Performance marketing insights, discussions and expertise

Tracking Offline Campaigns to Online Conversions

By on August 13, 2012

marketing-data-overload

Print advertising. Trade shows and event sponsorships. TV ads. Radio spots. Billboards. Direct mail. Business cards. Giveaways. Brochures and one sheeters.

With the many initiatives marketers employ everyday, it’s often difficult to figure out exactly which campaigns are successfully influencing consumer actions. And, in a world where so much of our business is done online, it can be particularly difficult to see the impact of traditional offline marketing efforts in the mix.

You know your traditional marketing programs play an important role in online conversions, and you want to know which campaigns are driving that success. So how do you do it? And how do evaluate the results in the end?

Unique URLs
Unique URLs are pretty straight forward – they’re a specific URL tied to specific marketing efforts. The “unique” part of the URL can come either as a prefix to the standard URL (awesomepromo.yourcompany.com) or as a suffix (yourcompany.com/awesomepromo).

Promo Codes
Promo codes are short codes consumers use upon checkout when making online purchases or when otherwise completing the conversion cycle. These codes often grant consumers a certain percent off their purchase, free shipping, or another incentive to conduct business with a brand.

QR Codes
Quick Response (QR) codes are a type of matrix barcode which have become increasingly popular with marketers in the past few years. The square codes, often black and white, are scanned through apps on smartphones and other mobile devices before taking consumers to a specific URL on their mobile browser. When using QR codes, you’ll want to optimize the mobile site accordingly.

Putting Them to Use
Our marketing team has started exhibiting at industry trade shows. I brought up the issue of measuring “offline” effectiveness in a planning meeting. So we brainstormed ways to utilize the above methods to track the customer journey from show floor to webbrowser. Some of our favorite ideas were:

  • Place unique URLs on printed collateral pieces. While this may sound like the oldest trick in the book, we recognized the need to make these landing pages relevant to customers attending a conference. Video testimonials from clients at conferences was one strategy to gain interest from visitors. The URL itself would then incorporate the term “events” and be placed in a call to action that indicates the address will take them to a testimonial. (“Check out what other retailers have to say about Impact Radius by visiting…”)
  • Incorporate QR codes into the booth design and signage. Or even have t shirts printed with QR codes printed on the back for booth staff. While not everyone who walks by a booth is going to stop, most attendees will at least see the booth or staff. By placing QR codes in both places, we would give all attendees an easy way to interact with us without having to stop and talk. Keeping in mind this would direct to a mobile site, a live Twitter feed from the show accompanied by links to those same testimonial videos would be perfect.
  • Print promo codes on swag given away at the booth. These promo codes would provide customers who stop by our booth incentives such as discounts on services or free support hours. Even after the code has been redeemed, attendees still have a product promoting our brand.

The Results Are In
Once you’ve taken the time to integrate your traditional marketing efforts with your online business presence, the next step is consolidating the data you collect across every channel into a single repository for review. Traditional technologies send this data to disparate systems, requiring you to do the leg work of running reports, assembling spreadsheets, and completing comparative analysis.

With the Impact Radius suite of solutions, however, you can track all of this information and much more in a single place. To learn how you can track and manage your marketing efforts across all channels, both off and online, contact us.

1 thought on “Tracking Offline Campaigns to Online Conversions”

  1. Check out the follow up to this post here: http://www.impactradius.com/blog/insight/tracking-offline-to-online-update.html

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