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 brands or clients of marketing and advertising agencies, it can be disheartening when they don't reflect an increase in business or revenue.
This makes people question the worth and ROI of their marketing efforts.
The problem is link clicks, impressions, form fills, email opens, sales, and so on are not the only depiction of how to define successful marketing or advertising campaigns.
That is because there is one metric that tends to fall flat: brand impact.
To combat this challenge, marketing and ad agencies are using market research such as campaign evaluation surveys to showcase the true validity and value their campaigns have for their clients.
Article Contents 📝
Keep reading to learn more about how today's marketers are measuring advertising efforts, or skip ahead to a section of interest:
- What is a campaign evaluation survey?
- How to conduct a campaign evaluation survey?
- What are the benefits of 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 survey will uncover underlying metrics you cannot obtain through traditional advertising analytics on digital platforms.
Yeah, your $100,000 marketing campaign you ran for your client might have fallen 20% short on sales. But, 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! 🎉🎉
💡 The Key Takeaway: Consider conducting both a pre-campaign evaluation survey and a post-campaign evaluation survey to obtain a 360-degree view of what impact advertising has on your brand. With market research, you’ll uncover important information on how to improve ROI.
As stated in the section above, a campaign evaluation survey is completed in two phases.
The two phases of a marketing campaign evaluation survey include:
- A pre-campaign evaluation survey
- A post-campaign evaluation survey
Demographics such as ethnicity, marital status, and gender will help you gauge your target audience’s voice. Collecting this information can highlight targeted sample purchasing or cross-tabulations of data.
The pre-campaign evaluation survey acts as a baseline to measure key brand metrics such as:
- Aided and unaided awareness
- Brand perception
- Likelihood to purchase
- Likelihood to recommend
- Sources of awareness
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, say the target audience of your marketing campaign is women who live in New York. The survey should collect feedback from women across the entire state, not mainly New York City or mainly Upstate New York.
In short, the market area for the survey should match the market area intended as the focus for the upcoming advertising campaign.
After fieldwork for the pre-campaign evaluation survey is finalized, the marketing campaign is ready to begin as it normally would.
If you don't have experience conducting an online survey, read our blog post "How Does Online Survey Project Work?"
💡 Pro Tip: It’s a good idea to place any demographic-based questions towards the end of your survey. Sometimes, certain demographic inquiries can make respondents uncomfortable. If the questions are at the end of your survey and the respondent opts out, you’ll still have collected data you can use in a study.
At the end of the campaign, the marketing team 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.
As we've discussed these analytics, while valuable, 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. ✅✅
A market research company, like Drive Research, will administer a post-campaign evaluation survey with a new and fresh random sample from the same market area in step 1.
The market research will measure the exact metrics 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, investors, leadership teams, and more.
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
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 an online survey.
💡 The Key Takeaway: The two key steps in this survey process will measure the “before and after” effects of your marketing campaign. The pre-campaign survey gathers information like brand awareness, and the post-campaign survey looks into how key performance indicators have changed since launching the campaign.
1. Show other areas of success
As a marketing professional, you spend copious amounts of time, resources, and money on marketing campaigns for your brand or 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.
2. Boost your marketing RFPs
By conducting campaign evaluation studies to verify the credibility of marketing efforts, 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. You're able to provide your clients with access to key metrics often gone unmeasured.
No stone is left unturned.
3. Unbiased third-party research
When conducting campaign evaluation studies, we recommend using a third-party market research firm to verify the credibility of the data.
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.
The benefit of using a third-party source like Drive Research also include:
- Strengthen your proposals with market research services
- Reduce failure risks and ensure your campaign survey is top-notch
- Optimized messaging capabilities
- Consumer behavior exploration
Gaining feedback from real-life buyers is another hallmark of using a third-party agency. High-quality feedback equals crystal-clear ROI.
4. Measure hard-to-find KPIs in traditional advertising
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.
💡 The Key Takeaway: When using third-party research for your survey, key metrics are discovered to give you further insight more so than link clicks, impressions, and reach. Measuring the impact of marketing campaigns can also be done with traditional advertising sources such as billboards and radio exposure.
Campaign evaluation surveys provide brands and agencies with a 360-degree view of how marketing campaigns affect brand impact. Start measuring changes in brand awareness, perception, likelihood to purchase, and much more with our team.
Drive Research is a full-service market research company located in New York. Our team executes campaign evaluation surveys for a variety of marketing teams across the country.
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.
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- Message us on our website
- Email us at [email protected]
- Call us at 888-725-DATA
- Text us at 315-303-2040
A SUNY Cortland graduate, Emily has taken her passion for social and content marketing to Drive Research as the Marketing Manager. She has earned certificates for both Google Analytics and Google AdWords.
Learn more about Emily, here.