As marketers we want to show a return on investment for our efforts, however, with traditional marketing, this can be difficult. Today on the Marketing Mastery for School’s podcast I run through a few ways you can measure your traditional marketing efforts
00:23 Annotations in Google Analytics
01:00 SMS features
01:29 Unique URL’s
02:22 Things to bear in mind
06:38 Parent profiles
Read the full article below.
Today I’m going to be talking about how you can measure your traditional marketing. Measuring traditional marketing can be like chasing a puff of smoke. It’s really difficult to get it right and it’s quite frustrating when you really want to show a return on investment for all your efforts. Today I’m going to give you a few tips on how you can measure your traditional marketing efforts.
The first thing that you will want to do it to create an annotation in Google Analytics. This is just a little not for a period of time to say, “Hey we had a billboard up.” So to create an annotation what you need to do is click on your Google Analytics timeline, add an annotation for the period of time you had your advertising. This will help you to directly compare your website traffic versus when you have your traditional advertising out. It gives you an indication of whether your ad is generating website traffic.
SMS To Register
The next thing that I like to do when possible, is to use SMS features in my traditional ads, such as flyers, and magazine ads. SMS to register or SMS to opt-in. This is an easy way for people to opt-in, to respond to your ad, and to give you a way to measure whether it’s working or not, and it also helps you to build your email list because you’ll be collecting their email address in the first SMS.
The next thing that you can do to measure your traditional ad is to have a unique URL for a specific ad. This is a little bit of effort, so it depends on the size of your campaign, but if possible have a unique URL that people visit for that specific ad. This will give you an indication of whether the ad is driving traffic to your website and people are actually responding to your ad. You can add an incentive for them if they visit that URL.
Then next thing that you can do to measure traditional advertising is to have a survey, to people that are on your email list, that have made previous enquiries. Ask the question, “What are all the ways that you’ve heard about us in the past?”
When measuring traditional advertising, bear in mind that this is for indicative reasons only. It’s not an absolute measure of, “Okay, so we’ve got five new customers because of this traditional ad.” It more gives you an indication of, if this medium is working better than another medium. Many people will shoot themselves in the foot by being too precise with their measuring, and there may be opportunities that were actually working in the long run. Traditional advertising is more about brand building and awareness, and you have to understand your customers buying cycle and decision making process in order to measure effectively. It may take people two or three months from first seeing a traditional ad to actually register or become a customer.