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Nice explanation by Mr. Adeel
Its very difficult to measure the ROI for any ATL marketing, having said that you could probably use this for Brand awarness & measure the performance of your brand happening only thru the ATL. By conducting specific surveys for that metrics. You could also use different communication methods for your incoming inquiries by having a common number / email / web page for all the ATI. Then measure the ROI.
ROI is the scientific way to decide whether to spend or not but return cannot be measured in money terms always at least at first level of calculations. Especially we need to have concrete plan and measurement of returns for every marketing spending.
We should have clear record of tracking each activity like, it is only for our ATL even we can calculate the same for competitors also.
a) Before the activity
b) While activity is going on
c) After activity is over
Because every AD we do is not only meant for sales promotion some ADs are meant for Brand recall also. So it is not possible to decide success of AD be mere sales figures.
For example:
For Print ADs, We need to see how much walkins were generated in response to our AD.
For TV ADs, we need to see how many times the brand recall increased at shopfloor level before AD and after AD.
For Web Marketing, you have clear track to measure how many visits were increased and what are all products were searched more along with their demographic details.
So along with marketing proposal we should also have projected measurement figures need to be furnished for each individual marketing channel (Print/TV/Web). So that we can expect strong brand recall in market.
Above-the-line activity in marketing refers to marketing practices making use of the mass media where, given a firm’s use of an advertising agency, the agency would make a commission on advertisements which are placed in media including television, newspapers, billboards, radio, magazines, and cinema, and where the commission charged by the advertising agency typically appears ‘above-the-line’ on the ad agency’s bill to the firm.
Thus, Marketing comprised of activity that, traditionally, entails commission charges by advertising agencies which, mainly, comprises mass media advertising is said to be Above the line marketing.
Return on Investment is the earnings expected from the investment over the whole life of the Investment either on expenditure of capital nature or on investment on specific assets.
In case of ATL activities, the returns are capable of assessing on the basis of relative comparisons on achievements covering two periods say, Pre-launch and after, or comparing two periods. As Mr. Mohd. Adeel pointed out predictions are quite difficult except for a guess work. The task is ours added with the creativity of the advertising agent and the media chosen but many factors are extraneous not within our control and subject many philosophical aspects like human psychology, behavior, human approach, social economic factors etc.
It’s very hard to determine the real impact of ATL actions. But, in my point of view the best manner would be to combine ATL with BTL actions (TTL). Orienting the prospect on contact points during ATL actions ( web site, QR code, SMS, short links…etc). Well, you will not know the exact impact of your ATL actions but you will capt the most interested prospects and orient them in the consumer itinerary throw BTL tools where your R.O.I would be more measurable. The digital is the cheapest and more effective tool at our disposal to succeed in measuring the R.O.I.
Consumers surveys can be useful but you will only be able to measure the “pre and post-impact” while the R.O.I is not only a metrical tool but also a corrective approach to invest in the most successful campaign and orient your marketing actions according to your audience and what push it to action. You can also make survery during the opperation but in short periode of promotionn, it will be useless.
QR codes, short links, Sms code, promotional coupons and cods will help you to determine which campaign is generating leads and know from where they are coming.
Concerning TV, radio and Street ads (billboards) without a contact point you will only have theoretical estimation based on street attendance (street ads), population estimated reached ( TV, Radio).
There is also a new technology “ TV tracking” more effective on the “internet TV” users, where you can track the lead from the moment he watches the ads till he arrives on the landing page and so on. In this context the R.O.I would be totally measurable.
This is applicable in countries or markets where a large part of the population is internet user and consumer. In other countries, for example, the SMS is a very powerful tool and internet is useless. So there is also a cultural and a technical approach to you question.
Can you give more information about your contry and the market you are aiming?
PS: Not English native, so I wish my answer is understandable.
