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You're receiving great advice and info, but here is my 2 cents on banners. The Crocker added a banner program about a year and a half ago -- we have approx 35 poles throughout the downtown area and another 10 in a local suburb. I received a lot of positive feedback from current members right away, so at least I knew it was helping to reinforce other marketing initiatives. In terms of weighing options, the cost per impression of banners is quite phenomenal -- once you've installed the hardware, updating the banners every 3-4 months is manageable. We've even made some banners permanent collection so that they don't change until they're worn out. I'd be happy to share specifics on budget and other cost effective tips -- just give me a call.
~ LeAnne
LeAnne R. Ruzzamenti
Director of Marketing Communications Crocker Art Museum 216 O Street, Sacramento, CA 95814 www.crockerartmuseum.org P 916.264.1963 F 916.264.7372 M 916.213.9402 >>> shall@vmfa.state.va.us 5/3/2007 1:29 PM >>> Ah, Anna. It's the age-old question of media effectiveness. Tell your supervisor that if only one thing worked, that's what everyone would do!
But seriously, measuring effectiveness of media applications is difficult at best. Radio ads depend on frequency and content, message and delivery. Print ads also depend on frequency, design and placement. Rack cards depend on design and placement. You can test each of these types of media independently by making a special offer, such as "mention this ad/present this coupon for a free ___."
You can't do that with banners, however. One must be driving past the museum to see street banners. That is, unless you have funds to locate them in other parts of the city as well. Banners are more of reinforcement messaging system, unless you have very heavy traffic in Stanford and a lively banner campaign. Chicago does have this kind of regular banner tradition for major events. You should be sure to speak to some of our Chicago colleagues at AAM .
And finally, media recall studies are notoriously inconclusive. People just can't remember where they saw or heard about products. I have had responses for billboards and TV when I used neither. I think that's one reason why word of mouth scores so high, because they can't remember. Your best bet is to have a good media mix but not to dilute your applications so much that you lose frequency.
Good luck with your dilemma.
Suzanne Hall p 804.204.2704 www.vmfa.state.va.us From: pram-bounces@listserve.com [mailto:pram-bounces@listserve.com] On Behalf Of Anna Koster Sent: Tuesday, May 01, 2007 12:14 PM To: pram@listserve.com Subject: [PRAM] Effectiveness of various marketing efforts (i.e., banners vs radio) I am turning to you for assistance. My supervisor wants me to evaluate our PR and marketing activities and try to figure out the effectiveness of various efforts. She'd like to know where we'd get the most "bang for our buck" so to speak.
I think this stems from her thinking that street banners would be a better investment than radio spots, which the director prefers. (We can not afford both.) He dismisses the effectiveness of banners. She reasons that we are an art museum, therefore our typical visitor would be easier to reach visually than orally.
I am trying to find out if there have there been any studies in evaluating and comparing:
radio ads or radio sponsorship street banners ads in newspapers and magazines print material such as rack cards I searched in the PRAM archives http://mailman.listserve.com/pipermail/pram/ for previous discussions about this, but did not find useful results. Can you suggest key phrases for the search?
Can you offer any other advice?
I hope to see many of you in Chicago in a couple weeks. -- Anna Koster
Public Relations Manager Cantor Arts Center at Stanford University
Stanford, CA 94305-5060 650-725-4657 Fax 650-725-0464 Public info line 650-723-4177
Email <akoster@stanford.edu> http://museum.stanford.edu
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