The Successware Campaign Management tool allows you to track advertising and its associated expense to show you an accurate Return on Investment (ROI).
This ROI tracking is based upon tracking all jobs which were the result of Lead Sources identified as part of a campaign, and comparing the revenue, or in the case of Estimate Jobs, booked sales to the expenses you have identified as part of the campaign.
If you're also using Successware Connection, this can also lead to better ROI reporting, as Connection automatically fills in the lead source and type when a customer calls in with a number connected to the campaign.
Requirements
Lead Sources
Before you build a campaign, you will need to create Lead Sources that represent the different ways that your customers will be exposed to your campaign. When creating a job in Successware you are required to select a Lead Source that answers the question where the customer heard about you or where they found your number today.
When building campaigns, you will want to create Lead Sources that are specific to the campaign, such as ads on a specific radio station or billboards identifying a special offer.
There is no need for you to create new lead sources if you run certain types of campaigns again at a later time. You can deactivate lead sources. This makes them unavailable for a user to select. When re-running the campaign that uses those lead sources you can re-active the Lead Sources. Since Campaigns have a set date range, the reporting will only look at use of those lead sources during the course of that specific campaign.
PriceBook Items
In order to properly track the expenses related to your Campaign you will need to create items in PriceBook to represent those specific expenses. The Campaign Management tool will allow you to identify the expense items related to the campaign and look at occurrences of those PriceBook items that appear on posted AP Invoice during the expense date range of the campaign. In order to assure that the correct expenses are associated with the campaign, it is important that you use detailed PriceBook items to represent the expense as opposed to using “generic” items.
Campaign Management
You can access the Campaign Manager to create new campaigns or to edit an existing campaign.
The Campaign Manager can be found in the Main Menu under Marketing.
- To edit a campaign, click the Edit option.
- To create a new campaign, click the +Create Campaign button at the top of the screen.
Creating a New Campaign
1. From the Campaign Management screen click +Create Campaign button.
2. In the Create Campaign Form, enter a name for the campaign.
3. To select the Lead Source you wish to associate with the campaign, click the drop-down menu for Lead Source Type and Job Lead Source.
3a. If you are using Successware Connection, when a customer calls in to a phone number you specify, Successware will automatically fill in the Lead Source and Lead Type to connect the call to that campaign.
4. Next, you will identify the date range for which you want to track jobs created in response to the campaign. This will allow the Campaign Manager to look for jobs created in the date range identified that have a lead source that matches one of those you identify for the campaign.
Note: A Lead Source can only be part of one campaign within a date range. If the Lead Source is already associated with a campaign that overlaps the date range of the campaign you are creating, that Lead Source will not be selectable.
5. Click Create when you are finished.
Running a Campaign
In order for a campaign to be accurately tracked you must properly be recording Lead Source information when creating jobs and including your defined Campaign expense items on posted AP Invoices.
Recording Campaign Expense
Campaign expense is calculated based upon the total of campaign related line items you have included on posted AP Invoices during the expense date range of the campaign. Only items in the Overhead and Miscellaneous sections of the PriceBook can be counted as campaign expense. The expense line items can begin on a Purchase Order but will not be counted as actual expense until they appear on a posted AP Invoice.
Creating Jobs that Resulted from a Campaign
A job is considered to be a result of a campaign when it is:
- Created in the date range of the campaign. This does not mean scheduled in the campaign date range but actually created in Successware during the date range of the campaign.
- The job references one of the lead sources that has been associated with the campaign.
Identifying the Lead Source
In order for a job to be recognized as part of a campaign you must record a Lead Source on the job that is part of an existing campaign. The Lead Source and Lead Source Type fields are available when you create a job from Call Handling.
Call Handling Form
Job Form
Closing a Campaign
Once a campaign is complete and you will no longer be recording new sales or expenses against it, you can mark the campaign as expired.
To mark the campaign as closed, click the Edit button next to the campaign. Add in an End Date of yesterday, or sometime in the past.
Viewing the Campaign Detail Report
The Campaign report can be found by going to:
Main Menu-> Reporting-> Report Gallery-> Marketing Group-> Campaigns.
1. In the report, identify a date range. Any campaigns that were active in that date range will appear in the report.
2. If you want to limit the report to a single campaign, select it from the Campaign Name dropdown.
3. Click the ellipsis on the right to access the option to Download the report as a CSV file.
Looking for a more interactive course on Campaign Management? Check out our Learning Management System (LMS)! Our courses are available to all Successware users. If you don't have a sign-in for our LMS, contact us at training@successware.com for a free account.