DOLLAR...EARN A DOLLAR (OR NOT)...in
any case, you must know how your advertising is performing.
Don't spend your hard earned advertising and marketing $$'s
unless you can accurately track directly related sales.
It is okay if you try
and fail - it is NOT okay if you try and fail and don't know
you failed. That happens when you advertise and can't track
the result. Ever done that? You can't
improve your marketing unless you know what doesn't work. It
is as important to know what doesn't work as it is to know
what does work.
Repeat after me...your are
not Ford, ATT or Proctor & Gamble. They spend millions
of dollars on brand oriented advertising without attempting
to retrieve a dollar from the specific ads. You can't. They
can afford to build a brand. You can't.
When you advertise, you must
at least attempt to generate sales dollars and have a way to
track the results. If it doesn't result in sales and you
know it...then you have hopefully learned something. If it
doesn't result in sales and you don't know it...how have you
benefited? You haven't.
Design every marketing
thrust, every advertising program (print, Internet,
telemarketing, etc) with one thing in mind...results you can
measure. Every marketing communication should include this.
Even your business card! Yes - even the lowly business card
can include a sales message with the ability to track
response. It must be this way. You can not leverage your
marketing dollars to its highest value unless you have
marketplace intelligence gained by tracking prior
How can you take the $1,000
you invested in an advertising program that turned into
$2,000 of sales and make it bring in $5,000 or even $10,000
in sales if you don't have measurable results and can
continually tweak and test?
It is a simple fact that the
greatest leverage a business has is marketing leverage. If
you can take the same dollar spent marketing and create 10
or 20 times the yield it normally does - where can you find
that type of leverage. Not financially, not via
But before you can make the
magic of marketing leverage work for you, you need to
develop your marketing systems so that you are informed as
to what marketing creates what sales.
Let's show you an example...
Here is the
front of a business card for our private label cigars as
by our sister company, Fletcher Cigar Company:
Yes. Has all the information a business card should have.
Clean design. Okay - not bad. But...does it do anything to
create sales? No. So first things first - that needs to be
corrected. Now...let's look at the back of the card:
we're talking! Now we have some marketing going on. First,
the back of the card transforms the card into a sales
vehicle. And second, it transforms the card into a discount
card which will be kept a lot longer than a normal business
card. And third, "mention this business card"
provides us with...
results allows you to instantly know where the inquiry and
the sale comes from.
learned and implemented points from the above...
all of your marketing messages into a sales vehicle
a reason to produce a desirable action
a way to measure your results
each and every time you advertise. Do it consistently.
It will pay off in ways you can't even imagine.