Understanding the result of offline campaigns.

Offline media that are available for media planners to use and include in their plan are still very powerful and comparable to digital variants.

A specific problem with offline channels is understanding the impact of such advertising. One needs to ensure that procedures are put in place such that one is able to measure the success of such campaigns.

These are some of the indications of a successful offline campaign:

• Increased sales (direct / indirect)
• A change in volume in enquires (phone, direct) to partners/resellers / direct
• Increased website traffic, branded searches, or product organic searches
• Better brand awareness as measured through surveys
• More leads, or better-qualified leads
• An increase in conversion rate (people are more familiar with the brand)