Every business wants to better today than they were yesterday. They want to have more customers, they want to have more sales and they want to me more profitable. Most business try to achive this with a combination of promotion, marketing and advertising.
But, how effective is their advertising. Is the bottom line the only way to measure the effectiveness of the advertising.
When you hold a sale that is based on getting a customer via a lowered price, the end result may be more customer traffic and more sales but a true reduction in the net profit. So, should that be considered “effective advertising”?
Many people feel that a temporary dip in net profits is acceptable, if the end result is an increase in overall customer traffic that results from an advertisement bringing in new customers. But, if your advertising is, in effect, training your customers to wait for you to run a sale price is that an effective advertisement?
The results from an advertisement aren't necessarily sales. How many sales a given campaign generates? Is your sales team happy with the quality of leads that the advertising generates? The end results could also be signups for your newsletter, sales appointments, requests for brochures or positive feedback from customers.
Before you move deeper into ad creation, always make sure you set goals for the individual campaigns first, so that you can measure the effect of any activity and see how it worked. In future, you will then be able to make a qualified decision whether to repeat it or not.
Now that we agree that advertising, promotion and marketing does have an effect and is necessary for a business to survive and prosper, how do you avoid those ads that don’t truly add to your business bottom line.
So how can you make sure that when customers get to any of your marketing materials, they will find what they are looking for?
• Speak the language of customers
• Impress them with a message they can relate to
• Use a clear “Call to Action” – tell them what to do next – clearly!
• Use testimonials from real customers wherever you can
You can start by contacting MI Printing for help with you next business flyer or brochure. Just give us a call at 623.582.1302.
MI Printing, LLC