If your dealing with local clients sometimes you have an agency type relationship with them where you buy all of their media for a percentage of spend.
I happen to have had access to an offline to online media buy recently and wanted to share the results with you guys. The media purchased was cable TV. The media buy cost roughly $25,000 spread over 2 weeks of cable TV advertising. This cost represented 200 cable spots which breaks down to about $125 per commercial. I did not place this buy or create the commercial, but was responsible for landing page design and tracking. Also keep in mind that cable TV is a branding medium and branding was a large goal in this campaign. Direct response results were an additional advantage
Results over a 2 Week Period
Absolute Unique Visitors: 132
Unique Email Leads: 40
Total Phone Calls: 6
Landing Page Conversion Rate: 35%
If you were measuring the campaigns success solely on leads generated through the landing page this campaign would be a bomb however that was not the sole basis of success or failure. The average cost per lead was $543 yet the campaign has been running 3 months past this original buy and the client is thrilled with the results. The landing page converted a huge amount of the visitors to leads however if the client were only trying to generate leads, I would have suggested internet advertising before dropping this kind of cash on cable TV.
I thought you guys would find an offline to online case study interesting so I hope you did. Do you have any questions about this?