How Do You Quantify Your Branding Efforts?

A lot of business owners and sales and marketing staff do not know how to quantify their advertising efforts. Most evaluate their marketing spend in terms of total cost.  However, the cost of a campaign is virtually irrelevent.  What they should be considering is cost per thousand impressions or CPM.

What is an impression? An impression is how many people see or hear your ad. This is how you can quantify branding.  Determine how many people will see or hear your ad, divide that by 1,000 and divide that by the total cost. This is what will give you your total cost per impression which is the information you need when deciding between one medium and another.

For instance, we publish five real estate magazines. Most prospects come to us , and the first questoin they ask is how much is a page?  Then they might say well it is only this much for a page in this other magazine, why the difference?  Well, the difference is b/c we create many thousands more impressions. The reason for the difference is we print more magazines than our competitors and distribute them in more locations.  As well as generate thousands of impression online with our home search website www.realestatebook.com.  Thus, creating many thousands more impressoins.

The same principle applies for all types of advertising. Some campaigns may be more focused on lead generation, some may be focused stricly on branding or awareness campaigns. Either way, your first question when considering a media buy is what is my Cost Per Thousand Impressions or CPM.

One of our areas of specialty here at Spectrum Marketing Group is search engine marketing.  One of the great aspects of search engine marketing or keyword advertising is our clients budgets directly correspond with the amount of traffic they get to their website. In the process of driving traffic our clients create thousands and thousands of impressions of people who are directly looking for their products and or services. The beauty of it is they do not pay pay for those impressions, only the click thrus to their website.

So we have a new special! When you do a keyword campaign with us, you pay for the clicks and the imprssions are free!

Spectrum Marketing Group is marketing firm located in New Bedford, MA. Specializing in search engine marketing and keyword advertising.