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| Dec 12, 2004 7:44 pm |
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re: re: How do you track advertising? |
Mark Newman
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I think that someone who has just started a business actually can have informal tracking success -- by mere face-to-face conversation with your customers. If you've just started and are building a customer base, if you have a walk-up store, and if you advertise on radio, be especially conversational with your patrons in the early going and simply ask them where they found out about you. Sometimes the simplest techniques work the best.
At this stage of your game, you can also simply put a pad and pencil on the counter and have your paying customers check the box listing how they found out about you, include their name, and then put it into a jar to be entered for a drawing to get a free whatever the next time.
There is a margin of error but you will get an idea of how people are getting your message. Good luck.
Mark Newman
> Gerard Barry wrote:
> Brian,
>
>Simple answer....you don't. Advertising is a part of the overall Marketing mix. If you have a coherent Brand Strategy, all parts will uniformly and coherently push the same messages to the same target audience. To single out one source is erroneous. When I was advertising for major new homebuilders in the Bay Area, we found that the number one source of advertising that brought them to the homes was listed as “street signs.” Upon further review we discovered people would often just list the last form of Marketing to touch them. Were the streets signs really more a part of the decision-making process than the ad that they read that told them price, competitive advantage and location? Was the brand name that was built over the last 30-years really worth nothing in the process? What about word-of-mouth? Lack of negative word-of-mouth would make them perceive the signs one way as opposed to bad P.R. Have a succinct and coherent Brand strategy and realize that they all add up to how you are perceived (and therefore your ads) and don’t try to fault Advertising just because it is your most expensive form of controlled-messaging. Try thinking about it fom your target audience's point-of-view. What form of Marketing adds you to their consideration set? What do THEY think? Being on the side of a NASCAR racing car may attract one type of patron and not another.
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>Gerard
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>> Brian Smith wrote:
>> I have recently started a business, and we have been officially open for less than a week. Our store is located in an area under development, so 80% of the bays in our area are not open.
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>>My partner wants to advertise, but I am stuck on the concept of word-of-mouth growth and relationship development. I like to be able to track and quantify results. When we sent an announcement mailer to the surrounding neighborhoods, I offered a free cup of tea for people who returned the card. I also am tracking our personal/business contacts through an e-mail campaign and newsletter.
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>>When you do advertising through radio, cable television, newspapers, etc, how do you track results to show ROI?
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>>Brian Smith
>>Teavangelist
>>www.TheTeaSmith.com Private Reply to Mark Newman (new win) |
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