Quote:
Originally Posted by Alan A
It’s targeted for sure, but why print?
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Good question and I don't have a good answer right now. It's more gut. Which is odd since in a past life that's all I did, measure ROI with print and online media and then custom tailor a media buy based on a lead qualification. If I were a little more business savvy I'd have a 918 by now. We can track print with QR codes and maybe custom mini-URLs for any given call to action in print, whatever that may be. Online is easier, I would tag each piece of media with source, message, discipline (Cerakote, anodizing, etc.) and a few other things so that when someone clicked they'd go to a dynamically generated custom landing page against that piece of media. The landing page would ask them to do something and that I would track. So you could, over time, say anodizing on Pelican is outproducing Cerakote in Excellence. And so on. I know justifying print can be a challenge but I also wonder how many people actually click on a banner. Something to think about. When I was doing custom media, access to white papers made networking managers click on email newsletter links and banners. Not sure if what I do can even be seen in a banner but again, something to think about. I do think advertising in ESSES magazine is a no-brainer. Who I REALLY want to reach are Ferrari restoration shops.