Beyond the Dollar - Measurable Returns: Income in dollars is not the only way to measure the effectiveness of your marketing. Below you will find a list of other indicators of a program’s success. 1. 2. 3. 4. 5. 6. Attendance Participation from Attendees Leads Generated Quality of Leads Generated Earned Media (editorial coverage)* Impressions (# of people exposed to the brand or message)*
* These can be measured using the cost of paid advertisements in the same media.
Using the Web: Promotions and campaigns that are linked to the web are more easily measured than in any other media channel. It is often helpful to link traditional channels (TV, print, outdoor, etc.) to a unique URL to better facilitate measurement. Tracking Results: Before the campaign begins, define a strategy for tracking the results. Oftentimes this is simply a spreadsheet that is updated as measurement criteria becomes available (phone calls come in, coupons are redeemed, etc). You don’t want to be caught trying to recall the data at the end of the program.