Do you know if your brand marketing campaign is giving you a positive return on investment? Calculating ROI in brand promotion can be challenging for organizations of all sizes — but especially for start-ups, says Erin Jacobs, director of marketing at VerticalResponse. However, she adds, there are a few tips you can use to measure the effectiveness of your first brand marketing campaigns. Those early efforts typically include company business cards, premium items with printed logos, PR, and all forms of advertising. “First, establish some level of benchmark before you spend money and before your campaign hits the airwaves, publications, or market,” says Jacobs. “For example, measure the average number of hits on your website by setting up GoogleAnalytics tracking (a free Google tool). Next, count the average number of people that fill out your ‘contact us’ form on your website on a daily, weekly or monthly basis. By looking at those data as well as weekly and monthly revenue trends, says Jacobs, you have three points to measure before and after you launch a brand campaign. “My last suggestion would be to make sure you include some sort of direct response method into your brand campaigns,” she adds. “Printing shirts and company giveaways? Include a URL with a special offer. Running an ad in the local paper? Use a simple URL that is easy to remember. Finally, integrate all of your campaigns with e-mail and social media tactics to help increase the overall awareness of your message.”

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Posted April 14th, 2009 under Intellectual Property Marketing

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