The lessons were priceless.
One that I want to mention here is metrics.
We spent $4000 on a TV ad. What an exciting day. The lights, the cameras, the buzz.
Everything was there but the customers. Even after the ad aired a few times, still
no customers.
ZERO is an easy number to track.
We were fortunate, no need for tracking metrics... 100% loss.
However, if you expect anything other than a total loss, you need to track some
numbers. Dollars spent on the campaign is a good starting point. Actually, deciding
how to define success (be it New Customers, Total Sales, Leads, Trial Downloads,
whatever) is a better place to start. Then, you can look how N Dollars spent on
Campaign A achieved X Level of Success and compare that to how M Dollars spent on
Campaign B achieved Y level of success.
It's what I call marketing effectiveness
The decision to build custom software, re-design your website, advertise on TV,
or hire a new employee should all be based on a consideration of the return on investment.
Spending the time, effort, and money to manage your investments is the best way
to guarantee you're still in business to file next year's taxes.
This belief sparked me to consider an offline marketing campaign-tracking tool.
We set out to build a system that helps gauge the effectiveness of money spent offline
by measuring various aspects of activity online. It helps put our clients back in
the driver seat, behind the dashboard, focused on the road ahead.
Interested?
Get in touch with us today.
Start building ROI:
Return on InteractiveTM