Measure, Measure, Measure
All kinds of marketing campaigns should be measurable to ascertain what level of attention you receive from your target audience.
A full colour advertisement can look amazing, however:
Do you know how many people have taken action on the advert?
Do you know what return there is on your investment (ROI)?
At BDP, we are a great believer in measuring all forms of campaigns. Blanket brand building exercises should be left to large corporations such as Coca Cola, McDonalds or Tesco’s and even then, everything is measured to the very last detail.
The most important area is to ensure that you receive a return on your marketing campaign. This may not necessarily be financial; it could be a returned voucher, a website visit / signup or a telephone enquiry. You can then start to build trust with your target audience over a period of time, and this will give you an excellent way to measure your campaigns.
We have listed below a few ways that marketing can be measured:
Online – marketing online is easy to measure with excellent ‘email service providers’ available and affiliate networks, it is possible to track who reads your campaigns, who takes action and you can then determine who to follow-up.
Website Traffic – use an analytics package or look at your daily / weekly website logs to track if your website visits have increased. Many customers will visit a website briefly and then visit again at a more convenient time.
Offline – Include a coupon which people can redeem, or a small discount. Use magazine response cards where a customer can complete their details for further information. Remember, if you are running more than one campaign, you will need to add a code to each to measure which was most successful.
Telephone – setup a dedicated phone line, many can be found online free of charge. Have these redirected to your main telephone number and you can then track the calls through their login system.
Don’t forget in addition; always ask customers how they heard about your business.
If you have any questions on this subject, do not hesitate to contact us.