Question

Topic: Customer Behavior

Public Awareness Campaigns

Posted by Anonymous on 11/17/2004 at 5:43 PM ET 500 Points
From a research standpoint, on Public Awareness Campaigns.


I am planning a public awareness campaign, for US citizens, but I’m having a difficult time coming up with an effective ROI or ‘contact’ ratio/metrics.

In other words, how do you know if your campaign has been successful?

We will have both a “1-800” line and a xyz web site available for individuals to access in order to gain information, but what is success?

Percentage of growth from month to month? Number of calls received? Number of calls resolved? Hits to the webpage? Growth of hits? Number of call backs or returns to website?

I simply do not know where to begin on finding information out regarding this.

Any insight that you could share would be most appreciated.

Or if you can direct me to an information source, I’d appreciate that as well.



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RESPONSES

  • Posted on 11/21/2004 at 6:42 PM Member
    If the objective is to increase awareness, then Sharon has your answer: measure aided/unaided awareness before the campaign, then again after. It's really very straightforward.

    If you want more than awareness -- like understanding of the positioning, for example -- then you need to do a little more than just measure awareness. But the basic idea is the same.

    And if you don't set specific targets then you can save your money on the research, because it doesn't matter what the results are. As long as they are not negative, you're successful. You spent the money to raise awareness and you probably did. The only issue is "how much?"

    You need to place a dollar value on the awareness you're trying to generate. Then you can begin to decide if the investment is in line with the return. If you "wing it" and just advertise because "awareness is a good thing," then the ROI isn't really important, and it's not worth the time/money that you'll have to devote to quantifying your return.

    BTW, if you decide to do the research let me know. I have a few very good contacts in market research that have done stuff like this for both for-profit and not-for-profit firms -- mostly US, but some global as well. (I worked with them on a global survey, and I was very impressed with their grasp of the issues.)
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