MEDIA MONITORING

Media agencies are known for their ‘spray-and-pray approach’; the philosophy that ‘50% of advertising works; we’re just not sure which 50%.’ But 34007’s online reporting helps you to determine which media are generating the best returns for your adspend: radio, TV, print, web, billboard, roadside, branded vehicles, in-store promos or even packaging.

Here’s how:

The best way to see if your ads are working is to measure consumers’ responses to them, right? KeyWord activations are the perfect measure.

Let’s say you have two ads, a red one and a blue one, and you want to know which one consumers prefer. Simply place them in different editions of the same magazine and monitor the dates of the activations in your KeyWord Report File to see how consumers respond.

Or, to make the test really relevant, place the ads in the same edition of a magazine with one 34007 KeyWord on the red and one on the blue. By the same process of monitoring the KeyWord activations in the Report File, you’ll easily see which ad is more effective.

Building on this principle, you can also monitor different media. Are your flyers generating more responses than your magazine ads? Which publication provides the most leads? Are radio or TV slots working for you, or are billboards more effective?

34007 will show you which forms of media aren’t bringing home the bacon for your brand.

Click to read the exclusive article 34007 wrote for www.bizcommunity.com, on this very topic.

REPORT FILE DATABASE

The Report File Database benefit is a biggie because 34007 stores each KeyWord activation, recording the consumer’s cellphone number and the date and time of the activation, in a password-protected database for your exclusive use. For you, this translates into a private message centre able to capture consumers’ interest 24/7.

You can also use this database to inform interested parties about special offers, sales, new product launches, etc. After all, they approached you. There’s no spamming whatsoever. Secondly, the database can function as a management tool, to check the quality of the follow-up phone call or the satisfaction level of the customer.