Measure the Effectiveness of Your Campaign

Probably the question I get asked more than any other is, “How do I know if my ad campaign is working?” It’s a tough question to answer – or has been until now. We finally have a fairly credible system for tracking effectiveness without costly post-media analyses.

Alan O’Shea has been using the Web to measure the effectiveness of our direct mail campaigns for the past year. His results have been outstanding (sigh of relief)! Prior to that time we had very few methods of tracking responses to our ads.

Now we have the capability, through Web tracking techniques, to measure how many visitors you have to your site, which of your ads drove them to your site, which pages on your site they visited, and how long they stayed on each page. Pretty useful information to have in monitoring and making changes to your marketing plan.

Here’s how we structure the campaigns: We produce direct mailers, ads in business journals or trade pubs, and radio spots that direct the audience to your Website. We put very little message on the ads – just a hard hitting headline like, “Six Ways to Cut Construction Costs”, then direct them to your site for details.

Each medium used has its own landing page so we know whether direct mail, print ads or broadcast is working best. On the landing page we ask for information about the visitor in exchange for something of value. For instance, they may register for tickets to a football game, an online energy audit or a giveaway.

We not only get them to the site where they get all the information we want them to have, we measure which media is working and how well, and we gain information about the visitors to the site. It’s all good.

Examples of their campaigns can be seen on the mcaproof.com Website.

Watch for emails with more steps for
successful marketing.


© Nehlsen Communications 2006-2008