As part of our company philosophy, we are driven to produce results that deliver significant return on investment (ROI) for our clients. We love to cheer and celebrate when we hear that a client sold 4,000 units after a TV appearance, equating to $125,000 in product sold. We get excited when we hear that a feature led to a huge spike in web traffic and online sales. We are thrilled when a client’s phone is ringing off the hook with calls from retailers hoping to carry their brand, only minutes after a segment airs. And of course, we’re overjoyed when we know a client’s brand is making a positive impact on the lives of its consumers.
After a piece of press coverage runs, we like to quantify its impact. Here are a few of the questions we like to ask as we measure the ROI of our public relations efforts:
- Was there a spike in web traffic and when?
- How many unique new visitors did the website receive?
- What was the conversion rate from visitors to online sales?
- How many calls did the client receive from consumers, other media and companies looking to collaborate?
Looking at all these pieces of the puzzle helps us refine our PR tactics so we are reaching the right audience that will resonate with each client’s brand and return the greatest results.