Marketers have long struggled with presenting clients with hard and fast results on the campaigns they develop. There is no scientific formula; instead successful campaigns develop over time and through a series of tweaks. Is the goal to build a reputation that leads to future sales or to trigger immediate action?

If the goal is the former, then the fact of the matter is your results can’t accurately be measured. You are building brand equity and hoping for increased loyalty over a long period of time. Results will (hopefully) emerge, but to  determine exactly how is difficult. The primary objective is to achieve consistent messaging and build awareness.

If the goal is the latter, then you have to make it as easy as possible for your audience to respond. Is the immediate action to make a purchase? Then push online advertising with a direct link and incentive to purchase through a website. Or offer a free gift if consumers rush to your store in the next 24 hours. If the desired action is to pass along a newsworthy story, then create something of entertainment of newsworthy value that people are inclined to send to a friend or colleague.

Know your goal clearly and treat your campaign accordingly. Building a brand is very different than triggering action. While both often work simultaneously, there should always be a clear priority in your mind.