How to Assess if your Campaign was Successful
Unlike newspaper advertising, radio advertising, and flyers, billboards continuously broadcast your message and by default are successful.
It is important to have a goal, to ensure your message and visual are relevant to your objectives and your route/stop points have been planned properly. If they are, you can’t go wrong. Your brand will enjoy unsurpassed publicity and exposure.
As with any advertising campaigns it is important to keep a momentum and if budget allows we recommend you to book a series of campaigns rather than a one off. The best advertising is drip feed advertising. This is what establishes your brand in our minds.
Companies have different ways of establishing the success of their campaigns. Some gauge it on the response, some use questionnaires and others base it on how many times their staff and customers have seen the billboards driving around – word of mouth.
Here’s how we gauge our own success when we want to promote our brand to say….Advertising agencies in London’s’ West End on our Mobile Billboards;
We plan our campaigns in exactly the same way we have advised you above making sure the message is relevant, the visual is relevant, the route is carefully outlined and the driver is briefed on our objectives.
During the execution of the campaign we randomly call advertising agencies in our target areas and ask if they have seen the billboards. The response is normally great and if it is not what we expect, we change our routes.
At the end of the campaign our sales people blitz the targeted agencies with phone calls to arrange appointments. At these appointments they generally find the person has seen our billboards and they already know who we are and have visited our web site prior to their meeting.
Lastly, we rely on existing clients. They normally call us or in passing mention they saw the vehicles.
We also participate in the trade shows and it is a good way to gauge if our efforts have been fruitful when visitors tell us they already know about us by seeing our vehicle driving around their places of work.
Our latest 5 day campaign generated direct calls from 18 agencies. We also know that many, many more agencies contact us when the need arises because they remember our brand above others. This is how we know our constant efforts are rewarded and our objectives met.
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