How to measure whether the PR campaign in Poland supports sales?
Appropriate brand promotion in Poland should be based on the joint action of public relation and classical marketing. Only then you can simultaneously work on sales activities as well as building a positive image among customers, competitors, media, and business partners. However, it is not difficult to guess that PR influences marketing, naturally contributing to increasing or decreasing sales of products or services. However, there are many ways to measure, how effective PR activities are in brand promotion in Poland. See the most popular metrics for measuring sales support.
PR as sales support - does it even make sense?
Many specialists in professional PR in Poland advise their clients not to use PR as a sales-boosting tool. The point here is not that PR does not affect sales, but that sales should not be an end in itself. Is it true? Yes and no - if you precisely define your goals and then select the appropriate metrics to measure the effectiveness of activities, PR can become one of the pillars of brand promotion in Poland. You should remember that the PR strategy must be in harmony with the overall marketing strategy. Otherwise, the brand will become untrustworthy.
Sales support measurement metrics
Many different metrics help determine whether a PR campaign supports sales. They can be divided into several basic groups. Here are the most important of them:
Reach - means nothing more than the number of people from the target group that the PR messages reach:
• Number of visits to the website after PR publication,
• Number of followers on social media after PR publication,
• PR reach of brand publications,
• Readership of websites and press materials in which the brand was mentioned.
Leads - people who, under the influence of media, a publication, or a brand representative’s speech, took the step to purchase a product or service:
• Increase in the number of requests for a service or product,
• Increase in the number of contacts,
• Increase in the number of the mailing list subscriptions.
Reviews - opinions about the brand on the internet:
• Number of unpaid influencers recommending a product or service,
• Number of new customers who made a purchase thanks to cooperation with an influencer (this can be measured, for example, by codes granted to influencers for their followers),
• Number of positive customer reviews (in social media or online stores).
It is worth not being afraid that this kind of PR activities would be rather intrusive advertising than a way to take care of the brand image. Let’s not forget that the goal of any company is to sell. Keeping this in mind and defining specific metrics for measuring sales support, you can easily plan PR campaigns and brand promotion in Poland.