Most businesses have no idea how to measure their ad results. Consequently, THEY NEVER FIND OUT WHAT ACTUALLY WORKS!
Holloway’s have developed this easy way to measure ad results. NOTE TO CORPORATES; Don’t be put off by the simplicity of this method – it works better than what you’re doing now! By Following these two simple steps, you will be able to set up a system that all members of your team will be able to follow.
- Buy an exercise book, then rule it into FOUR columns and write these words at the top of the columns.
- Column one is for ‘Date’ (Date the ad ran).
- Column two is for ‘Headline of the ad’.
- Column three is for ‘Sales by Day’ (at the end of each day, write the number of sales for that day – your till or computer can give you those figures.)
- Column four is for ‘Total Sales by day’.(At the end of each day write in the total dollar value of all sales for that day).
At the end of each week, add up the number, and dollar value of sales for the week and write it (under the headline of the ad) in column two. Then as the weeks go by you will see a clear pattern. Your exercise book will show you when an ad is effective, because sales will be higher.
It will also clearly show when a particular ad is no longer working and needs replacing.
"Make sure you never underestimate the power of measuring! Measuring systems don't have to be complicated as we have taken you through the steps to make it as simple as possible. The key is consistency and making sure you constantly remember to keep doing it so that the results are as accurate as possible. This measuring system can also be applied to other areas of your marketing by tweaking it slightly to make it relative."
Steffan Hudson - Director & General Manager
How to test and measure your ads and marketing
If you don’t, your ads will never make you money!
You should always be testing so you can stop wasting money on advertising that doesn't work!
I’ve been writing and designing ads for over 30 years and my results are miles better than what others get, yet I’m still testing! In advertising, you can NEVER stop testing.
3 EASY WAYS TO TEST YOUR ADS:
1. “If it ain’t broke, don’t fix it”. Wrong! Wrong! Wrong!
The old adage “if it ain’t broke, don’t fix it” does NOT apply in advertising. Results almost always diminish over time. So you need to keep trying new adaptations to your successful ad.
How to test websites and and newspaper ads
- First test your headline. Some companies have doubled their response by changing the headline.
- Test a different photograph. Place it after your headline - that’s what people notice the most.
- Test the caption under your photograph – twice as many people read the caption under your photo than those who read your body copy, so you owe it to yourself to keep testing different captions.
- Rewrite the first two paragraphs of your body copy to see if that makes a difference.
How to test radio ads
- Test the beginning of your ad, that’s all 80% of people listen to - so test different introductions.
- Test slightly different offers.
- Test the same ad on different stations and use different phone numbers.
2. ‘Split-run’ testing – an inexpensive way to find out what works.
Surprisingly this point is NOT a contradiction of the one above. When you find out an ad works KEEP running it! BUT at the SAME time test the ‘improvements’ suggested above. Successful direct mail companies call this ‘split-run’ testing. Here’s how THEY do it:
Newspapers can, and some will (for a fee) change the plates for your ad half way through the print run. This allows you to run your successful ad in the first half of the print run, and a different version in the second half of the print run. Ask your readers to respond to a different phone number, or make the coupon look different so you can measure which ad generated more sales. You can also use their approach in your brochures by changing headlines halfway through the print run.
3. Coupons are NOT the only way to measure response!
Run coupons if your customers are keen to clip and return them. But also test to see if asking customers to visit your website (or email you) is more effective. Some of our clients find that giving their 0800 number or asking customers to fax them is even better. You won’t know until you test it!
IF YOU MEASURE YOUR CONVERSION RATES, THEY'LL INCREASE!
Every single person who works for you brings in sales – either accidentally or on purpose – if you measure how often this happens, it will happen even more.
The first thing you need to do is recognise that everyone in your business has a ‘CONVERSION RATE’.
That means ‘out of every 100 people they talk to, how many actually buy from your company?’ Of course a sales person will have a much higher conversion rate than a shop foreman or an accounts lady. But even so, every now and then someone who talks to one of your general staff ends up buying from you.
This even works for non-sales focused businesses like accountants and lawyers. For instance the receptionist at an accountant’s office may simply be chatting to a client in the waiting area and may mention, without any intent whatsoever, some new service that the accountant’s staff are away training for. As a result the client enquires, likes what they hear and ends up spending more money with that accountant.
The second thing you need to do is MEASURE their conversion rate.
That doesn’t need to be difficult. Each staff member needs a simple way of recording how many people they talk to. A note book under the counter, or in their pocket so that if the foreman grabs the phone because it’s busy he puts a tick in his notebook – whatever works for your team is fine provided it’s not too complex.
Another example is your receptionist may be fielding phone calls all day. If your phone system allows for you to record the number of incoming calls then do that – if not, then ticks in a notebook are fine. If calls are occasionally forgotten that’s ok too – because the people who talk to the most customers generally sell the least, so the odd omission won’t really affect your calculation of how many out of 100 people spoken to actually buy.
The reason you measure their conversion rate is uncanny – but also true! The moment you begin to measure it will begin to increase – little by little, but every increase helps.
Here’s an example of how it works.
You have a bunch of truck drivers working for you and you tell them about measuring their conversion rate. They’ll all think you’re bonkers!
You tell them they’ve got nothing to lose…if you’re right and recording the number of people they talk to ends up seeing more of those people buying from you then you’ll give them a pig on a spit and music and beer to celebrate. If it doesn’t you’ll do the same to make up for their wasted effort.
So they start putting ticks in a notebook every time they talk to the police officer at the weighbridge, or the clerk at the warehouse where they collect or drop goods.
They think is a silly waste of time, but the promise of the pig on the spit keeps them going and pretty soon every time they ‘talk’ to someone, no matter how trivial the conversation, they’re much more aware that they’re representing your company and for that reason they automatically become better ambassadors.
And because they’re now THINKING about the whole issue themselves they become much more conscious that your trucking business needs to make sales – and that their jobs will be more secure if that happens!
As a result they become much more sensitive to the possibility that someone they talk to, no matter how unlikely, may have some small need your company can satisfy.
And pretty soon they’re talking to someone, and all of a sudden they realise that your company can help that person and they suggest “I think we might be able to do that for you – I’ll get my boss to call you aye?”
And suddenly you’re only about ten feet away from a sale.