Question

Topic: Advertising/PR

Measuring B2b Print Advertising

Posted by Anonymous on 7/1/2009 at 11:05 AM ET 250 Points
I'm working with a third-party logistics provider in developing a new print advertising campaign. They are a company that has significantly expanded their service offerings over the last 2 years, and so the campaign is aimed at building awareness of all they now offer. We are also planning direct mail/e-campaigns that will play off the new ads. The client has made a significant invenstment in trade pub advertising over the last couple of years, however, despite the fact that we're actively developing a new campaign, is seriously questioning whether there is a real ROI. There is a great deal of internal debate about whether they should continue to invest in print (trade) advertising, because there is a feeling that it hasn't brought in any new business. "No one we talk to has seen our ads" etc. They are considering pulling to plug on advertising, or substantially reducing the budget, in favor of putting more salepeople in the field.

My question: What is the best method for demonstrating the effectiveness of the new print campaign?

I've considered:
Dedicated phone numbers/emails. The client has tried these in the past. The problem is, the client has really never run an ad that requires a direct-response, and I'm not sure it makes sense for their business to do so. (??) Past ads and the new campaign are more informational and educational in nature. This company offers high-dollar services, so it's not something a business would be simply calling up and ordering. Having said that, they do have newly developed marketing materials, so the direct response could be to request a "free informational kit."

Pre/post campaign surveys. Just not sure what the most efficient way to execute this is. And how do we deal with any potential influence of direct mail/e-marketing that may be running concurrently? i.e., How do you separate the effectiveness of the print campaign from what these other tactics are doing to build awareness?
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RESPONSES

  • Posted by Jay Hamilton-Roth on 7/1/2009 at 11:55 AM Member
    As Phil mentions, you need an offer to get people to take action NOW.

    Your client may better be served by increasing their organic SEO - so people that are looking for their services easily find them. Passively placing advertisements is more of a waiting game than a finding game.
  • Posted by chet.dalzell on 7/1/2009 at 1:05 PM Accepted
    As with most b-to-b campaigns, the result of the ad should neither be a brand impression or a sale -- but a qualified lead. Every print ad (and every ad, period -- e-mail, search, sales call, etc.) should offer up information -- white papers, case studies, other collateral -- that presents solutions to common logisitics challenges, and the expertise behind them. The idea is to get a conversation going, and continuing, with qualfied prospects. Since it takes 5.5 contacts to close a b-to-b sale (that varies greatly depending on the product/service), make those (print) ads work by building in a direct response offer and supporting the sales teams in the field by delivering them bona fide contacts who have raised their hand by responding to the offer.
  • Posted by matthewmnex on 7/3/2009 at 8:58 PM Member
    Hi Mscomm,

    Unfrtunately you closed this question too quickly before i had a chance to see it but I decided to add some thoughts anyway :) I assume you will still receive an alert that someone posted.

    I agree wholeheartedly with Penelope here but I have to disagree with some f the comments.

    In my humble opinion, Each and every campaign that you do must have a very specific GOAL.

    There is far too much general advertising out there and way too may consultants trying to encourage clients to spend money for 'Brand Awareness exercises and wholly unfocused ad spend that just makes commisions for the media and consultants and does absolutely nothing for the clients except leave them soured on spending on advertising.

    Sit down with your clients and agree together on exactly what goals they have for the campaign - this includes a RETURN.

    It might be a specific financial number or it might be a specific number of leads (even if it is only 2 qualified leads).

    Foget brand awareness or 'top of mind' arguments because the truth is - it is all BS when it comes to a company like the one youre talking about :-) Sorry to be blunt.

    Once you have identified the specific goals of this particular campaign - then you need to work out together exactly what the message is about. THERE HAS TO BE A SPECIFIC OFFER - I'll say that again - THERE HAS TO BE A SPECIFIC OFFER.

    Could be something like, try our service for 1 month and we guarantee to deliver better service than your current supplier or we ive you back your money.

    Or: Company XYZ Express launches 12 hour delivery guaranteed.

    Or: fast pick up at your doorstep within 30 minutes guaranteed.

    Or some such issue. The pint is that you need to focus in on a very specific area of the business and highlight a certain expertise that differentiates your company from all the others.

    Forget mesages like "weve been delivering on time for 25 years" or 'Your firendly neighourhood service' etc.

    Nobody cares.

    THe buyers wants action - they want service and they want PRICE so your ads must speak immediately to their needs.

    I couldn't DISAGREE more with Phil on this occasion.

    Once those publications hit the shelves, your phone must be ringing within 3 to 5 days. Of course you will get a few people who read it 1 month late and call in but 90% of your business MUST come in in the first 10 days from delivery of the magazine otherwise your DEAD.

    In the Ad, there MUST be a strong and immediate CALL ACTION and a compelling reason for the logistics manager who reads it to ACT.

    make sure there is a call back number or a discount coupon or a message such as 'Call us today and one of our sales reps will visit you to show you Why we can do it" (if it is regional and you can have a sales rep call on them quickly).

    There has to be a way to measure your activity and that way is Call in numbers or a special promotional code to get a discount on the first delivery or something similar. "QUote XYZEXPRESS-009 TO GET 50% DISCOUNT ON YOUR FIRST SHIPMENT TODAY".

    Test the same campaign across 3 or 4 publications (of course with different tracking codes) to see which one brings the best results but the truth is - YOU WILL NOW THE RESULTS COMPLETELY AFTER A MAX OF 30 DAYS.

    Then you can sit down again together with the client and decide on the next campaign or not.

    There should be NO discussions. This is a science. It is simple. Either your campaigns wrk or they don't and they are directly measurable on the bottom line - If they are not measurable, then they are not campaigns. They are just wasted ad spend.

    I WILL SAY THAT AGAIN -

    IF THEY ARE NOT MEASURABLE, THEY ARE NOT CAMPAIGNS.

    Good luck.

    Matthew
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