public relations

Measurement matters

Quick one today.

Just finished a great two day forum with the Asia Business Forum that focused on media relations and the use of Public Relations to drive sales - among many other things.

Met some fantastic people and the speakers were as entertaining as they were informative for the most part. Word of mouth marketing, ROI and the best way to launch and sustain a company’s presence in the market were among the other topics covered.

I may share some excerpts of the presentations we did at the event as well at a later date. I presented pieces on ‘Creating a Media Event‘ and ‘PR’s Powerful New Role in Driving Sales.’

Or you can email me now and have a conversation about them today.

The take away from the sessions however reminded me of an often forgotten question - how do you measure success? And more importantly - is it the way you want it to be measured?

For instance - is it worth spending RM200,000 on a billboard where you can’t really measure the results - or would that money be better spent in direct consumer related activity?

Is that advertisement really in the right place?

Is circulation more important than demographics?

Or perhaps is the advertisement event necessary at this point of your marketing campaign?

It’s easy to ’say’ that the spending is reaching the right audience - but can you demonstrate that value in terms of how its helping your sales?

For example, how many pairs of sneakers did that billboard - one of many! - actually secure?

What questions are you asking your advertising and/or public relations agencies, consultants and internal experts?

© 2009 Journeys Through The Line.