Start with the campaign goal and a description of your target customers. The measurement method should match the advertising objective. A station’s audience profile can help you compare its listeners with the customers the campaign is intended to reach.
Track the selected metrics before the advertising begins. Comparing them with the figures during the campaign will show the recorded change. Establishing a causal link between that change and the advertising requires a more complex approach.
Match the metrics to the campaign goal
Record the goal and primary target audience in the brief. Then decide which metrics fit that goal.
If the objective is to generate enquiries and the store has the relevant data, you can track the number of enquiries. If the objective is sales in a particular category and those data are available, track sales metrics for that category.
Compare the station’s profile with the target audience
A station’s profile shows what share of its total listening is made up of the target audience. Ask the station for this data and compare it with the customer description in the brief.
Check whether it is clear which store the ad is for
One criterion for evaluating a radio ad is whether the advertiser can be identified. Check whether the message makes it clear which store is being advertised.
As a guide to keeping the message simple, you can use recommendations for digital audio advertising: focus on one or two key points. This is guidance for the digital audio format.
Record a baseline for the metrics
Track the selected metrics during the weeks before the advertising activity. This will provide a baseline for comparison with the data during the campaign.
Some sales happen without marketing influence; this is natural demand. Therefore, an increase in sales during radio advertising does not let you attribute the entire change to it. Comparing metrics before and after a campaign does not, by itself, establish a causal link.
Find out how the customer heard about the promotion
In Torgsoft, the customer survey system lets you find out how a customer heard about a promotion. Surveys require activation in the “Settings” tab. The feature is described in the article about the customer survey system in Torgsoft.
The customer’s answer describes the information source they named. By itself, it does not prove that radio advertising caused sales.
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