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...and the problem is I do not know which half"
Lord Leverhulme 1851-1925, British founder of Unilever and philanthropist
So many businesses just allocate a certain mount of money to an advertising budget, spend the money every year…and they’ve only got a vague sense of whether the ads are working are not. This is crazy. As a business, if your ads are working, you want to roll them out on a larger scale. If they’re not, STOP and use the money on one of the dozens of other marketing strategies that can bring you a 100 or 200 or 300% return on your investments.
It is absolutely essential to test and measure all advertising. If you are going to engage in direct response advertising you obviously need to be able to measure that response, otherwise you are not going to know if the ad is working.
At the very least you need to know how many people responded, how many of them were converted to a sale and what that is worth to you. Then you need to compare that figure to the cost of the ad and you can immediately work out how profitable the ad was, or whether you should stop running it.
The type of response may vary depending on the type of business you are in and your overall marketing strategy. You can choose the response you want. You may want the response to be an immediate purchase. You may want the response to be for someone to contact you to ask for a brochure so you can get their contact details to add to your mailing list.
The great thing about direct response advertising is that you can tell instantly whether it is working. It either produces a response or it doesn't. One of the reasons that most small business advertising does not work is that it is a combination of half hearted direct response and highly ineffective brand advertising.
To find out how Are Creative can help make your advertising work for you email us here
Worth a read...
Don't watch your marketing budget blow away
At the very least you need to know how many people responded, how many of them were converted to a sale and what that is worth to you. Then you need to compare that figure to the cost of the ad and you can immediately work out how profitable the ad was, or whether you should stop running it.
The type of response may vary depending on the type of business you are in and your overall marketing strategy. You can choose the response you want. You may want the response to be an immediate purchase. You may want the response to be for someone to contact you to ask for a brochure so you can get their contact details to add to your mailing list.
The great thing about direct response advertising is that you can tell instantly whether it is working. It either produces a response or it doesn't. One of the reasons that most small business advertising does not work is that it is a combination of half hearted direct response and highly ineffective brand advertising.
To find out how Are Creative can help make your advertising work for you email us here
Worth a read...
Don't watch your marketing budget blow away
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