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This question has been answered, and points have been awarded.
How To Measure Effectiveness Of Billboards
Posted by Anonymous on
3/17/2004 at 10:00 AM ET
Billboards in Tanzania are on the increase, and I want to study whether they are efective and worth the investment.
3/17/2004 at 10:32 AM
Do your billboards have a call to action (order via phone, web site, etc.)? If so, then you could segment the area geographically and then assign specific phone or fax numbers / Web site url to each region (i.e., a different phone or fax number / Web site url than your standard one).
Then, you can track how many prospects / customers contacted you via each phone number and / or visited your site using specific Web site addresses. Which gives you an approximative figure of how effective the billboard is.
Then again, such call to action is not necessarily the main purpose of billboards and depends greatly on your product or service.
Hope this helps,
3/17/2004 at 11:39 AM
You want to take either a random sample by simply generating a query in your customer database, or even better, if you have them segmented into any kind of category (price points, areas of town, propensity to buy, etc.) you'll want to take an even number from each category and then speak with them.
3/17/2004 at 6:33 PM
One of the best ways to work out if your billboard is working is to find out if there has been an increase in the number of accidents near your billboard.
So if you speak to the local police and ask them if there have been more accidents right near your billboard, there is a fair chance that people aren't paying attention to the road - so guess what they are probably looking at?
That's also a good way to check which billboard sites you should rent - the higher the car accident rate, the more likely that it is an an area that people aren't paying attention to the road and that they are looking elsewhere.
I know its not some of the things we should be hoping for but it is a reality of life!
3/18/2004 at 3:22 AM
Post an offer on billboards and check your sales if there was an increase..if you have shops that are easy for the customers to visit then its easy to have a clear idea that the billboards can work. such countries where people have a low income and billboards is the best advertising approach
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