By Clare Macleod
We recently read an article by Marketing week on “is brand engagement a meaningless metric” that said that “four out of five marketers use ‘engagement’ as a metric to prove return on investment” but that the term brand engagement itself was a misunderstood term across the industry so in this blog we talk about how running a marketing campaign on a promotional bus can be measured to make the term engagement have meaning with data.
Creating a hashtag for your campaign is one indicator that can show the amount of people interacting with your brand during its roadshow campaign. We have seen some brands create competitions, polls & questions, prizes for feedback in a bid to get everyone on board engaging with the brand online.
If your brand is doing a product awareness campaign for a brand new product for the market then data can be measured by giving customers a special discount that can track the amount of sales derived as a result of the promotional bus campaign.
Collecting reviews from these type of activities is also a lot easier when you are face to face with your customers, not only do these reviews tell you what you audience are thinking, you can track the interaction from your campaign and we all know people look to reviews before purchasing so this also supports the wider sales process that is trying to get every customer to the next step of the customer buying journey.
When using printed material it can be a little more difficult to track how effective it is. However, there are ways that can help you get data from your printed marketing investments.
Giving your printed material a QR code that sends customers to a specific URL allows you to track and measure how many people followed the link. You can then work out a percentage of people that got onto the next part of the sales funnel from how many leaflets you gave out during the roadshow campaign.
Here at Commbus we never underestimate the important of using data to measure the success of a campaign so if you want a branded bus to support your marketing campaign and help and ideas to integrate that into your bigger sales funnel then contact us today and we will be more than happy to help. 01675 463555 or firstname.lastname@example.org
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