Know-How Exchange : Research/Metrics

My first impression is to simply ask your customers how they heard about your business. This is really the only way to take a count and measure.

I think it's a great idea for exposure. Of course, the best way to tell is to run some tradional advertising with some kind of promotional # attached, track it for a few months, and compare to your previous business.

My answer may seem short and sweet, but unfortunately, advertising is one of the most difficult (if not impossible) mediums to measure accurately. You have to get creative with your follow-through.

I hope this helps!

The methods to measure whether using a particular format/media works is to use market research to get the population's brand awareness before the marketing, then run the marketing, then test again afterwards to see the new market awareness. Any change can be attributed to the brand (assuming there wasn't other activities occuring at the same time which would impact the brand).

Of course, this is the academic method and can be costly, so is generally only used by larger companies. A lower cost (and less accurate) method would be to do as Jett said, ask where they heard of you (or automate the process, through having different touch points from each media - such as different phone numbers to call on different ads, then track the number of times the phone rings).

You asked iof the methods are effective. Of course, they could work, and you will stand out a bit due to it being different and not having other ads displayed at the same time which add to the clutter. But the real issue should be is this the most cost effective place for you to spend your marketing dollar. That is too hard for us to answer.

G77...

I'd just add a couple of points to what Jett and Peter have said:

1. Effectiveness of your approach will depend on who your target audience is - are these people likely to see the wall painting/balloon/rollercoaster?

2. What is your product/service - does it have any natural linkage with these alternative media you are using? That could also affect the outcome.

Good luck,
Bob

G77...

It sounds as though you're advertising on various rides in a particular theme park - am I right?

If so, here's some supplementary questions to ask yourself:

1. Could I get more leverage out of my spend by actually sponsoring one or more of the rides? In other words, pay to change the name of the ride to the "XXX Chocolate Experience"

2. If your business is a local one, is the clientele of the theme park also local, or do they travel a long way (and are they, therefore, potential customers at all?)

3. In other words, who do you really want to advertise to, and what's the best way of reaching that audience?

If, after answering these questions, you decide that what you're currently doing IS the best way to reach your target audience, fine! If not, change it!!

Good luck,
Bob

With your interaction with you customers, all you need to do is ask one simple question ... "where did you hear about us?".

This simple technique may prove useful to you.

Good Luck