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BIV Magazines: Adpages 2008 Measuring your campaign Trying to figure out which of your advertising campaigns is most successful may seem at times like looking for a needle in a haystack, but there are a few means to help you determine calculable results: • Run at least one campaign in a medium that is quantifiable, such as the Internet. Web page stats and pay-per-click links are two ways to know pretty clearly where your potential clients heard about you; • If possible, incorporate questions as part of documentation with your new clients that ask how they heard about you; but be careful, as many customers will not remember and might make something up, or if they heard it in two media, they might only mention one; • Invest in campaigns that incorporate measurement systems; if you are using direct-response media ads, use different phone numbers or other contact information in each ad to track where those contacts are coming from; • If you're using advertising on the web and linking back to your site, have each ad send the consumer to a different landing page, which will be quantifyable by looking at hits those specific pages get. • Source: Quotation from Opening Doors: A Marketing Best Practices Guide for Realtors by Skunkworks Creative Group |
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