1. Offline Marketing :The Ad Tracking Conundrum Cliff Ponting www.0800shop.com

2. Half the money I spend on advertising is wasted ; the trouble is I don’t know which half John Wanamaker U.S. Department Store Merchant ( 1838 – 1922 )

3. Offline Marketing Routes to Market Trade Directories Local Newspapers Regional Newspapers Leaflet Drops Poster Campaigns Noticeboards Brochures Direct Mail

5. Surveys ?

6. Word of Mouth ?

9. Easily Diverted – Non Geographic

10. Easily recognised as a “free” call

11. Readily available –numerous providers 0800 / 0808

12. How To Track Offline AdvertisingAllocate an 0800/0808 number to each route ! Trade Directories - 0800 xxx 0001 Local Newspapers – 0800 xxx 0002 Regional Newspapers – 0800 xxx 0003 Leaflet Drops - 0800 xxx 0004 Poster Campaigns – 0800 xxx 0005 Noticeboards – 0800 xxx 0006 Brochures - 0800 xxx 0007 Direct Mail – 0800 xxx 0008

14. Duration of call to 0800 number

15. Originating number calling 0800 number

16. Cost of call to 0800 number

19. Ensure that billing is per second not per minute

20. Ensure that Freephone number connection is free

21. Ensure that monthly Freephoneitemised billing is free

22. Ensure that the Freephone number is issued free

23. Check call charges per minute to landlines , mobiles and international numbers

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