Presenting Ad Effectiveness Results

Here at Readex Research we want you to not only succeed at your next sales presentation but excel and impress your clients and/or advertisers. That is why it is so important to us that our clients have user guides and training to go along with their data to ensure that they have all of the tools they need to thrive when they present their results.

Listed below are six steps to help you present your Ad Effectiveness Results.

THE SIX STEPS OF PRESENTING AD EFFECTIVENESS RESULTS

1. Explain the Purpose and Benefit of the Research. What’s in it for Your Customer?
2. Provide a Quick Review on the Method and Rating System.
3. Sell Yourself First.
4. Present the Results of Other Ads; Create a Frame of Reference.
5. Now Show the Customer Her/His Ad.
6. Leave an Idea!

1. Explain the Purpose and Benefit of the Research.

What’s in it for Your Customer? Advertisers run ads to help start the sales process; to create awareness and even move people to action. That’s why advertising effectiveness studies are useful and beneficial: They help create a sense or feeling for how well an ad is reaching out and opening the door to the sale.

2. Provide a Quick Review on the Method and Measurement System.

There are several different methods used to collect data, and different methods can yield different results. Be sure your customer knows how the study was done; it may be simple enough to say the study was done online. In terms of the methodology, if more specific details are needed, you can easily refer to the method section in your report or call Readex. As it concerns the measurement system, be familiar with the questions your study asks about the ads so that you can point this out to the customer.

3. Sell Yourself First.

Before you look at the results of any ads, take an opportunity to bring up some research-based fact about your book or audience. Use data from the companion questionnaire or other research to reinforce the value that you bring to the table.

4. Present the Results of Other Ads; Create a Frame of Reference.

It’s important to set the stage by showing the customer you are calling on the results of other ads first. You want to create a frame of reference so that when you discuss their ad in step 5, they will be able to recognize for themselves how their ad stacks up.

5. Now Show the Customer Her/His Ad.

6. Leave an Idea!

As you prepare for your call, try to come up with one key point, one main idea that you can leave with the customer about their ad. This step is crucial, as leaving the customer with an idea not only shows you care and are prepared. This also helps set you apart from the competition and creates a memorable experience.

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