Question

Topic: Research/Metrics

Measuring The Effectiveness Of Btl Activity

Posted by tikooshama on 12/12/2014 at 1:58 AM ET 250 Points
Hi All,
In absence of a research agency, how do we evaluate the effectiveness of the BTL activities(POSM, road-shows, on-ground activities etc.); that have been carried out for the campaign in a telecom company.
I can have the data(quantity/types/locations & cities of communication) of what all has been printed and communicated in market. But how effective has the communication been is a question. Here I am not comparing it with ATL. I am talking about BTL alone.
Thanks
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RESPONSES

  • Posted by Gary Bloomer on 12/12/2014 at 9:12 AM Accepted
    What was the desired outcome and the planned intention of the branding strategy behind these efforts?

    What measurable actions were the prospects exposed to your BTL activities invited to take, compared to any control group or spit test?

    Were they invited to visit specific landing pages?
    Were they asked to call particular 800 or free phone numbers?
    Were they invited to respond to mail in offers, reply to certain e-mail addresses?
    Were they asked to take up certain limited time trial offers, or redeem some kind of coupon or rebate?

    Without these data it's difficult to evaluate overall effectiveness.

    While it may sound fair to tout the "it's all about awareness building" or "it's all about engagement" mantras, without numbers to back up their respective impacts on prospects, "awareness" and "engagement" are nebulous terms that do little to drive sales.
  • Posted by Gary Bloomer on 12/12/2014 at 12:29 PM Accepted
    A few other thoughts: at what level was this below-the-line level set, by whom, and to what end?
  • Posted by koen.h.pauwels on 12/12/2014 at 12:48 PM Accepted
    agreeing with Gary, i think you should have a look at www.notsizedata.com . To truly look at the effect of marketing actions on the business you need to either:
    1) run an experiment (compare cities/regions/... with the marketing action versus without it)
    2) run an econometric model to explain your business performance (eg sales or profits) by drivers such as your marketing action, other sales drives (price, competition,....) etc

    In the absence of that, you need a key leading performance indicator, such as awareness, preference, online buzz, website visits, sales leads to evaluate the effectiveness of marketing
  • Posted by tikooshama on 12/13/2014 at 1:20 AM Author
    Thank You very much.... This clarifies some of my doubts..... I think one measuring technique would also be calculating the cost per acquisition/ROI.
    Koen : I think its difficult to run an experiment on a national level, with tight control on budgets and crucial timelines.
    Even if there is a "call to action" e.g- call on xyz toll free number / mail on xyz id / visit nearest store, and after getting that data too, how else can I measure the awareness of the campaign? for e.g- there might be n number of people who are aware of the campaign but haven't taken steps under CTA.
  • Posted by telemoxie on 12/13/2014 at 9:33 AM Accepted
    in addition to analyzing new business, are you also hoping to measure the impact on customer retention?

    Do you have information on prior vendors for your customers? If so, you may be able to spot some trends and make some inferences.
  • Posted by Gary Bloomer on 12/16/2014 at 11:18 AM Accepted
    As for measuring "n" number of people who are (may be) aware of the campaign but haven't (or who may never) taken steps under CTA, consider who your campaign is aimed at.

    Forget any notion of reaching "everyone" in an area, niche, or specific audience segment because it's unlikely that you'll ever know exactly how many people are in this group and it's unlikely that everyone in that group will need, want, or be in a position to investigate your goods, services, or products at the same time, and at the time your campaign runs.
  • Posted by tikooshama on 12/18/2014 at 12:24 AM Author
    Thank you very much Gary.
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