Simple tricks for knowing exactly which campaigns are working
Rich opened this week’s Marketing Minute by pointing out Rick’s marketing and advertising budget worksheet, calling it one of his favorite tools. The worksheet sets up the bigger question Rich wanted to tackle: once you’ve built a marketing campaign, especially a targeted one, how do you actually know it worked? His answer is Key Performance Indicators, or KPIs, the measurable signals that tell you whether a campaign earned its budget.
Rich shared a handful of practical tricks he’s picked up over the years for building measurement into a campaign from the start: a dedicated 800 number lets you know instantly that a call came from that specific campaign, or a custom email address, like freedemo@yourdomain.com, works the same way for inquiries. Each is a simple, low-cost way to put a check-mark next to “this worked” without guesswork.
He also pointed to a few slightly bigger options: a dedicated landing page or standalone microsite built just for the campaign, a unique promo code, or a QR code that routes back to trackable analytics. Rich noted these are just a starting point, and members likely have their own creative ways to tag and measure results. The recommendation is clear: decide how you’ll measure success before the campaign launches, not after.
Today’s Marketing Minute is brought to you by Rich Cavallaro of Command Computing.
Image by Lukas Blazek.