Well, the voting (for 2011 AmeEx OPEN’s Facebook Big Break for Small Biz) is over. What a ride for all the finalists. Winners are announced on July 25, so we have to wait to see who won. Bummer. BUT…impact long term to the businesses that made the Top 10 is happening anyway. All that effort and all the website hits video view should help the businesses, even if they don’t win the contest.
What will the exposure created by the Facebook Big Break do for Distinctive Gardens business? Even if they don’t win, the publicity and exposure from being a finalist is nothing to sneeze at. Lisa and I tried to figure out how to measure the impact.
Overall we decided that beyond than winning the contest ($20k is a BIG deal) the goal is to drive brand awareness of Distinctive Gardens which could be leveraged to drive revenue growth long term.
The real challenge was deciding what we could track that would measure that.
We decided to on revenue, and a group of stats that indicate an increase in interest in the garden center that could be precursors to revenue.
- Foot traffic
- Retail Sales * – excluding landscaping and maintenance revenues.
- Facebook Fan count
- Website traffic
- Design Inquiry count
- Newsletter email count
“How do we isolate and attribute shifts in foot traffic, sales, design inquiries etc.to the BB (Big Break) exposure?”
This is tough. And it’s tough for any form of advertising or promotion. Does Coors Light really know how many more cases of beer they sell specifically because someone saw a Superbowl commercial? No. The ad team takes credit for any increase in sales, sure. But it could be because they also started distributing in a bunch of new stores, or in a county that had been dry. Or because it was unusually warm in January so people were in “warm weather, let’s have a beer” mood. Or maybe they got their tax return arrived and they celebrated. There are always plenty of uncontrollable and uncorroborate-able factors.
Can you think of any other factors she could measure? Leave us a note in comments.