Measurement, evaluation and a few words in Greek
Increasingly we’re finding ourselves working with people bringing new products or services to the market – which means we meet our clients at a peculiar crossroad.
When a business finishes the product development process, it stops asking the “will it work?” question about the product, and starts asking the same question about PR and marketing. The burden of proof is on us to convert the PR skeptic to a believer –just as we are going up the learning curve about our business, they are going up the learning curve about ours.
This process is coupled with the “buyer-seller dance” where the potential client dangles the carrot, and the expectation is that we produce a creative response to this brief.
This is where things get interesting. The room usually divides into those that delight in the creative (or build on it) and those that analyse its workings and potential delivery. It’s a neat polarization of the arts or science viewpoint – an either / or split, or, as the Greeks would say it, a dichotomous view.
So let me put another nail in the Greek coffin, and set the record straight: we benchmark and evaluate our work, and we strive to ensure our measurement is concrete and relevant to your business objectives.
Our metrics include message density penetration compared to benchmarks, and perceptions audit before and after a campaign. We also measure subscriptions, requests for material, information or sales leads that can be tracked back to PR activity. For our web or social media campaigns we set up unique landing pages, measure visitor figures, hit / bounce rate, traffic arriving via unique landing pages, downloads and page viewings, and re-tweets or comments on blog postings.
So back to skepticism: rational skepticism about the creative in marketing puts you in good company. If you’re in any doubt about this, view Steve Jobs talking clarity and simplicity in brand marketing: http://www.youtube.com/watch?v=vmG9jzCHtSQ