18 Oct Tips to measure traditional media
Tips to measure traditional media – print and radio
As marketers and business people it’s important to know that what you are investing in marketing is paying off – right? This can sometimes prove tricky with traditional media such as print and radio.
Here’s a few methods to help you measure the success of your advertising:
USE AD-SPECIFIC SUB-DOMAINS OR MICROSITES
Rather than measuring traffic to your main URL, consider setting up a sub-domain of your URL that you only promote on your ad, or alternatively creating a memorable campaign specific microsite.
Give people a reason to visit your site e.g. to receive a discount voucher, or access to some useful information, or to request a sample.
For example, if you run a New Zealand-based property valuation business and your website is www.valuations.co.nz, then you might run an ad with an offer of suburb specific property values and trends and drive traffic to a sub-domain e.g. www.valuations.co.nz/whatsitworth or a microsite e.g. www.whatsitworth.co.nz. You can also set up slightly different versions of the sub-domains to measure the effectiveness of different publications.
Use your website’s analytics to track traffic and conversions from these pages.
USE COUPON CODES / DISCOUNT CODES / VOUCHERS / QR CODES
Another method for measurement is to include a coupon or discount code in an ad that the customer can redeem online or in-store.
These can be unique codes for individual newspapers / magazines to determine which ad or publication generates the best results.
QR codes, where the customer uses a QR code reader to scan a code, drive traffic straight to your website. Here’s a useful blog from Hubspot on how to generate a QR code:
To track traffic from your ad to your website using a QR code, it is helpful to generate a UTM code using this simple URL builder.
ASK YOUR CUSTOMERS
When customers are completing a sale either online or in-store, you can ask them how they heard about you. This would consist of a checklist with a range of options such as:
- Newspaper advertising
- Radio advertising
- TV advertising
- Search engine e.g. Google
- Social media e.g. Facebook
- Word of mouth
- Expo / Event
- Sales Representative contacted me
- Other (please specify)
This could also be sent as a post-sale email.
Track your sales before the ad runs, during and after. Simplistically speaking, say you generally sell 1000 widgets each week on average. You run an ad and sales are 4000 widgets for the week. All things being equal, advertising has been effective in driving sales.
Bear in mind that the response to advertising may not be immediate.
MONITOR WEBSITE TRAFFIC
Track website traffic before the ad runs, during and after.
COUNT PHYSICAL TRAFFIC TO YOUR STORE
Depending on your situation, you may be able to track the number of physical customers to your physical store.
DEDICATED PHONE LINES OR EMAIL ADDRESSES
Using a dedicated phone line or email address on your ad is another way of measuring the effectiveness of the particular ad in driving leads e.g. assign different extensions to particular advertisements.
ISOLATE THE MEDIUM
If you are advertising in just one medium at a time, it will be far easier to track the effectiveness of that specific medium on sales.
In conclusion, measuring the effectiveness of traditional media can be tricky as there may be other variables to take into account (competitor activity, the weather….). However integrating traditional media with your website or using a combination of these measurement tools may help to put more science behind your marketing decisions.
If you would like to talk about marketing or measuring marketing effectiveness for your business, please feel free to get in touch!