THE RESULT OF IMMEASURABLE RESULTS

By Julie Determann, Account Supervisor

Our TWO Sense: The results of immeasurable results

 

The most common question at the end of a campaign regardless of which marketing channel was used, how much money was spent and how many people were supposedly reached…is always, “How well did the campaign perform?”

At The Weinstein Organization, we specialize in direct response marketing which means that everything we do, from direct mail and email marketing to traditional print and social media marketing…is strategically developed to solicit a response that is track-able and measurable. We don’t hide end results, in fact quite the opposite… Our initial campaign preparations allow us to answer that question and comfortably demonstrate your campaign’s return on investment (ROI).

To do so, we must first establish and define a measurable campaign goal. Then we make sure to deploy several tactics to monitor recipients campaign response. Past results, were simply based on a recipients’ response to a Call to Action (CTA), but today response and tracking capabilities have expanded. Depending on the medium selected, there are several ways to gage a campaign’s results and recipients’ engagement. Let’s explore a few of the more popular options:

Dedicated Phone #/Offer Code/Business Reply Card – If measuring results based on CTA response, one can analyze how many people physically responded to a campaign by tracking incoming calls on a special dedicated phone line, by monitoring online or in-store purchases made using a unique promotion code, or by counting the quantity of mailed-in Business Reply Cards.

These are all easy ways to determine whether a campaign was a success – however the downfall is that they only report on actual responders. They do not inform us as to whether or not a campaign had an impact on the non-responding recipients– engaging, educating or informing them about the featured products/services. Does that matter? You bet!

One method to capture a recipients’ interest in various products/services which is frequently incorporated in direct mail packages (thanks to digital printing!) and also in email campaigns is the use of:  PURLS, personal URLs.

PURLs – A PURL is a distinct, personalized web address created for each person on your mailing list. It often contain the recipient’s name. This grabs their attention and easily motivates them to visit a personalized track-able website to find out more. Since the webpage is personalized, you can segment your recipients so they see information that is known to be relevant and vital to their personal decision making process.

Another similar non-personalized marketing approach that is often used in traditional print ads, leads prospective customers to a customized webpage called a custom landing page.

Custom Landing Pages – A Custom Landing Page is a micro or mini website that is specifically created to match and coincide with a marketing campaign. They range from 1 to 5 pages, however the sites are direct, succinct and single-focused. A better alternative to directing a recipient to a company website, landing pages lead potential customers to pertinent campaign information. Plus, they track site activity and attempt to capture additional visitor information.

And lastly, a new pull-strategy seen virtually everywhere from product packaging and direct mail to print ads and billboards is the use of QR codes. This new age 21st century approach helps to build a receptive and motivated audience.

QR Code – A QR code is a barcode that is scan-able via a smart phone – it conveniently leads the recipient directly to an advertiser’s webpage (company site or custom landing page) that contains additional targeted product/service information. If the QR code serves a true purpose that is beneficial to the recipient it could potentially increase sales conversion.

The use of these special online links and codes are valuable because they allows the advertiser to control and continue their sales pitch with recipients in greater length and more detail on a track-able webpage. Web analytics can easily be applied to monitor site visits, click-thrus and visitor duration. These sites can also help capture additional recipient information by encouraging recipients to fill out forms, obtain free trials or downloads.

Bottom line, these interested, engaged and “on the fence” recipients are likely your best potential leads. They need to be identified and nurtured, not dismissed and ignored. However, unless you are incorporating these additional measurement techniques into your marketing campaigns and capturing these potentially interested recipients…you won’t even know about them! Which in my opinion, is a sad waste of money when it comes to your ROI. Find this interesting and beneficial? “Like” my blog. Need marketing help? Contact me: jdetermann@twochicago.com

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