the country. The company is about to launch a new "marketing" version of the simulation intended for small professional service firms (accounting firms, finance firms, etc.). The marketing director is considering the combination of radio and print, along with key word buys and public relations, for the first time. Since historically it's a long sales cycle for their products, he wonders how he should evaluate the performance of the marketing options for the campaign.

 

What marketing tactic should the Marketing Director of Maximus consider if the goal is to increase usage among current customers?