Advertising ... Without it, it would be impossible to tell the public about what you are ready to offer, which means that no type of service would be available. Can you imagine such a thing?
In order to maximize the benefits of advertising,you need to know a lot: turn to the numerous theoretical and practical data in the field of advertising technology. It is especially important to be able to assess its effectiveness, in order not to waste precious business savings.
Evaluation of the source
Advertising in some mediadoes not really lead to you clients, if, for example, this media is targeted to a completely different audience. Hence the first rule: to evaluate the tool in terms of which contingent it is calculated on and whether it corresponds to your target audience.
Study new sources of advertising, pay attention to the proposals of advertising companies. Perhaps, the ideal source of advertising you will find.
Evaluation of advertising effectiveness mustevery time, with an "old" and a new source. So you get a guarantee that there will be no unforeseen expenses, and advertising will provide your company with the necessary number of customers (exactly as much as you can pull).
Evaluation of factors
Not always the reason for the decrease in efficiency should beseek in the media. Often, the demand for services or goods may fall due to other factors: seasonality, temporary reduction in demand, changing priorities, the emergence of competitors.
We must not forget that much depends on communicationemployees of the company with potential customers. It is possible that the decline in demand is not due to poor advertising, but to how consultants are handled by service customers. Perhaps the company is losing them at this stage.
In addition, it is important and the content of advertising. Before submitting an advertisement, you should consider it from the point of view of the potential buyer: whether it attracts attention, whether it affects the client's psyche correctly. And after filing, conduct an analysis of the image of your products (services) created by advertising and the company as a whole. Here, the company's image comes into play: whether the firm is solid, whether the employees are qualified in it, how quickly and accurately it performs the tasks set by the clients.
At all desire, to consider all factors it will not be possible: there will always be something that you have missed. Evaluation of the effectiveness of advertising will always be relative. And yet it allows you to correlate costs with results, to outline the further path of work.
Thus, the effectiveness of advertising measuresIt should be evaluated not only through the count of appeals. But also due to the determination of the error of counting due to the impact of other factors, which will indicate the data obtained in past periods. If they have changed under other conditions (the same source of advertising), then the matter is in external influences (competitors, seasonality, inflation).
How is the assessment carried out?
To begin with, it is necessary to determine the evaluation criteria. Usually this:
- the effectiveness of advertising sources, means (announcements, articles, press releases, promotions, distribution of flyers, booklets, evaluation of the effectiveness of contextual advertising on television, on the network);
- effectiveness with dealing with advertising
- and the actual increase in "productivity".
Each indicator is measured in percent. For example, the source of advertising is identified by interviewing the clients who contacted them ("How did you find us?"). Who gets the most votes, he "won" ... It is the survey method that is the most effective and widespread way of studying the results of an advertising campaign. Just talk to customers more. And they will gladly point out your minuses and pluses. For example, the director of one original firm of its kind is interested in customers even about what the overall impression is made on them by the atmosphere in the office. And having received a not very pleasant assessment, he immediately assembled his team and held a mini-training on why we should smile at each visitor.
The obtained data should be compared with the pastperiod and analyze the possibility of external factors (as discussed above). However, the latter will probably be done only after studying the change in the demand of regular customers or similar to them according to the main characteristics (after all, your target audience has: gender, age, social status).
The frequency of evaluation depends on the "depth"analysis. If this is a surface survey, it should be done frequently and in accordance with it, the advertising measures should be adjusted. If this is a deep analysis of the demand of the target audience - from 1 time to 6 months.
Yes, determining the effectiveness of advertising - the task is notfrom the lungs, and not every trained manager can do. However, there is always the opportunity to seek help from specialized agencies (marketing). It is worth one time to study the report of professionals and you can already approach the assessment more rationally. In addition, such an in-depth analysis of advertising measures is useful to order at least once - it justifies all costs.
What to do with the results?
Evaluating the effectiveness of advertising should always benefit, even if it showed a negative result (it should be perceived as an opportunity to correct mistakes in the advertising campaign).
Advertising requires constant work on it. Evaluating the effectiveness of advertising, correcting texts, videos, applying new methods of attracting customers, finding a new source - this area of the company requires constant creativity and its content will depend on the specific conditions of the situation (on the market, on the specifics of the business, the company itself, its employees).</ p>