How to Determine Campaign Response with the Australian Postcode Survey
This is the second stage of your postcode survey. Once you have classified the regions you are covering into worst to best advertising receptivity, you can then set about finding the best campaign for each regional category.
Start by developing a diverse range of advertising strategies and apply each strategy to a different postcode region within the same regional category. Do this for all regional categories, and leave at least one postcode region in each category without any form of advertising as a control area. The control area will give you an idea of what sales you would make without any form of advertising.
Collect postcodes at each sale for the duration of the advertising campaign and at the end of the campaign, tally up all the sales by postcode region. In each different regional classification, which advertising campaign style was the most effective? Was it the same advertising campaign style for all regions? When the sales from the control area are subtracted from the sales from the best campaign in a given category, is this figure higher or lower than cost of that particular campaign? Ultimately, the answer to this question will determine whether your campaign is actually going to earn you any money or just wind up being money down the drain.
This information will tell you which campaign style is most effective in a give regional classification and sales data from control areas with no advertising from your business will help you determine the cost effectiveness of your advertising - lower cost, lower yield advertisements can sometimes generate more money than high cost, high yield advertisements.