I stumbled on the following post on Facebook a couple weeks ago and HAD to share. Heather Vreeland is owner of Occasions Media Group. She shares my views on marketing and promotion. Visibility MATTERS. How visible are you? And, how many impressions are you making on potential clients? It may require 7 impressions before someone sends you an inquiry. Are you making multiple impressions in multiple places?
Oh dearest ROI, I have a story for you….
It seems these days everyone is desperate to quantify ROI from their advertising efforts. And if they can’t, they think whatever platform they are tried out simply doesn’t work. It’s a short sighted problem so many business owners who aren’t marketing experts shoot themselves in the foot with on a daily basis and so many media outlets are plagued with overcoming every single day. In today’s great example of “there are no guarantees in life so stop being desperate for them”….. not even Facebook can guarantee ROI.
A few days ago a Living Proof sponsored post ran across my Facebook feed about a new in-shower styling cream. Seemed interesting to me, so I clicked. A few days later, another Living Proof video ad showed up in my feed for volume spray and I watched the whole thing through, click to their website… but I did not buy anything.
Today, on my way home from a photoshoot I was driving past Ulta Beauty and made a last minute decision to go in and see if they sold Living Proof to buy some of that volume spray. Sure enough they do, so I bought $72 worth of Living Proof products….. all because of an ad I saw on Facebook ….YET poor facebook won’t get any of the credit. Ulta will… and yet Ulta didn’t do a dang thing in this transaction except for be open… but Ulta will get all of the credit.
Do you see where I am going with this?
This happens every single day in small businesses and small media outlets. An ad is run in a media and that impression, that incredible initial spark of interest the ad delivers, is credited to something else like my “word of mouth,” google, a billboard or worse, Instagram. It’s a damn shame. SHAME I tell you.
How do you overcome this? Stop tracking only transactions and start measuring value in REACH. When you buy an ad, you buy the # of people you can reach within a demographic…. NOT the final customer. So when you are choosing advertising options…. choose base on reach and ask yourself what type of awareness can this media outlet bring for my business. Not how much money can I make from this ad? #thatsnothowthisworks
If Living Proof were to measure the results of their facebook ad campaign solely on purchases on their website while their ad ran, they’d be completely misguided on the success of their ad campaign.
Having no prior experience in publishing, but always living by the mantra whatever the mind can conceive it can achieve, she channeled her resources and googled her way into the industry in 2008 and created a modest print and online editorial resource for planning events. Her gumption and love of life’s many celebrations has catapulted Occasions Media Group into one of the most respected multi-platform media companies. Currently she lives in St. Augustine with her husband and son.