Outsourcing

Has your PR monitoring and evaluation resource halved? Struggling to keep up?

Using temps to catch up can be replaced by our skilled and experienced team who only cost when they are working on your account. We are responsible for benefits, office space, costs for computers and communications and the rates we charge may well be less than using an employee to handle your monitoring and evaluation work in-house. We have a flexible package which keeps you up to speed.

True business intelligence

Winners are people who create the most value for both the customer and the business over time. And sometimes getting started is the biggest hurdle.
You may just want to get something going on the cheap to show the value of your effort but don't forget you get what you measure. If you focus exclusively on quantity you will be guaranteed to compromise on quality. So make sure you work with experts (outside your organisation if you don't have them within) to get the right advice to start out with.

Return on Investment or Rate of Return

The latest acronym on everyone's lips is ROI. In accounting terms, it is the ratio of money gained or lost on an investment relative to the amount invested - the rate of return. So if you had a campaign with a PR budget of £200,000 and you gained a PR equivalent value of £500,000 the ratio of return on spend would be 2.5:1 or two and a half times more than the spend.

But to some, return on investment means the reach and frequency they achieve (e.g. on television); to others it is the number of impressions of display ads that are delivered; to others it means the number of clicks through to a website, unique visitors per month, time spent on-site, or even number of fans on their Facebook page.

However you choose to define it use some sort of process or system for analysing data, generating recommendations and most important executing improvements, learning and starting the process all over again. This improves the ROI of efforts and ends up paying for itself and much, much more.

What measurements are vital?

Make metrics work for you by focusing on relevance, not all metrics will be equally relevant. Don't try and measure everything - just because you can doesn't mean you should. For example, global monthly unique user figures could be far less useful than knowing the daily number of unique users which can be used for direct comparisons with other media.

Establish what KPI's (agreed key performance indicators -usually no more than 8-10 which reflect the organisation's goals, are key to its success and are measurable) are important to you and your client and review them regularly.

Optimise your overall spend

By analysing what return on spend you achieve for the various channels you use you can determine what has worked and what hasn't or is poor value for money.

By comparing reach metrics you can, at a very basic level, weigh each channel against another which helps with cross-planning. You can maximise message coverage and do some benchmarking to establish what is working best.

Efficiency metrics compare the cost effectiveness of different channels. They can quantify sentiment and influence and track trends over time. None of these measures cost a lot and the benefits of making good recommendations based on accurate and sound intelligence will ensure your client keeps coming back for more.

For more information on Media Proof services or to discuss what help you need please contact us at info@mediaproof.com