Tracking Offline Marketing Campaigns With Kissmetrics
By Zach Bulygo
Forrester estimates that companies allocate about 30% of their marketing budget to online.
It’s trending upwards, gaining roughly 1% per year.
That’s means that offline marketing spend will continue to outspend online for the next couple decades.
So if you’re like most companies spending the bulk of your marketing budgets on offline marketing campaigns, you’ll need to know how effective your offline efforts are. (That is why you came to this blog post in the first place, after all).
Here’s how you can intelligently set up those offline campaigns and track their returns in Kissmetrics.
Forms of Offline Marketing
Let’s try to name all the offline channels you can throw marketing dollars at.
There’s direct mail, radio, coupons, television, guerilla marketing, business cards, conferences, speaking engagements, sponsorships, and more.
Even if you’re utilizing just one of these channels, you’ll still need to track it just as diligently as your online marketing campaigns. Qualitative feedback is great (“a lot of people said great things about us at the most recent conference we sponsored”) but you’ll also need to measure (“we received 5k visits and 580 signups coming directly from the conference”).
Let’s look at how Kissmetrics can help you in measuring the quantitative data.
From Offline to Online
So, how do we track a potential customer that heard about you from an offline channel and moves from the awareness stage to the interest stage?
Let’s say your company, a chocolate company, just sponsored a big food trade show in Dallas this past January. You’re trying to get more of your product in retail stores around the country. To get the attention of attendees, your company logo was all over, along with a custom site you made just for attendees. This site contains some background on your company, your sourcing, and information for retail buyers.
Your banners across the conference were all pointing to this URL, telling attendees they get a free consultation by going to the site and filling out the information form.
As long as you’ve kept the URL short and easy-to-remember, tracking this shouldn’t be a problem. People type your URL into the address bar, hit enter, and browse, contact you, inquire.
Tracking it is relatively straightforward. Just pull up a funnel report viewing direct visits to see how many of them signed up, contacted you, etc.
But let’s add a wrinkle that makes this a bit more tricky: let’s say you’re offering free box of chocolates if visitors enter a coupon code when submitting an inquiry to talk to one of your salespersons.
What we basically want to know is – of all the people that submit an inquiry with us, how many of them are applying the discount code? How effective is the free chocolate at generating inquiries?
In this case, the funnel is – Visited conference site > Filled out inquiry form (with or without discount code).
With Kissmetrics, you can track when people apply a discount code. Here’s how we’d set it up using Kissmetrics:
Anytime someone visits our site for conferences …read more
Source:: Kiss Metrics Blog