RE: ROI from advertising?

Hi Ann,

We had a print ad for a specific set of products we wanted to
promote.  We created a specific web page for our print ad and
put that URL in the ad.  I just look at the server logs periodically
to see how many hits we get.

HTH ... 

>--- Original Message ---
>From: "Ann Ezzell" <amcbainezzell(at)alum.mit.edu>
>To: <hwg-business(at)hwg.org>
>Date: 1/4/01 2:30:11 PM
>

>
>Any suggestions for how to track how many site visitors found
a web
>site from a print or radio ad?
>
>Some background about the nature of our site:
>It is not an e-commerce site. Our company offers customized
training
>and engineering services. While we do have some products that
we sell,
>we do not sell them directly from our site, but provide them
as part
>of customized solutions. The purpose of the site is primarily
to
>inform people about our capabilities, and to encourage them
to contact
>us so that we can start establishing a relationship with them.
>
>For a while, we had a popup survey that asked how people heard
about
>our site. We averaged 22 responses a day  (our current average
visitor
>sessions per day = 264, and we only popped up the survey once
per
>cookie-enabled visitor, whether they answered or not). Then
we got
>complaints about the "unprofessional" nature of the popup survey
-
>from within our company, not from site visitors - so we switched
to an
>opt-in survey.
>
>Our response rate dropped drastically - fewer than 20 in a month.
This
>low response rate persisted even when we offered a drawing ($50
gift
>certificate to giftcertificates.com) and animated (single-loop)
the
>survey button.
>
>We would REALLY like to know how many site visitors come to
us as a
>result of seeing a print ad.
>
>We have thought about:
>
>1. Using a unique URL in the print ads (eg, www.ourcompany.com/info/),
>and having that page simply redirect to the home page - but
as part of
>the redirection, we could log an "ad hit".
>
>2. Using a modified domain name for the ad URLs (eg,
>info.ourcompany.com/).
>
>3.  Using a specific URL for each type of ad (eg,
>www.ourcompany.com/powerplants/, www.ourcompany.com/reliability/),
and
>having an ad-related page with links to information we think
that
>people responding to that ad might find useful.
>
>Any suggestions will be appreciated.
>
>Thanks!
>
>
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