It is one thing to spend money on media advertisements, and quite another to get the results you desire. Putting out an advert does not automatically result in an increase in sales or customer interest. Sometimes ads do not achieve the desired goals and this can be due to a number of factors including poor design, miscommunication or even using the wrong media. It is important to have a system of monitoring the success of the campaign.
Measuring and analyzing the results of your ad campaign will help you to determine if you are achieving your goals and getting value for money. When you know or establish the results that you are getting, you can decide the type of advertising that works for your business. This information will come in very handy for future campaigns. Here are some steps that will help in the monitoring process.
1. Monitoring the business
Before you launch your ad campaign, you should monitor the business so that you can understand what the results are. If you do not understand the business, you cannot come up with an effective advert. Find out the number of customers you receive each day or week, so that you can see if the numbers increase significantly when you put out the advert. A successful ad will result in an increase in sales, but you should remember that it takes time before you get maximum results.
If you do not know how much business you get every day, you will not notice if any change occurs. You should also find out if you are getting more inquiries about the business. Monitor all the inquiries that come in via the phone, website, and email and through personal contact. If you have included coupons as part of your ad, find out how many coupons are coming into the store.
2. Monitor the results
There are different ways to assess the results of the advertising. You can find out the types of adverts that generate the results you desire. Some of the ways to assess the results include talking to customers to find out how they came across the information about the business. You need to find out how many customers learnt about the business from the advert. The best way to do this is by asking the customers to bring a cutout of the ad in order to receive the discount.
Another simple way to assess results of the ad is by setting up a separate email address or phone number to receive inquiries that are in direct response to the advert. Start monitoring the calls or responses as soon as the ad comes out and continue for a period. This will help you to have a clear picture of the effectiveness of the advert
3. Review the objectives
Once you establish the results of the advert by comparing the response, you need to review your goals or objectives. You need to establish if you accomplished the goals that you set out to achieve. This information will tell you if your ad has been successful or not. If you have exceeded your expectations, the campaign can be deemed successful. If on the other hand you failed to meet your objectives, you should consider reviewing your entire campaign.
The review should consider factors like if there has been an increase in sales, if the image of the business has improved and if you have met all your marketing goals. You also need to establish if the feedback from the customers has been positive. After reviewing the results and your goals, you have a good position to start from when you need to set up future ad campaigns.
4. Ad monitoring services
If trying to monitor the results of your advertising campaign seems impossible, you can hire a monitoring service to collect the data and give you the information you need. The results can help you to avoid wastage by moving away from ads that do not work. The firms have the tools to analyze and provide information about the effects of the adverts. An online search will reveal many firms that offer the monitoring service.
It pays to advertise, no matter what business you are in, and it is not just for businesses trying to push substandard products on unsuspecting consumers. Even if you have good quality service or products, you will still need to let the consumers know that you exist.
This article is written for Advertising Connection, Inc. They offer ideas on how to get the best newspaper ad deals and how to monitor the success of marketing campaigns.
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