IMPACT Annv Spl: Measuring a print campaign’s success
Success of any campaign is measured by assessing whether the campaign has achieved its predetermined objective, writes Varghese Chandy, Malayala Manorama.
Look around - the icons of print campaign successes are all over. Most of the successful brands in India and around the world have been created by print: be it Horlicks, Surf, Ford, Coke or even responsible governments or a responsive society.
Are there different yardsticks for measuring print success? Success of any campaign is measured by assessing whether the campaign has achieved its predetermined objective. Therefore, to start with, to measure success, there has to be a predetermined objective for the campaign.
IMPACT is celebrating its 7th anniversary. And I have to list seven ways to measure a print campaign’s success. So here goes:
Measuring the increased footfalls/ telephone calls/ text messages following a print campaign is the easiest way to gauge success of a print campaign.
It could be anything from the advertisement for an end-of-season sale, launch of a new shop, to an interesting promotional offer.
Measuring the response to coupons printed in the ad, or the sub-domains like any URLs, QR codes, social networks, etc., related to the advertisement.
Measuring the impact of social campaigns. For example, the ‘Save Electricity’ campaign that we initiated in Malayala Manorama resulted in the saving of 270 million units of electricity in Kerala. Also, campaigns inviting donations for rebuilding houses/colonies destroyed due to natural calamities can easily be measured by the amount of donations as well as rebuilding of the affected colonies. Malayala Manorama rebuilt the entire earthquake-affected villages of Banegaon and Latur and a tsunami affected village in Kerala.
Sales statistics pre- and post- campaign can easily be compared to measure the success of a print campaign.
Market research can be commissioned, especially in the case of a large multi-media campaign to measure the effectiveness of the campaign and the role of each media. Even for a ‘branding’ campaign, the same route can be followed.
Direct response campaigns including classified advertising, can easily be measured. For instance, matrimonials, sale of second-hand cars, property, etc. Almost on the same day of the advertising, deals are signed.
Primary sampling (direct to readers) and secondary sampling achieved (generated through recommendation). For example, Parachute Advansed Ayurveda Hair Oil was sampled through Vanitha, and a self-addressed business reply envelope was provided for readers to recommend the product to their friends and family. Primary sampling can be measured by looking at the number of copies sold, and secondary sampling through the number of referral coupons coming in, and hence, both can be measured separately.
(Varghese Chandy, General Manager, Malayala Manorama.)
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