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Proving Advertising ROI September 24, 2010 1:45-3:15

Proving Advertising ROI September 24, 2010 1:45-3:15. How do you Quantify a Kiss?. Source: MPA Handbook, 2010. Source: MPA Handbook, 2010. Source: MPA Handbook, 2010. Source: MPA Handbook, 2010. Source: MPA Handbook, 2010. Source: MPA Handbook, 2010. Source: MPA Handbook, 2010.

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Proving Advertising ROI September 24, 2010 1:45-3:15

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  1. Proving Advertising ROI September 24, 2010 1:45-3:15

  2. How do you Quantify a Kiss?

  3. Source: MPA Handbook, 2010

  4. Source: MPA Handbook, 2010

  5. Source: MPA Handbook, 2010

  6. Source: MPA Handbook, 2010

  7. Source: MPA Handbook, 2010

  8. Source: MPA Handbook, 2010

  9. Source: MPA Handbook, 2010

  10. Source: MPA Handbook, 2010

  11. Definition of ROI Return generated by each dollar invested Incremental sales volume generated by a media investment

  12. The ROI Sales Teeter-Totter Analytic vs. Impressionistic

  13. ROI: Client Perspective Will my ad pay off? $1,000 Client’s definition of ROI ROI vs. “Accountability” and/or “quantifiable results”

  14. ROI: Your Perspective How do we convince the client that we can deliver?

  15. Advertising ROI Checklist • What “proof” does the advertiser need to make the buy? • What criteria will they use to determine success? • Can you deliver based on that criteria? • If not, can you negotiate the criteria? • Set reasonable goals • Don’t promise what you can’t deliver • Review campaign success

  16. Media Audits

  17. Integrated Brand ReachSM Audit 25

  18. Gross individuals for each channel • Unique individuals • Average channels per individual 26

  19. Matrix of channels 27

  20. Website traffic 28

  21. Recency of involvement 29

  22. Or put it this way… • “Proof”: Beyond a reasonable doubt • “Proof”: Preponderance of evidence • The “burden of proof” is on you! • Goal: To use evidence to build your case so that your client can use their judgment to easily conclude that your media is an excellent marketing investment

  23. Measuring ROI • Increased brand awareness • Customer value • Dollar & unit sales • Engagement • Actions taken • Leads • Number • Cost per lead • Cost conversion to sale • Shift in market share

  24. Digital Advertising ROI Number delivered Open rate Bounces- hard/soft Opt in/double opt in Unsubscribe /retentions • Number of unique visitors site/page • Clicks to website • Quality of leads • New readers

  25. A Competitive CPM What’s the real cost? • CPM– lowest common denominator • Effective CPM- target for this advertiser • Best readers: demographic, buying power • Exclusive readers • Behavioral targeting • No waste • Larger reach • Vertical vs. horizontal targeting

  26. CPM Vs. CPH VS.

  27. How does your Market Measure Yield • Hotels-- occupancy rates • Airlines--seats filled/ revenue per seat • Aerospace--cargo load • Agriculture: yield per acre • Micro-technology--yield per microchip

  28. It’s About Mindshare It’s not who you knowIt’s about who knows youIt’s about what they think of you

  29. Branding Studies

  30. Not Merely A Sale – But A Customer First sale $____________ Additional sales $____________ Renewal/repeat sales $____________ Referral sales $____________ Total value of a new customer $____________

  31. ROI Math • Investment $400,000 $500,000 $600,00 • Gross margin 548,000 675,000 798,000 • Return 148,000 175,000 198,000 • Net ROI 37% 35% 33% Source; Marketing ROI, James D. Lenskold,

  32. Measuring Buyer Action • Purchase product or service • Recommend product or purchase • Gather more information • Visit advertiser’s website • Purchase consideration • Visit brick and mortar store/venue • Save ad for future reference • Social media, word of mouth

  33. Social Media ROI • Best practices online media (e.g. paid search, SEO, online advertising) • Transactions and ROI • Inquires: Clicks, visits, page views, phone calls • Actions: Valuable brand interactions • Conversions: Data capture, lead capture, sales • ROI: Cost per click, cost per lead, revenue Source: www. clickz.com, may 25, 2010

  34. Social Media Stats • Connections: Friends, fans, likes, subscribers, followers, application installs • Engagement: Likes, comments, sharing, re-tweets, interaction • Views: Video plays, SlideShare plays, social site page views • Traction: Engagement rates, re-tweet rates Source: Clickz

  35. Buzz and Sentiment Chatter: Levels of Twitter tweets, blog posts, forum posts and comments Reach: Influence and reach of the people and bloggers posting the chatter Sentiment: Positive and negative ratings of the chatter being posted Context: subject matter, specific themes of the chatter and comments Source: Clickz

  36. Social Media Actions Taken • Contests/sweeps entries • Coupons downloaded/redeemed • Games played • Videos viewed • Uploads (e.g. images, videos) • Poll votes • Messages sent (e.g. bulletins, updates, emails, alerts) • /

  37. Social Media Actions Taken • Invites sent • Newsfeed items posted • Comments posted • Friends reached • Topic/forums created • Number of group members or fans • Reposts (“shares”)

  38. Consider the Negative ROI Lost sales

  39. Helen Berman Helen Berman is a publishing consultant specializing in print, Internet and exhibition sales training and management-development programs. Founded in 1984, the Helen Berman Corporation has trained thousands of salespeople with customized in-house workshops and regional seminars. Helen is a frequent speaker at many publishing conferences, including, FOLIO, Magazine Publishers of America, and American Business Media. Helen is the author of the two-volume book Ad Sales: Winning Secrets of the Magazine Pros, available in hardback and as e-books. Helen is also a regular contributor of articles and columns on publishing, selling techniques and management to FOLIO Magazine and to EXPO Magazine. The Helen Berman Corporation 15332 Antioch #164 Pacific Palisades, CA 90272 Phone: 310-230-3899 www.helenberman.com e-mail: hberman@helenberman.com

  40. Proving Advertising ROI September 24, 2010 1:45-3:15

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