Connect the Dots
By Chuck Mancino, MMPR
Why is it that some companies' advertising is working "great guns" while others have a tough time in determining results? And how do you measure results? And, even if you try, try and try, is it even possible to measure your results? And if you can't, does that mean your ads aren't working?
Measuring Your Results
Measuring results can be difficult when it comes to print advertising. So much so, that some people just don't want to bother and give up on it all-together. There are a few things you can try.
- Use different phone #'s for each magazine. That way, when a call comes in, you know exactly where it came from, as you can record how many calls comes from each ad. But, I've known some vendors who tried this, and ended up mixing up the #s and not really knowing what each source produced. It also costs a little.
- Have whoever answers your phone ask where they heard about you. This sounds quite simple and affordable. (Shaking my head.) But, it's not that easy. I have answered the phone for some client's ad campaigns, and the simple matter is most respondents won't know where they really saw your ad, especially if your niche has a bevy of magazines, such as the chiropractic profession. I would ask where they saw our ad, and I would often get responses that mixed the names of magazines together, even though we only ran the ads in one magazine. "Where did you see our ad?" "In Dynamic Economics." "In the chiropractic newspaper" (There is more than one.) I've had vendors try to tell me that they are confident they were accurately tracking their ads, but, if they were in several publications, chances are they were not getting as accurate data back as they imagined. For instance, if you have your salesperson list off the magazine options, which ever magazine is first on the list is the one that will likely have the majority of respondents say that is where they say your ad. Mix up the order o the list, and it will alter the results. That tells me, it's a very inexact process.
- Use all Internet marketing? There is no doubt that you can track results from on-line efforts much easier than print. Only problem is, that in the complimentary and alternative (CAM) niche, that most traffic to your website or landing page still comes from print or consumers who happen to find you. I don't know if a CAM health care professional buys product from doing a keyword search; he or she will usually buy a product that they are comfortable with (the brand) and it's not likely that you can build a brand presence from an on-line effort alone. Most people don't know that going all digital with no print presence actually costs a lot more per sale in the long run.
"Just tell me which the best magazine is."
I hear this often. Most people want a simple, easy-to-understand answer. But it's just not that simple. I have had complaints – and compliments – for virtually every publication I've been involved with. One vendor will tell you "I advertised and got nothing from magazine 'X'" while another company will say "Magazine 'X' got me better results than all the other magazines combined." So which is true? Both. It depends on many factors, including what kind of product or service matches with which readership. Then there's the factor of what ad did you run - what did it look like, what did it say and was it something that would resonate with the audience? And then there's the ad price (although, basing your buys totally on price is more often a mistake than not).
"Half my advertising dollars are wasted..."
Many have heard the famous quote from John Wanamaker, considered the father of modern advertising that goes: "I know that half of my advertising dollars are wasted ... I just don't know which half." Basically, that is kind of a cute way of saying advertising is an inexact science and if you do enough, about half of it works, but you never really know which half. Whether I was a publisher, or a consultant, vendors hate hearing this; they would much prefer it is a more precise outcome.
What not to do
Just because it is hard to track results does not mean one should advertise in every option out there. There is a law of diminishing return, and after you have a presence in the top few media options, you get less and less of a return with each magazine, etc. that you add. Use due diligence, and choose the best couple of options and run consistently in those. Study after study shows choosing your best few options and running consistently is the most effective way to invest in advertising. There are those few companies who can advertise in every magazine out there, but that is the exception to the rule.
Testing, testing, 1, 2, 3
Many vendors feel the need to test all the magazines for themselves, fearing it is their only way to determine which options are best. But often, even with the most thorough efforts, as stated earlier, it is very difficult to determine. But, if you must, make sure you don't "test" magazines by running one full page ad, and base your determinations on that one-time ad. It simply isn't enough exposure to make any summaries or conclusions. Most resources say that readers don't even notice your ad until three or four exposures to it. You can fully expect that your first few ads will get near zero response.
In a nutshell
Do your best to determine the best couple of magazines for your advertising, if you are in a niche that has several. Some magazines work better for certain product categories than others. Make sure you know what the real circulation is and by that I mean how many individual copies get mailed to individuals. Also, consider the perceived value of the content to your target audience. (If they aren't reading a magazine, it matters none if a copy is being mailed to them.) And once you make your determination, run a consistent program that you can afford. Running sporadic ads is simply a waste of money. Consistency is the most important factor in all advertising. And don't feel bewildered. I know every magazine has a pitch that makes them sound the best...until you speak to the next rep for another magazine. But it can be done. And have fun with it.
About the Author:
Chuck Mancino, MMPR, has been in advertising, copy writing and PR for over 24 years – with the last 11 being in the CAM market. You can reach him at 904-280-5433, or email cmancino@gmail.com or visit www.gommpr.com.
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