RACE Framework is an approach to marketing that follows a proven four-step process. The goal of REACH is to drive a brand’s audience to conversion and ultimately make them a paying customer. The process includes audience research, paid media placement, digital targeting, and measuring results, including brand advocacy and repeat purchases. To get started, review the RACE Framework explained Reach. Once you’ve got a clear picture of how your marketing plan should progress, it’s time to start measuring results.
The Reach stage of the RACE Framework points to the top of the funnel – the first part of the customer purchase funnel. In this stage, your goal is to educate and engage your audience. Promotion during this stage should not be about selling products but rather about building brand awareness, driving traffic to your web properties, and introducing your brand to the segment. For new products, reaching the audience early will drive a better ROI. But how do you measure the success of your efforts?
RACE Framework is made up of four main components. Each stage has different KPIs. KPIs for the website and the marketing campaign should be tied to revenue, such as the amount of traffic generated from search engines, social media sites, and media outlets. Revenue per website visitor is another important metric to monitor. Your website’s KPIs should track progress over time and show how much value can be generated for each visitor.