Wasting Money on Your Advertising?

Are You Wasting Money on Your Advertising? How Would You Know?

With everyone watching their pennies so closely these days, its time for us to pull our heads out of the sand when it comes to the effectiveness of our ad campaigns. If something isn't working, you need to know ASAP so that you can tweak it, overhaul it, or simply pull the plug.

The most obvious way to measure an ad campaigns success is through increased business, right? It makes sense, after all, that if you put dollars into a print, television, or other kind of ad, it should translate into an increase in dollars into your wallet. We’re so set on this idea, in fact, that many small business owners don't even bother to make sure that they're actually getting positive results.
Instead of crossing your fingers and hoping for the best, it's time to collect the data and find out what is working and what isn't. While it may seem like more work at first, the fact is that it will pay off in improved visibility and sales. So, how can you be sure you are getting the right response to your ad campaigns?

1. Test them out. Big companies do test campaigns all the time because they know that its pointless to pour millions of dollars into an ad that isn't going to work. Test your ad out in one or two smaller places to gauge its response before going full-scale. In fact, you may want to try multiple ads in different places to see which one gets the best response rate.
2. Measure response. This can be tricky, depending on the type of advertising you've chosen. If you're selling something online, for example, it will be pretty clear if someone has clicked through and purchased the product. You may be able to measure the return on a print ad by including a coupon. If tons of people are bringing the coupon in, then you're obviously having some success. Even something as simple as asking a new customer, How did you hear about us? Can give you a lot of information.
3. Be proactive. Many of our clients use the STORM email system for target marketing. One of the reasons we offer this particular system is because it captures a huge amount of data regarding how the recipient used the email. Did he or she click on an offer but not make a purchase? How much time do customers typically spend reading the email? If you've tried different versions, which one is getting the best response?

Testing and measuring does add a bit of work to your end of a campaign, but it is well worth the time and effort when you know that you are putting out the most effective ads that will bring business in the door.