How Do You Measure Off Line Marketing Success?
How can you sell advertising with an off line marketing medium, like Coffee News, if your advertisers cannot measure the response they get? You may ask if it’s your job to teach them or even your job to worry about it…… because they advertise all over the show and they don’t measure anywhere.
I suppose nothing stops you from selling your services even if your advertisers don’t measure response. But when your advertisers start asking questions about distribution and poor response rates then it means they want out. They want to stop paying you. And it’s all because they have no way of knowing how to measure – and you have not told them how to measure either.
Before we get to the list of possible off line advertising measuring tools lets have a look at a few loop holes. Loops that are difficult to track off line.
When you measure off line advertising response rates you have many people who could potentially bypass any of the measuring control points, listed below. It’s therefore critical to create a measuring system that caters for this.
How Do You Improve the Confidence And Integrity of the Measurement?
Well, this is a complicated story, which we only will touch now, but will discuss in detail in another post. The summary has two angles;
- Give the responder (person reacting to the ad) a compelling reason to reveal the source where she saw the advertisement. This can be done by offering a free gift in exchange for the revelation (sounds like a line from a soapy).
- Have a system in place to collect the data, analyse that data and present the data in a useful form.
Here’s A List of Ideas to Measure off Line Marketing Response Rates:
- Generic Phone Number: This is a radical idea. Or should I say an idea to be expanded on by a marketing mind who wants to become the marketing hub for a community. You advertise a central (call centre) phone number on all ads. Depending on the size of your advertising business you receive the calls yourself or you ship it out to a professional call centre. When you get the call you do the entire ad source checking, and provide the caller number to the advertiser who will follow-up. This can be an added benefit service to your advertisers and if you package it well you may even get a premium rate. Read this story on becoming Yellow Pages for your community.
- Fake Extension: Your advertiser includes a non existing telephone extension on the ad that relates to a specific advert or publication. The caller does not know this but the person answering the phone makes a note of the advertising referral.
- Bogus Name: You advertise “Call Gerty for the special”, again Gerty does not exist. One suggestion from previous experience is using a contact name that helps the advertiser remember which source the lead came from. For instance for Newspapers you could use "Nate", for TV advertising you could use "Teresa", for magazines you could use "Molly" and for Coffee News you can use Cathy. That way there are less data errors because the first letter of the name helps people remember.
- Promotional Code: Try using a promo code when people contact the advertiser. Example: "Mention Coffee News to receive X". Then use different promotion codes for different ads.
- Coupons: If you use coupons, put a coupon code in small print at the bottom. Same idea as above, count up the coupons which have different codes for different ads. If you do direct people to a website: Give different web addresses for different ads and then replicate the page you want the person to land on at that address. Ex: http://www.yourwebsite.com /coffeenews.html. Using your web analytics (Google Analytics is an excellent free option and highly recommended) you can get an idea of the response for each ad. This works well for print advertising, but also can be used in many different vehicles.
- Online Tags: Again, if you are using Google Analytics or a similar software and sending out any electronic communications, you can "tag" the links by hyper linking a URL which sends data as to the source, medium, and ad version. Check out Roirevolution’s analytics URL builder for an easy tool which will help you build the tags.
- Questionnaires: If you use any customer response forms or customer service questionnaires: (Which can also benefit any e-mail marketing campaigns by helping to generate your e-mail lists.) Include a question on how they heard about your business. This is a tried and tested method:
- Train your first point(s) of contact to ask. I have seen this be incredibly effective, but it depends on the situation. Also, remember the follow up, if possible survey past contacts for customer service, and remember to include how they heard about you. Not as good as getting the info at point of contact, but can give an additional data point.
- In the end however, the data is only as good as the analysis. A few suggestions: Enter all of this information together in a Customer Relationship Management (CRM) tool. Personally, I really like Salesforce.com, but there are plenty options out there and even some good free open source solutions. At minimum, excel will do in a pinch. [For another simple and effective tool consider a blog with an integrated and automated newsletter.]
- Data is only as good as how you use it. Many people use data for reporting, but really successful marketers use data for optimization. i.e. Where do I put my ad spend? What copy worked and why? If I A/B split test headline 1 and headline 2, what works better? etc.
- Be careful about data integrity. It is important to be honest with how accurate your data is… the worst thing that can come about is to have bad data direct your marketing efforts.
I sincerely hope that you found this post useful. If you did, please leave a comment and if you want to add to the list feel free to do so.
I want to thank one of my friends Nicholas DeGraff at Linked for his contribution to this article. Nicholas DeGraff is the Marketing Manager, Pacific Business Centers. He provided me with the great ideas; 3 to 7.
Have fun
Johan Horak
Author: Johan Horak is the South Africa owner of http://www.SA.CoffeeNews-4u.com a small business opportunity publishing a newspaper in local neighbourhoods. They also provide a marketing consultancy and training service for business who wants to adopt online marketing techniques. Tel: 0860 COFFEE (0860 26 33 33)
