Today’s marketers are faced with a number of different analytics to test the success of a marketing or advertising campaign. Particularly with the growth of digital marketing in the past decade.
- How many link clicks did your Facebook ad achieve?
- How many prospects filled out a “contact us” form as a result of your marketing campaign?
- What percentage of people who received your email actually opened it?
While these high-level analytics offer value to clients of marketing and advertising agencies, there is one metric that tends to fall flat: brand impact. The biggest challenge marketing and advertising agencies often have is showing a true, 360 degree view of the ROI of their marketing campaigns and the brand impact. The link clicks, impressions, form fills, email opens, sales, and so on are not the only depiction of how to define a successful marketing or advertising campaign.
To combat this challenge, marketing and ad agencies are using market research to showcase the true validity and value their campaigns have for their clients. A campaign evaluation survey provides key performance indicators such as changes brand awareness, changes in brand perception, potential increases in likelihood to purchase, additional data on source(s) of awareness, and much more.
Yeah, your $100,000 marketing campaign you ran for your client might have fallen 20% short on sales. However, wouldn’t it be great to know:
- Awareness of the brand increased by 8%
- Positive perceptions increased by 12%
- Likelihood to consider purchasing increased by 23%
What these metrics might tell your client is the sales are coming!
By partnering with a market research company specializing in campaign evaluation surveys, marketing and ad agencies are able to strengthen their proposals by adding a full campaign assessment unlike anything prospects have seen before.
Learn why today's marketers and advertisers are using market research to showcase the true validity and value their campaigns have for their clients.
What is a campaign evaluation survey?
A campaign evaluation survey is a two-part market research methodology and project. It consists of both a pre-campaign evaluation survey and a post-campaign evaluation survey. A campaign evaluation survey reveals whether a marketing campaign:
- Effected the target audience’s likelihood to purchase from a brand
- Effected the target audience’s likelihood to consider buying from a brand
- Created a positive, neutral, or negative audience perception of a company
- Impacted top of mind awareness and aided awareness for the target audience
Whether a marketing or advertising firm is working with a client to create a new website, run a Facebook campaign, or administer an email campaign, a campaign evaluation survey can uncover underlying metrics you cannot obtain through traditional advertising analytics through digital platforms.
What is the process of a campaign evaluation survey?
Prior to running an advertising campaign, a market research company will create a pre-campaign evaluation survey with a random sample within your target audience to understand key brand metrics such as awareness, perception, likelihood to purchase, and a series of other critical KPIs.
To have a true representation of your entire target demographic, it is important the pre-campaign evaluation survey sample be as random as possible. For example, if your target audience is women who live in New York, your survey responses should be from women across the entire state, not mainly New York City or Upstate New York. This market area for the survey should match the market area intended as the focus for the advertising campaign.
After the pre-campaign evaluation survey results are complete, the marketing campaign is ready to begin as one normally would. At the end of the campaign, a marketing or advertising company responsible for the campaign will obtain traditional advertising analytics such as sales growth, link clicks, followers, calls, store visits, cost per lead, conversion rates, etc. This, of course, is all dependent on the type of marketing campaign you are conducting and its objectives.
Regardless of the type of advertising efforts, these analytics do not show visibility of how the marketing campaign has largely impacted the brand, especially if the campaign did not produce bottom-line revenue. This is where market research comes into play.
The market research company will administer a post-campaign evaluation survey with a new and fresh random sample in the same market area, testing the exact metrics they tested in the pre-campaign evaluation survey (awareness, perception, likelihood to purchase, etc.)
Now, the marketing and advertising team has a full-breadth of campaign analytics to provide to the client. This completes a full picture of the impact of an advertising campaign combining both measurable statistics (clicks, sales, etc.) and previously unmeasurable metrics which have now been collected through the survey.
Campaign evaluation survey data often appears as such:
• Your brand perception increased positively by 10%
• 15% of target customers are more likely to choose your company for their next purchase
• 2 out of 5 people are more aware of your brand as a result of the marketing campaign
• Sources of brand awareness increased by 25%
• Word association with your brand is 15% more positive
What are the benefits of a campaign evaluation survey?
As a marketing and advertising company, your team spends copious amounts of time, resources, and money into marketing campaigns for clients of various industries. With no 100% guarantee, your marketing efforts will result in an influx of new business for your clients, it is important to show other areas of success and movement of the needle as a result of your campaign.
By conducting campaign evaluation research using a third party to verify the credibility of the research, you are able to provide your clients with access to key metrics often gone unmeasured. With this addition to your campaign services, your proposal stands out as a marketing agency that specializes in a 360-degree evaluation approach. No stone is left unturned.
Potential clients are also pleased to learn the campaign evaluation research is performed by a third-party market research company as this exudes full transparency. Partnering with a third-party market research company allows your clients to feel fully confident in your campaign assessment. Your clients are assured no fluffing of the numbers to make the campaign look as if it performed better than it actually did.
Although campaign evaluation surveys are beneficial for all types of marketing campaigns, they are even more influential if your campaign includes traditional advertising efforts such as TV and radio commercials. It is a major challenge for marketers to truly understand the effectiveness and ROI of traditional marketing campaigns because there is no direct link to someone hearing or seeing an advertisement, and then going online or to the store to make a purchase.
With campaign evaluation surveys, you are still able to measure areas of awareness, perception, and likelihood to purchase with offline marketing campaigns. This is done by surveying those who are most likely to be served the TV or radio commercial.
For example, if a radio advertisement for a manufacturing organization is being played to those who live in the 7-county Syracuse DMA, a market research company will survey those who live in: Syracuse, Oswego, Cortland, Tompkins, Seneca, Cayuga and Madison counties. The campaign evaluation survey would easily detect key brand metrics and KPI’s for the radio ad.
Drive Research is a campaign evaluation research company located in Syracuse, NY. Our team has the knowledge and tools to deliver a 360-degree analytic review of a marketing and advertising campaign.
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