Communication Channels Case Study
We all want our marketing efforts to work, but most businesses don’t have an accurate gauge if things are working or they are just dumping money down the drain. We want to help clear up that confusion, because success for you means success for us. The platforms we utilize take time and money put into them that we can’t get back. One of the first things we like to do is find a way to measure the success of your current advertising efforts. How do we do this? We make them compete to see which channel brings in more customers.
The Setup
This particular case study was done in August of 2019. The client wanted to try a direct mail campaign into a neighborhood that has been hard to get customers from. They are a casino so we used a $20 free play coupon. The 4 different communications channels being tested were their email newsletter, Facebook organic (free post) post, Facebook Ad, and the direct mailer. The target audience was a segment of Dayton, NV of adults ages 21 and up. Our hypothesis was that digital methods were cheaper and would be more effective than the $1,400 direct mailer.
How We Tracked Results
Each different advertising channel had a different design. Then when they were turned into the client it was easy to count up the coupons that were actually redeemed.
The Results
Digital kicked the direct mailer’s butt! 74% of people turned in their coupons through a digital source. Their digital newsletter leads the way with the majority from the digital. So while we were happy to try a new platform to test out it’s effectiveness, this study confirmed we were already using stronger, and much cheaper communications channels to reach people.
