Every successful practitioner of Marketing Mojo knows that marketing is as much an art as a science, and that a good promotion is really a series of tests to isolate ‘can’t miss’ approaches from ‘can’t afford them’ mistakes.
The burden is on you to plan your marketing to include ways for capturing critical knowledge about which promotions produced which positive results –and then using that information to your best advantage.
In today’s economy, it’s more important than ever to measure the results of your marketing efforts. Once you’ve got some clear results in hand, you can weed out the ad campaigns and the ads, the promotions and the media choices that aren’t performing, and also evaluate whether to expand those that are doing well for you.
Measuring the success of marketing programs can be as easy as consistently asking customers where they heard about you when they make a purchase, and then keeping track of their answers. We used this technique in my own business by asking every customer making an order how they heard about Great Lakes Video Services.
Responses were entered into a computer with the order info, and we could review the data when needed to make decisions about which marketing and promotional programs to continue, which to drop, and which to ramp up.
