I commute to and from “my paying job” each day via public transit so finding something like an ad in my windshield is nothing new. For some reason this ad in particular got me thinking. Exactly how the heck does the company that stuck this flyer on my windshield measure the overall success of their “campaign”? If you’ve read Michael Gerber’s E-Myth, then you know how important it is to measure everything you do.
I know exactly what some of you are thinking – that’s easy! You just ask each person who calls or requests more information from your website where they heard about you. This is a valid response but how many companies actually do this? My guess is very few. So here are my suggestions regarding this campaign.
1. Rethink this “shotgun” approach to marketing your business and website.
Don’t get me wrong. This is a pretty cheap method of getting your name (and website) out there. I did some basic calculations and figured that this campaign would roughly cost about $34.00 + your time. It would probably be pretty easy to make that cost back in just one sale. However, I am sure that with a little more legwork, and some market research they would be able to increase their hit-rate significantly if they properly targeted their campaign.
2. Create a landing page for each campaign in order to measure it’s effectiveness.
Why not create a specific landing page on your website for each campaign. For example, the company in question could have created a landing page like example.com/public_transit and that way they would have been able to easily track how many visitors they ending up getting from this type of marketing. Maybe even offer something special to visitors of that specific page?
An example of this is Ashton Kutcher’s recent involvement with Nikon and it’s Coolpix. Massive scale I know, but you can do something that fits your business. Notice the social media links in the top right?
NOTE: Make sure that you use your robots.txt file in order to keep search engines from crawling this special page. If people find the page via search it would skew your numbers.
3. Link each new customer to a campaign.
Maybe your campaign is really successful and you get quite a few hits on your site or phone calls. But just how profitable are these customers? If you tie each customer to how they found you it becomes possible to see who exactly are your best customers.
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