Offline Marketing - The Ad Tracking Conundrum

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Offline Marketing - The Ad Tracking Conundrum

  1. 1. Offline Marketing :The Ad Tracking Conundrum<br />Cliff Ponting<br />www.0800shop.com<br />
  2. 2. Half the money I spend on advertising is wasted ; the trouble is I don’t know which half <br />John Wanamaker<br />U.S. Department Store Merchant<br />( 1838 – 1922 )<br />
  3. 3. Offline Marketing Routes to Market<br />Trade Directories<br />Local Newspapers<br />Regional Newspapers<br />Leaflet Drops<br />Poster Campaigns<br />Noticeboards<br />Brochures<br />Direct Mail<br />
  4. 4. So , how do you track the effectiveness of an Offline Marketing campaign ??<br /><ul><li> Focus Groups ?
  5. 5. Surveys ?
  6. 6. Word of Mouth ?
  7. 7. Year by Year Sales comparisons ?</li></li></ul><li>There is a simple solution !<br />Use a Freephone<br />Number !<br />
  8. 8. Freephone Numbers<br /><ul><li> Calls free to the customer
  9. 9. Easily Diverted – Non Geographic
  10. 10. Easily recognised as a “free” call
  11. 11. Readily available –numerous providers</li></ul> 0800 / 0808 <br />
  12. 12. How To Track Offline AdvertisingAllocate an 0800/0808 number to each route !<br />Trade Directories - 0800 xxx 0001<br />Local Newspapers – 0800 xxx 0002<br />Regional Newspapers – 0800 xxx 0003<br />Leaflet Drops - 0800 xxx 0004<br />Poster Campaigns – 0800 xxx 0005<br />Noticeboards – 0800 xxx 0006<br />Brochures - 0800 xxx 0007<br />Direct Mail – 0800 xxx 0008<br />
  13. 13. Freephone Statistics<br />By choosing a Freephone Provider who gives comprehensive statistics one can soon establish :<br /><ul><li> Time of call to 0800 number
  14. 14. Duration of call to 0800 number
  15. 15. Originating number calling 0800 number
  16. 16. Cost of call to 0800 number
  17. 17. Summary of total calls per number</li></li></ul><li>Using Freephone Statistics a “Cost Per Enquiry “ Can Be Established<br />For Example :<br />Compare Local Newspaper Ads vs Leaflet Drops<br />Local Newspaper Ads ( 0800 xxx 0002 )<br />10 calls = Cost of Ad placement = £300<br />Therefore “Cost Per Enquiry “ = £300/10 = £30<br />Leaflet Drop ( 0800 xxx 0004 )<br />10 calls = Cost of Ad placement ( printing/delivery) = £500<br />Therefore “Cost Per Enquiry “ = £500/10 = £50<br />In this example the advertiser would obtain more “bang for their buck “ with the Local Newspaper advertising.<br />(n.b. Cost of calls if call numbers not equal will also need to be factored in to the “cost per enquiry” calculations)<br />
  18. 18. Having Established That Freephone Numbers Are A Superb Way To Track Ads – What Should You Look For In A Freephone Provider ?<br /><ul><li> Ensure that you go with a Provider that does not tie you in to 12/18/24 month contracts
  19. 19. Ensure that billing is per second not per minute
  20. 20. Ensure that Freephone number connection is free
  21. 21. Ensure that monthly Freephoneitemised billing is free
  22. 22. Ensure that the Freephone number is issued free
  23. 23. Check call charges per minute to landlines , mobiles and international numbers
  24. 24. Check flexibility of Freephone management platform</li></li></ul><li>For More Information on Freephone Numbers including :Benefits of using Freephone NumbersMarketing of Freephone NumbersCosts of using Freephone NumbersPlease Visit Our Website at :http://www.0800shop.com<br />
  25. 25. http://www.0800shop.com“Unrivalled Service , Jargon Free Solutions “<br />

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