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GUEST COMMENTARY: Marketing Metrics That Matter, Part Two – Advertising & Public Relations

In our last article, we talked about what marketing metrics are and why they are important. This time we are focusing on advertising and public relations (PR) – the first of our top five marketing metrics.

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Tom Marx speaks to the heart of effective business growth management - from the viewpoint of expert strategic marketing. As Chief Strategist and Head of Client Services for The Marx Group, his knowledge of business-to-business and consumer marketing and advertising spans more than 25 years. Tom brings a depth of marketing expertise from many industries, including automotive and heavy-duty parts and services, motorsports, computer hardware and software, telecommunications, broadcast, real estate, financial services, and resort property management. His background includes owning a Porsche service center, driving race cars and personally building competitive engines and building chassis. He is also an active participant in many organizations, including: AAIA Marketing & Member Relations Committee, Automotive Communications Council (ACC), Automotive Aftermarket Industry Association (AAIA), Specialty Equipment Market Association (SEMA), Performance Warehouse Association (PWA), Automotive Warehouse Distributors Association (AWDA), Automotive Parts Rebuilders Association (APRA), Heavy Duty Manufacturers Association (HDMA), Motor and Equipment Manufacturers Association (MEMA) and Automotive Aftermarket Suppliers Association (AASA).

This week, we are pleased to share part two of a new five-part series
from The Marx Group on marketing metrics. (To read part one, click here.) The series will continue every Friday.

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In
our last article, we talked about what marketing metrics are and why
they are important. This time we are focusing on advertising and public
relations (PR) – the first of our top five marketing metrics.
 
We
all know that advertising and public relations must be part of an
integrated marketing program. However, many of us are reluctant to do
either one because we may not be comfortable with them or we previously
had a hard time measuring their effectiveness. Some people say that you
can’t measure effectiveness or ROI on advertising. That is FALSE! You
can measure it if you define what you want to measure and build your ad
accordingly.
 
To measure advertising, you need to implement a call
to action and a way measure the conversion. (What’s a conversion?
Basically, a conversion is when you get your audience to complete the
call to action.) An example of this would be to ask the reader to scan a
QR code or visit a special landing page on your website. Both of these
methods work great for print advertising and both of these can be
measured.
 
When digital advertising is discussed, we often hear,
“It’s all about impressions.” That is FALSE! You can have a million
impressions but if you aren’t getting the conversion rates you need, it
doesn’t really matter. Digital advertising is about measuring
click-through to determine the effectiveness.
 
Public relations
(PR) is another area that is often neglected due to lack of
understanding and historically not being able to easily measure the
effectiveness of a public relations program. Quite often, people say,
“There is no value in a public relations program.” That is FALSE! There
is great value in doing public relations once you define your
expectations.
 
With a public relations program, you need to set
your expectations and then measure the number of times your program gets
picked up by the media, or, measure your conversions. Other items that
can be measured include asking how your customers heard about your
company or a new product and having information in a press release that
asks the reader to go a dedicated landing page on your website. An
effective public relations program will drive brand awareness and
create credibility.
 
We hope that this article has provided you
with ideas that you will be able to apply in your marketing program.
Keep an eye out for our next article in which we will talk about Web
traffic and conversion, which is the second of our top five marketing
metrics.
 
 
About The Marx Group
The Marx Group
(TMG) is a full-service business strategy and marketing communications
agency offering a diverse range of marketing services, including
research, business development strategies, lead generation programs,
customer retention processes, advertising, website design, public
relations, collateral, online marketing, research, trade show programs
and interactive campaigns.
 
TMG began as an advertising and
marketing agency in Southern California in 1984. Now based in San
Rafael, the company has creative and account teams in New York, Chicago,
Detroit, Houston, Kansas City, Los Angeles, and Knoxville, Tenn. TMG
team members, each with a strong, proven track record, include
strategists, account managers, public relations and media specialists,
and an award-winning creative group for both print and online programs.
 

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