Our CEO Roger Halligan shares his insights on the industry with you. The log will be updated on a monthly basis. Enjoy and please send us feedback at info@h-a-intl.com.

Measuring PR ROI - Does It Feel Right?

Despite the recent plethora of seminars, webcasts and articles dealing with the "science and metrics" of measuring PR ROI, I believe it still largely boils down to the subjective evaluation of "Does it feel like I received value for my money"?

My team and I have sat through several of these ROI Measurement seminars and read our share of articles on the subject.  I have even presented seminars on this topic as we have long used many of these metrics with our clients, such as number of clips generated, ad equivalency values, audience reached, CPM, etc.  However, once all is said and done, it is still difficult to prove an editorial article or broadcast mention alone was the sole reason someone inquired about or purchased a product.

Most product managers are convinced a purchasing decision usually takes place as a result of a number of influencial factors working together - sales calls, ads, direct mail, word of mouth, PR and so on.  Regardless of that thinking, we have several examples of where a PR article or broadcast mention alone resulted in significant sales increases.  Look what happens to the sales of a book right after Oprah recommends it on her TV show!

The marketing managers and CEOs normally agree with these examples of PR driven sales but the local sales rep who has been working his territory for years might challenge that conclusion.  However, what they all agree on is that the PR effort is valuable, helped generate sales and "feels right".

Goal-setting is also important for the agency to be able to exceed the client's expectations.  For example, from the beginning of the program, if the team working together makes it clear that television coverage and trade publication hits are the primary goals, those should be top of mind and the team should be working towards maximizing that task.  If at the end of the program, these goals have not been met, that is where an evaluation as to why the goals have not been acheived revisit why the focus was changed mid-program.  Many marketing communications programs start off with measurable goals in place but often times, priorities and objectives are shifted making it hard to measure ROI at the end of the program.

So go ahead and keep doing your ROI metrics because we do need to keep track of the program results.  However, let's not fool ourselves because after all the "metrics" have been done and the scientific measurements are in, it still comes down to the client "feeling" he got value for his investment.  I know our clients use that as their final measurement.

May 2006

Maximize Exposure and Minimize Costs at Your Next Trade Show
Should we really attend that trade show this year?

This is question that is being asked in several marketing departments of corporations across the country. With the advent of email and more “convenient” modes of marketing, is it really important to make those trips to the shows year after year.

Simply put...Yes! I would argue the dollars are well spent if you are targeted in your approach and send the right people.

When it comes to trade shows, there really are several very simple ways to attract your target audiences' attention and get them to your booth. And best of all, most of these opportunities are free of charge and included in those massive Exhibitor Manuals that you haven't taken the time to read…yet…

Most show management companies offer a variety of traffic-building programs and services that are free of charge and really do drive people to your booth. However, it never ceases to amaze me how many exhibitors don't take advantage of these outstanding marketing tools. Here are some simple steps to booth and ROI bliss:

VIP Passes Don't Stand For Very Iffy Proposition - Those free VIP passes really work! You should be sending them to all of your current customers and prospects at least once a few weeks before the show. It's free, it's effective and it works! Why wouldn't you take advantage of it?

Pre-Show Publicity/Promotion - Since the vast majority of attendees visit a trade show to see new products, wouldn't it make sense to promote your new products as frequently as possible? Some shows publish pre-show New Product Guides and many trade magazines also publish Show Previews. Be sure to take advantage of all these opportunities because they are the sources many buyers use before coming to the show.

Media Meetings/Press Conferences - If you have an interesting new product, technology or corporate news, be sure to contact the key media and editors and try to arrange a meeting at your booth. Editors are always interested in hot new products, but you need to contact them weeks in advance as their schedules at the show fill up very quickly. This is your opportunity for pre and post show coverage! If your new product or technology is truly a unique industry breakthrough, you may want to schedule a Press Conference at the show. Based on availability, show management makes the Press Conference Room available free of charge, but you should only schedule a press conference if your news is truly exciting to several editors. These editors are very busy and if it isn't of great news value, they won't come. There's nothing more embarrassing than being the only person at a press conference.

I will share more insight on making trade shows worth your time and money next month but keep in mind this valuable nugget. Where else can you go to meet top buyers and industry movers and shakers in a span of 3-4 days? Face to face contact is more influential now than ever before in our techy society. It may mean the difference between you and your competitor. Goodbye for now.

Auf Wiedersehen,
Roger


© H+A International, Inc. 2006