Gone are the days when how much people enjoyed an event was the accepted single measure of success. ‘making an impact’ or ‘raising brand awareness’ are fine aspirations, but after the fact, did it actually have an impact? Did it actually change anything?
These days, everything is measurable. The web has made getting real data on the effectiveness of marketing spends, click by click, view by view seem normal, expected. And so this new norm is now driving a new approach to live business comms, one that encourages more effort is made to gain meaningful measurement of the success of what we communicate. Its totally possible to measure the success of a live communication, it just takes planning and consideration to build it in.
This approach, combined with time spent defining proper business objectives of the communication can deliver real, measurable, behavior-affecting results. Get this bit right and the rest should fall into place.
When we set up The Why, our intention was to ensure that every solution we put forward to a client would be more than simply clever or creative: it would be truly measurable. We didn’t just want to pay lip service to the idea of measurement: we wanted to do it properly.
So we follow a tried and tested step-by-step methodology that we developed to help us explore the motivations behind the communications need. With some honest appraising of what the business is actually trying to achieve, it’s usually possible to agree some realistic objectives against which to measure the success of the communication and the return on the resources invested in it.
And getting the measurement criteria right at the start gives us the parameters we need during the creative process to test and cross-check our solution before we propose it to a client. It also means that when we present that solution, we can also present the criteria we’ll use to measure the output.
For our clients, that means less time wasted on re-briefs – and more confidence that that piece of communication will do exactly what it needs to do.
To read more about our proven methodology, click here