Advertising in the local Newspapers. Part 5. Testing and Tracking.
"Half the money I spend on advertising is wasted. The trouble is, I don't know which half". John Wanamaker, US retailer and marketing pioneer.
Even with the explosion of online, social media and other new approaches to marketing, traditional advertising can still be a very powerful and profitable weapon in your marketing arsenal. However, it is a relatively expensive one. The wise marketer makes the effort to measure its effectiveness.
Try running a short series of ads in several publications at the same time. Give ads in different papers different reference codes for customers to quote when they respond to the ad or use coded response coupons to track which publications are generating the greatest response per pound.
You will soon be able to identify which publications are giving you the best return on your investment and you may choose to invest more of you advertising budget into these top performers.
Likewise, you will be able to decide which publications are not giving you value for money and cease advertising in those.
But don't stop there. Measure different response rates to different size ads, different special offers, different positions within a paper etc.
As you build up a greater understanding of how your advertising campaign is performing, you will be able to make better informed decisions about crafting your marketing message and spending your marketing budget.
Sunflower can help you make your press advertising campaign more effective and profitable.
From media strategy to writing copy and creating press-ready artwork, get in touch, I'd love to hear from you.