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How To Track Your Advertising Like A Hawk


Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!

Developing a tracking system: As a business owner/executive/manager, you need an efficient way to record and evaluate the results from your advertising and marketing programs. To get started, you will need a "prospect card" which includes a list of ALL the places you advertise and market your company. This prospect card must be current and complete, so your staff will be able to accurately track the results from each advertising/marketing source. Your business should also have a phone log, a summary of the daily and weekly advertising results and a report to summarize the month. Be certain each advertising source you are using has its own column for each report. Often, advertising sources are bunched together in the same category or column on the weekly or monthly recap, making it impossible to track the performance of your advertising/marketing.

Tip From The Coach: When asking your team to provide a summary of advertising and marketing results, have them sign and date the form. This is a reminder that they are accountable for the timely and accurate "source" information which is reflected on each report.

Identifying the source: To accurately evaluate the performance of your advertising program, begin by deleting "drive-by" as a source on your customer card and tracking systems. In most cases, your customers read or heard something about your company before they came to your office or called your company. Next, have your team design a marketing easel or a three-ring binder, which has a sample of the advertising and marketing being done. Then, ask your team to begin each appointment or meeting at this marketing easel or with their three-ring binder, so they can ask each customer if they have seen your current advertising or marketing pieces. NOW, this is the time for your team to record this timely information on the customer card, to accurately identify the advertising which brought this customer to your company. And by using this technique with every new customer served by your team, your weekly and monthly tracking reports will now reflect a more accurate picture of which advertising and marketing source is most effective.

Tip From The Coach: Of course, a tracking system can also be computerized and very powerful, but the steps/tips outlined in the paragraph above are still the same.

Creating a file for return prospects: Wow! Isn't it great when a return-prospect becomes a sale? Such fun! Unfortunately, identifying the original advertising source which brought this prospect to your business the first time is a major problem for most companies. Often, your team will hear from a return-prospect, "I was just here a few months ago and decided to contact you again." But each sale that is made by your company, which comes from a particular advertising or marketing source, makes it easy to justify which advertising/marketing you will continue to use. And since advertising and marketing is such a large monthly expenditure for most businesses, isn't it important to know what's working and what's NOT?

Tip From The Coach: Create a master file of prospect cards for all prospects and have your team file the prospect cards from each day into a small box by last name, sorted A-Z. Now, when "Peter Smith" returns in three months after his first visit or phone call and says he wants to buy your product or use service, your team can simply go to this small box and behind "S" the original prospect card is right there! This is an instant way for your company to source its advertising and marketing. More importantly, your staff will have in their hand the background of this prospect and can create instant rapport. Instant rapport equals higher closing ratios, a double win! Of course, a follow-up system can also be computerized, but the steps/tips outlined in this paragraph are still the same. Once you have these systems in place, you can then calculate your: cost-per-phone-call, cost for bringing a prospect to your business and cost-per-sale! For a free analysis of your advertising tracking forms or the results you are receiving, fax your system/results to The Coach at 435-615-8670 and receive 20 minutes of complimentary coaching!

Author's note: Ernest F. Oriente, The Coach, is the founder of PowerHour® a professional business coaching/recruiting service and the author of SmartMatch Alliances?. He has spent 17,500 hours [since 1995] delivering customized training, by telephone, in leadership, traditional/Internet marketing and sales for fast growing sales companies and entrepreneurial businesses worldwide. PowerHour® specializes in global distance learning by telephone, using their state-of-the-art conference call system for interactive and dynamic TeleForums. Twice-monthly TeleForums link 10-100 executives/professionals/individuals who are geographically dispersed, in a time efficient and profitable format.

PowerHour® is based in Olympic-town?Park City, Utah, at 435-615-8486, by E-mail [email protected] or visit their TeleForum website: http://www.powerhour.com. To receive a FREE success newsletter, with subscribers in 74 countries, send an E-mail to: [email protected]. Recent PowerHour® articles have appeared in 4000+ business/trade publications and websites.


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Fri. August / 18 / 2017

Complex Networks, Fuse Media to Offer Joint Advertising Packages - Variety

Variety

Complex Networks, Fuse Media to Offer Joint Advertising Packages
Variety
“This alliance is an organic extension of our brand and with Fuse, we have identified a truly like-minded partner interested in offering both the audience and the advertising community the untraditional and unexpected,” said Rich Antoniello, CEO of ...
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Immersv raises $10.5M to shake up mobile advertising with some VR flair - TechCrunch

TechCrunch

Immersv raises $10.5M to shake up mobile advertising with some VR flair
TechCrunch
Immersv, a mobile 360 VR ad network, wants to use the strengths of VR to bring improve mobile advertising, not only on headset but smartphones as well. For now, the startup is focusing on pre-roll and interstitial video ads but is looking at ways to ...
VR advertising platform Immersv raises $10.5MVatorNews
Interactive advertising platform Immersv scores $10.5 million funding roundPocket Gamer.Biz
HTC Vive Invests In Immersv's VR Advertising PlatformAndroid Headlines
Road to VR -VRFocus
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Borough advertising for new manager - Pocono Record

Borough advertising for new manager
Pocono Record
STROUDSBURG — The borough is advertising for a replacement for Brian Bond, who's leaving Sept. 18 to become East Stroudsburg's borough manager. Appointed by the Borough Council, the borough manager serves as the borough's chief executive ...


Fire department says company misusing its name to get advertising business - FOX31 Denver

FOX31 Denver

Fire department says company misusing its name to get advertising business
FOX31 Denver
BROOMFIELD, Colo. -- North Metro Fire District said a business is using its name without permission to entice companies into purchasing advertising space on their magnets. North Metro Fire spokeswoman Sara Farris said a business called the fire ...


CNN And Volvo Hope Their Upcoming VR Ad Campaign Eclipses Conventional Advertising - AdExchanger

AdExchanger

CNN And Volvo Hope Their Upcoming VR Ad Campaign Eclipses Conventional Advertising
AdExchanger
It's still unclear how 360-degree video or virtual reality will affect media and advertising long-term since many brands and networks are still in the experimental stage. But CNN and Volvo hope to up the ante during next Monday's solar eclipse. The ...


BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing? - Minneapolis / St. Paul Business Journal

Minneapolis / St. Paul Business Journal

BrandLab study reveals lack of diversity in marketing and advertising; how is your company doing?
Minneapolis / St. Paul Business Journal
The BrandLab, a nonprofit organization that's focused on improving diversity in the Twin Cities marketing and advertising industry, recently released a study that analyzed demographic data from 40 organizations to determine how diverse the Twin Cities ...


With Amazon looming, Walmart quietly grows as an advertising force - Digiday

With Amazon looming, Walmart quietly grows as an advertising force
Digiday
With around 140 million people shopping at its 5,000 stores in the U.S. every week, Walmart is not just a retail giant. It is also a growing advertising platform that touts its ability to connect online consumer behavior and a mountain of in-store ...


One of the big advertising groups is partnering with Digital Content ... - Nieman Journalism Lab at Harvard

Nieman Journalism Lab at Harvard

One of the big advertising groups is partnering with Digital Content ...
Nieman Journalism Lab at Harvard
Last May Digital Content Next, a trade organization that represents many of the big digital media companies, launched TrustX, a curated, automated ad-buying ...

and more »

How Corporate Distrust Is Reshaping Advertising - Adweek

Adweek

How Corporate Distrust Is Reshaping Advertising
Adweek
The overabundance of advertising: Although it's tough to accurately estimate, Americans are exposed to something like 5,000 ads every day. They're packed everywhere, from billboards and radio spots to tiny banner ads in your favorite application.


Why Data Driven Advertising Will Be The Next Frontier - Forbes

Forbes

Why Data Driven Advertising Will Be The Next Frontier
Forbes
I recently had the chance to interview Pelle Sjoenell, Worldwide Chief Creative Officer at BBH Group, and his poignant insights and unorthodox way of understanding brands didn't disappoint. At Snaps, I spend most of my time building chatbots for brands ...


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