Test Your Off-line Marketing
Sunday, May 10, 2009
Thank you all for the great comments and questions you've been sending to the Marketing Blog. As a result, I'd like to start answering your questions here on The Marketing Blog - so keep them coming.Today's questions is from Peter: How do you propose split testing for a campaign using offline media? There are many tools to do so with online media, but how do you measure the design of two different magazine ads?
It's true that there are a number of tools for measuring the effectiveness of online campaigns. And it is, in many instances, easier today than ever before to evaluate the impact you marketing has with online tools such as Google website optimizer and a whole host of other resources. However, off line marketing can still be effectively tested and measured.
I've been testing offline campaigns for over a decade. The only change in the last few years is that many offline campaigns have been expanded to have an online component making it easier and quicker to track results. For example, you send a post card or publish and ad and have individuals fill out an online request form. This shows you quickly what type of results your campaign is generating in real time.
Without the online component, you can still track the effectiveness of your offline marketing. Personally I recommend you read, "Tested Advertising Methods" by John Caples a direct response expert. You'll learn the methods John has used to evaluate campaign effectiveness. When marketing offline, you should always test one element at a time (ex: headline). Split test ads or run them consecutively within the same publication.Always have a direct response mechanism. This can be a 1-800 number, an email address, or business response card. By having a direct response element, you can always test the response of your print campaigns. Different methods require different measurement techniques.
Test your print campaigns by circulating multiple versions of your creative in each campaign. Put in some type of mechanism to measure results that you can tie back to the unique version of your post card, magazine ad, or prospecting letter. By doing so you will always be able to test and improve your print campaigns.
Marketing Blog founder and top-selling author Michael Fleischner has been featured on The TODAY Show, ABC World News, and Bloomerg Radio. 
14 comments :
Your blog is very interesting.I will be reading always.Thanks
Nice one! Thanks for sharing. I am only starting out and find this very interesting...
It's also possible to measure the respons in sales online by adding 2 different URL's (printed). We use this for some years having good results.
Toverteam
Internet Marketing
Hi, this is the first time i came to your blog. You have nice article.
I think it's important to test your marketing way to know what best to you.
Keep post nice article like this.
Hi there, i enjoy reading blogs with good content like this one thank-you
Certainly a key factor in any buisness is measuring results.... i think you covered it well here thanks
Hi there, thanks for sharing what a great read, i agree with you on always testing and improving campaigns
most definately continuios marketing efforts is the key to buisness growth thanks for the great read
Wow some great insights here do you always post great content like this?
i have booked marked the page in case, will be back for more thanks...
Hello some great points stated there, with some good feed back
Hi Michael,
I just came across your blog is very interesting and I will be making it one of my daily visits. The owner of my company Andrew Wood recently released a new marketing book called Cunningly Clever Marketing. You can check it out at www.cunninglyclevermarketing.com . If I sent you a free copy would you do a review of it on your site?
Thanks,
John Eidukot
That clicked in my mind is your informative article. actually I have been doing offline marketing for a long, but I think I should be much more concentrated on the marketing strategies and a lot more, I think…
Direct mail advertising is one of the most solid and proven strategies for marketing your company. It’s been around since before radio and before television and it continues to deliver results, even with the invention of the internet. The tricky part is targeting your direct mail campaigns in such a way that you can justify the cost of creating and printing all of the pieces and having them mailed out. A great way to do this is to build a subscriber list and collect physical addresses from your customers whenever they purchase something from you, online, offline or anywhere else.
Marketing is making a business .If you have a good marketing of your business then business growth increase immediately. but marketing has more afford and more time and money consume and need more man power If we do online marketing or internet marketing then its very less time and money consume and no need of more man power. So online marketing is best.
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