Free Article HomeSubmit Article l Contact Us


Tracking Offline Advertising Success by Measuring ROI   by Stone Evans, The Home Biz Guy 

The great promise of online advertising has always been that
advertisers will now be able to effectively track the successes
and failures of their online advertising efforts. This promise
has been met.

Yet, for those of us who still employ offline promotions and
advertising methods, we must consider the various ways in which
we can effectively track our results in the old-world media.

TRACKING RESULTS BEFORE THE INTERNET AGE

How long has it been? Ten Years? Believe it or not, it has been
less than ten years since the Internet went mainstream.

Companies still utilize the same methods to track results as
they did before we laid our hopes on the Digital Superhighway.

TV advertisers ask you to call extension X. Radio advertisers
offer you additional savings if you tell them you heard it on
XYZ radio station. In newspapers and magazines, advertisers
suggest you clip the attached coupons.

Why do you think advertisers employ these tactics?

Simple. They need to know what advertising is bringing customers
in the front door and to their cash register.

By understanding what advertisers are bringing them customers
and dollars, they have a better understanding of where to spend
their next wave of advertising dollars. Additionally, they can
do a side-by-side comparison of their Advertising Return on
Investment (ROI) to determine which method brings them the most
percentage of return per dollar spent.

UNDERSTANDING HOW WE SHOULD MEASURE

The truth is that we really do need to know how people are
deciding to visit and buy from our business establishment.

Some consider this idea silly or even a waste of their valuable
time. Far too many people, who think of tracking in this
fashion, end up searching for a job at some point in their
future. Unless pure dumb luck is on the side of the business
owner, a business simply cannot survive if it does not track the
effectiveness of its advertising.

Somehow, some way, a business owner or his marketing staff must
look at their advertising and promotion budgets, and look at
their advertising mediums and find a way to know which is doing
the job for them and which is not.

DISCOVERING WHAT MOTIVATES OUR CUSTOMERS

Somehow, we must get our customers to tell us how they found us
and what ad motivated them to come in and purchase our product
or service.

Everyday, businesses motivate their customers to tell them how
they learned of them by having the customer call a certain
extension, offer them an additional discount to tell them which
advertisement they had heard, or to offer them a coupon to use.

Others motivate their customers to tell them how they had
learned of their business by offering a very specific product in
their advertising. They know that if someone shows up at their
business to buy a certain product, then they will know how the
person had heard of their business.

This is why you should make your radio advertising focus on a
different promotion than your newspaper advertising. Different
mediums should focus on different leader pieces so that you can
see which medium provides the best results.

UNDERSTANDING WHY WE SHOULD MEASURE RESULTS

We measure advertising results so that we can learn how to not
waste our money and to learn how to get the most bang for our
advertising dollar.

Return On Investment or ROI is the key measurement utilized to
determine the value of our advertising.

It is best to show in an example how ROI is measured.

Cost of Newspaper Advertising: $150
Number of Items Sold As a Result: 60
Retail Price of Individual Item: $ 10
Profit on Individual Item: $ 3

Gross Income on Items Sold: $600
Gross Profit on Items Sold: $180

In this example, you have spent $150 to make $180. Your ROI is
120%.

Cost of Radio Advertising: $ 300
Number of Items Sold As a Result: 50
Retail Price of Individual Item: $ 20
Profit on Individual Item: $ 6

Gross Income on Items Sold: $1000
Gross Profit on Items Sold: $ 300

In this example, you have spent $300 to make $300. Your ROI is
100%.

Utilizing these two examples, you can quickly discern why and
how we are calculating ROI.

Now, some people would consider both to be good investments of
their advertising dollars. In fact, many believe that so long as
their advertising generates enough sales to break even as the
radio example did, then they consider the investment to have
been in their future rather than their present. So long as you
do not lose money on the transaction, then you should at least
be willing to continue with the advertising medium that was used.

However, over time, you might find that the newspaper
advertising will continue to provide the 120% ROI. If that is
the case, then your newspaper advertising should take more of a
center stage in your advertising efforts so that you can develop
more profits which can be used to increase your dollar
investment into your advertising.

WELCOME TO THE WORLD OF TRACKING YOUR OFFLINE PROMOTIONS

With this introduction, you should now have available to you the
knowledge necessary to introduce tracking into your marketing
efforts. Those who take the time and effort to advertise and
track their results will benefit more than you can imagine.

Truth be known, a single person with a dream today started every
big corporation in the world many years ago. Each of these
corporations grew from a fledgling operation to a economic
powerhouse by tracking and tweaking their Advertising ROI.

Every corporation and small business who will remain in business
through the long term will be tracking their advertising and
promotional efforts today. It is an investment into their future
success. If you make the same kind of investment of time and
cash resources, you too will be making an investment in your
future success.

Author Info:

About The Author:------------------------------------------------------------Stone Evans Will Personally Build A Money Making Website Just For You That`s 100% Ready To Take Orders And Pull In Massive Residual Profits. Get Details And Signup Today At: http://www.PlugInProfitSite.com------------------------------------------------------------

 
30 Most Recent Articles :
A Disputed New Business:Virtual Property Exchange

In many ways, the in-game economy is similar to a real world economy - goods and services are traded to mutual advantage and are mediated in currencies(gold,platinum,credit,etc.). An online broker, who goes by the screen name Rolala, was not a fan of online games until his 15-year-old son be[ Read Article]

THE UNITED STATES, A Terrorist Nation

I love the United States of America, but I cannot tolerate the UNITED STATES OF AMERICA. No I am not shouting at you, I am simply making a distinction, a difference that thirty-seven states of the union have noticed and moved to rectify. You see, AMERICA isn’t America anymore, nor does it in anyw[ Read Article]

Dollars and Sense

When I speak of the Federal Reserve and the fiat monetary system that controls our lives I feel as though my words are falling on deaf ears. I have the sense that the simplest conversations suggesting that change must be made invoke fear and condemnation from my fellow citizens. When will we tak[ Read Article]

Constitutionality

Is the 16th Amendment constitutional? Of course it is, the Supreme Court has made that as clear as it did the issue of slavery. But let us remember that it took the lives of more than 365,000 brave American men and the destruction of the Republic to wrest the matter from the courts and resolve the[ Read Article]

Five Secrets to Effective Pay-Per-Click Advertising

With so many companies swarming the World Wide Web with their products, how can you and your products and services stand out? Your ready answer would most likely be effective marketing. But how? How can you catch the eye of a surfer skimming carelessly through web pages? How can you keep the at[ Read Article]

How to Sell Bonds

If you want to make good money with banks, or any institution, Government and agency bonds are where it is at. Simply because all Government bonds and agencies are AAA rated, and banks can buy millions of dollars of any bond without incurring any credit risk. All banks own bonds of some sort, a[ Read Article]

Closing in the Car Business

The “P” Word. Closing is all about helping car customers make positive decisions. It is not about pressure or manipulation. Your customers need help overcoming the “P” word. Procrastination! Procrastination is natural when it comes to making a buying decision. Your customer is trying to avoid [ Read Article]

If You Build It They Will Come, or Will They?

All right, so you invested your time and energy to build your organization a great new web site, but you are not getting quite the results you were hoping for. Few customers are visiting or interacting with you and rarely do you get prospects to contact you through the site. So what can you do to [ Read Article]

Confessions of a Yoga Teacher

The following are questions that Yoga teachers still need to answer, despite overwhelming evidence that Yoga is ?the mother of all health maintenance systems.? Mainstream thought is finally catching up, with the progress Yoga is making, but it has taken 5,000 years for us to get this far. Serio[ Read Article]

Vertical Creep in Search Results :: Should Organic Optimizers be Concerned?

I thought for this week I’d give a summary of some of the more interesting Search Engine Strategies sessions which are currently going on in New York City. I was at SES as a speaker last year in New York and I have to say, there is a wealth of information there even if some of it is contradict[ Read Article]

How to build link popularity fast and free

We all knew that back link or link popularity is a big factor to get good position in any search engines. But building link popularity some times really hard if you don't know how to do it. One of the hardest problem for new webmasters is to get back link to their newly stablis[ Read Article]

Does Chiropractic Care Really Make Sense?

The Role of Chiropractic in Treatment Beyond the Resolution of Symptoms Do you have the same nagging injury that never seems to go away? Are you suffering needlessly with pain? Are you fed up with taking painkillers? Do you want to find out what is causing your pain? If your answer is ‘ye[ Read Article]

The Economic Implications of Buying Drugs Online

Although the Internet is fairly new (at least to the mainstream) online shopping has grown by leaps and bounds. Now you can buy almost anything you need, from food to fishing equipment, right through your computer. Of course, this has meant that commerce has been forced to adapt to the changing co[ Read Article]

Manning and Manning-Can Either Brother Win the Big One?

It was just over a year ago, after the Colts lost to the Pats in their post-season contest, that Boomer Esiason said on national television, "I think maybe Peyton (Manning) is this generation's Dan Marino." Esiason went on to state that Manning "is a great football player, but he's not going to get[ Read Article]

Branding, Branding, Branding - MSN fails to keep it Straight

Sometimes you see promotions come along and you wonder: did they just do that? The current MSN promotion called msnsearchandwin is a prime example of this. Not only do they use “black hat” or at least “questionable” tactics on the site, but the messaging is inconsistent. In this article [ Read Article]

The New MSN Search Interface :: A positive change or the antithesis of transformation?

Now, instead of wide blue bars there are sleek silver-grey bars. Also, the top bar where the search box is became narrower. To me this makes the page seem less “closed in” and more visually appealing. I now feel as if I can trust the results more because they have more room. I’ve also noti[ Read Article]

Malta Holidays

With Malta visitor numbers static in recent years and facing new competiton from former Eastern Bloc countries offering cheap holidays, the recent announcement by the Maltese government that negotiations were at an advanced stage with two low cost airlines has[ Read Article]

Drug Rehab Treatment Centers as an Experience, not a Punishment

Choosing a drug rehab treatment center is a decision that calls for both negative and positive emotions. Nobody wants addiction to overtake their life to the point that rehab is the necessary step. However, the decision to go to one is something to look forward to, as it is the decision to rebui[ Read Article]

Some ways to improve your king content

There are thousands of articles, books and forum posts which showed that content is king in search engine optimization (SEO). In this article, you can find some ways that can help you improve this king content for your web site. * Content for people first, not for search engines - Some webmaste[ Read Article]

Aerosmith Just Keeps On Rockin’

For over three decades, Aerosmith have been one of rock's most revered and popular bands, crafting classic songs full of raw guitar runs and intensely energetic vocals. The band first reached fame in the 1970’s with a string of hits including "Dream On," "Sweet Emotion" and "Walk This Way." During t[ Read Article]

Chicago Cubs Pitcher Mark Prior Re-signs

After many trips through the rumor mill, Mark Prior accepted the Chicago Cubs’ offer on January 27 to a one-year, $3.65 million contract. That is $900,000 more than the salary he would have earned under the contract he voided in November. Since Prior's definitive season in 2003 (18-6), he has cooled[ Read Article]

Social Networking - The Next Great Marketing Medium?

There has been a virtual explosion of social networking sites in the past couple of years. Even the big players like Google, Yahoo and MSN are getting into it. With so much interest in how social networks work, one begins to wonder if there is marketing potential within these social network[ Read Article]

How to choose paid directory for web site listing?

How to choose paid directory for web site listing? Search Engines are the major source of traffic for any website. High search engine ranking can boost number of your visitors and in turn leads to increase in sales. The best way to get top search engine placement is to improve link popularity [ Read Article]

Addiction Treatment Centers Using Experiential Therapies

Life is experience. Substance dependence overtakes a person’s ability to make her own decisions to experience life, and life is no longer actively participated in. Therefore, in overcoming addiction, it is vital to learn to re-experience life. This lesson helps a treatment center resident reint[ Read Article]

The DH: Making Life Tough for AL Pitchers

In 1973 Major League Baseball instituted three rules designed to lessen the power of pitchers and create more offense. One theory at work was that the game needed to be energized and that more hitting would create additional runs and excitement. Both the National and American Leagues lowered th[ Read Article]

Vacation on the Beach the Smart Way

Vacation on the Beach the Smart Way Almost everyone agrees; there is no more relaxing way to vacation than to take it to the beach. For the vacationer/traveler who hasn't considered a beach house rental before, they represent an affordable and fun family oriented alternative. There is an intell[ Read Article]

Malta Holidays and Hotels Buzzed by New Jets

With Malta visitor numbers static in recent years and facing new competiton from former Eastern Bloc countries offering cheap holidays, the recent announcement by the Maltese government that negotiations were at an advanced stage with two low cost airlines has sparked hopes that the island will see [ Read Article]

The Rising Cost of Prescription Drugs

If you’re like many Americans, the rising cost of prescription drugs may be costing you your health. In particular, seniors living on a fixed income with no insurance are finding it difficult to pay for necessary prescriptions out-of-pocket, and as a result, may be failing to receive the treatment[ Read Article]

Who's Tops in Hockey and Who's Not

The National Hockey League needs to do more to encourage better coverage of the hockey games. With so many other sports realizing national coverage, the NHL is sometimes forgotten. However, this year, there's a race for the Stanley Cup, and only one is set to win it. But which team will that be? [ Read Article]

The Danger Of Rounding Up Your Debts

Rounding up your debts is one of the biggest dangers to your financial position. It's also one of the easiest ways for your debts to get out of control. This way of thinking is best summed up by the following comment; ‘I already owe $27500 so what’s another $500. It takes my debt to a nice round [ Read Article]

 

World Top Stories :
US cuts Pakistan aid over jailing
A US Senate panel says it is cutting $33m in aid to Pakistan after the jailing of a Pakistani doctor who helped the CIA find Osama Bin Laden.


Counting begins after Egypt vote
Counting begins at some polling stations after two days of voting in Egypt's first free presidential election, as the Muslim Brotherhood claims a lead.


Man admits to killing Etan Patz
A man confesses to suffocating six-year-old Etan Patz in 1979 in New York, as the child walked to a school bus stop on his own for the first time.


Burkina Faso-Mali clashes kill 25
At least 25 people have been killed in days of tribal clashes over land rights along the Burkina Faso-Mali border, officials say.


 

Copyright © 2006 Realook.com All Rights Reserved.