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Kathleen Brush, chief marketing officer of WebTrends, webtrends.com, has been the senior marketing executive at several enterprise software companies including WatchGuard Technologies, Stamps.com and Websense.

Brush has a Ph.D. in Management and International Studies and is a published author on business and marketing strategy.

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Want a 1,200% ROI Improvement? Read on …

Written on
April 25th 2008
Author
by Kathleen Brush  |
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If all metrics are off, it’s time for an evaluation of the visitors: location, title, industry, demographics and company size. This will answer the question about whether or not you are reaching the targeted markets and buyers. If you are reaching the audience you intended, have you ill-defined them? This will be the topic of a future article.

October. Phase 2 begins. Article 2 is published, with the same integrated campaign elements as above. Additionally, the author presents Article 2 at an industry conference. A press release is issued the day of the conference announcing the presentation and offering a link to the landing page for Article 2. Public relations outreach results in an interview with a leading industry publication.

The 30-day metrics are similar to those identified above, with the following additions and modifications:

(1) Requests for information at the conference: 25
(2) Links from conference web site page to landing page: 1,000
(3) Press release news placements: 25
(4) Page views of author interview: 3,000
(5) Article and webcast download increase: 20%
(6) Paid search conversions are valued at $2; ROAS stays at zero
(7) Organic search results increase: 100%
(8) Requests for information increase: 1,000% to 500

In the second phase of this integrated campaign, there are nine or more possible unique touch points. The total number, again, could be twice as high or higher because of the numerous ways a visitor can be directed to the landing page and the dual ways information is served.

November. Phase 3 begins. Article 3 is published, with the same integrated campaign elements as Article 2. The 30-day metrics are again similar, with the following projected increases expected because the compound effect of the sustained delivery of touch points is in full gear.

(1) Requests for information at the conference: 50
(2) Links from conference web site page to landing page: 1,000
(3) Press release news placements: 25
(4) Page views of author interview: 5,000
(5) Article and webcast download increase: 35%
(6) Paid search conversions are valued at 50 cents; ROAS stays at zero
(7) Organic search results increase: an additional 100%
(8) Requests for information increase: 30x to 15,000

If all metrics are fulfilled, this campaign will meet, and slightly exceed, all of its objectives. The campaign stayed within its $25,000 budget, which included $15,000 for paid search, $2,500 for list purchases, $2,500 author travel to events, $1,500 for press release distribution and $3,500 for permissions to reprint articles.

What’s more, the campaign has delivered upon its promise of an exceptional 1,200% ROAS. Brand awareness has been measurably improved, as witnessed by a reduction in the sales cycle by five days, and anecdotal reports from sales reps that prospects appear to be more familiar with the company’s brand as a leading authority in your industry.



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Reader Comments.

Good article - but kathleen, you need a better picture taken!

Posted by Anonymous | 2:50 pm on April 25, 2008.

This article was an excellent plan and not the “advertoirial” I was expecting; it actually follows it’s own plan!

I am looking forward to the following phases, Webtrends deserves to “turn the corner” and if you follow your own advice I have high expectations.

Good luck Kathleen, with your experience you should nail it!

Posted by -FAN | 5:38 pm on April 25, 2008.

Where do I sign up for a “Kathleen Brush” feed?

Posted by Chris | 9:04 am on April 29, 2008.

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