Results Tracking 101 - The power of tracking your advertising.
How Results Tracking helps a Chiropractic Office in Lancaster California increase the results from their advertising…
Small business faces the challenge of not having the resources of a large marketing department to test and continually track their efforts. Most advertisers can’t tell if one ad works better than another let alone if a particular media is returning a decent return of investment. We’re going to look at how a very highly regarded Chiropractic Clinic in Lancaster, California uses Results Tracking to maximize the results of their advertising and lower their overall advertising costs.
Background: AV Spinal Care chooses to try cable television advertising to promote a special treatment that they offer utilizing a piece of equipment called a DRX9000. They choose to rotate 2 different commercials throughout the schedule. One commercial featured a male personality, the other a female. In order to test the effectiveness of the media they place ResultsTracking telephone numbers on the commercials. The ResultsTracking numbers are directly forwarded to the clinics office. In addition, they chose to further test the campaign by having a separate number for each of the commercials.
The results:
The most obvious result (by viewing the graph on the left) was that the commercials were not providing a great return. However the more interesting result was that one of the commercials generated three times the result of the other commercial.
Conclusions:
- The creative content of the ad you run makes a huge difference in the return on investment.
- By testing your creative, you can select the ads that work better.
- By cutting the weaker ads and spending more money on the stronger ads you can radically increase the profit of a campaign.
While it would be unfair to suggest that Cable TV is not a good media, it would be very fair to suggest that the creative used was not very powerful.