Recession Marketing – Test & Measure

Posted by on April 20, 2009 8:26 am
Tags: , ,
Categories: Marketing During A Recession

I’ve talked to several business owners who are actively marketing successfully and some that need a little help.

They’re like most, they market by trying stuff to see if it works.  The problem is they’re not tracking results properly.  In order for you to get a real grasp of what works and what isn’t a test and measure routine should be part of what you do for all of your marketing.

Besides, it’s a nice way to know if that hot shot marketer knows what he’s doing.

What do I mean?  I’m talking about keeping track of every penny you’re spending on marketing, tracking the results, and determine if it’s profitable or a loser.

I’ve heard horror stories of business owners who put thousands of dollars into yellow page advertising but because they didn’t know any better they were losing money from the ad.

You see… the company wasn’t losing money in their business.  They were losing money from the ad.  It wasn’t until they started tracking how many sales they were getting from their yellow page ad that they realized they weren’t making money from it.  It was just a black hole for money that has been there for years.

I bet you can’t guess what they did next…

Yeah… they started testing different ads.  I’m not saying yellow page advertising is bad.  I’m just saying test and track your marketing and let the numbers tell you if it’s working.

Not your gut…

So, What should you be tracking?

  1. – Cold calls
  2. – PPC Ads
  3. – Direct Mail
  4. – Post Cards
  5. – Headlines
  6. – Price
  7. – Offers
  8. – Bonuses

Those are just a few of the things you should be considering to track and test.  When you do your eyes will be opened up to a whole new world of results for your business.

Till next time…

Jay Simcic - Marketer

Jay Simcic
Profit Convergence, Inc.

P.S.  If you want to get a handle on your business and improve your profits during the recession we’re going through, then give me a call and we can set up a time to talk.  336-775-6606


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2 responses to Recession Marketing – Test & Measure

  1. Kenc April 20th, 2009 at 3:43 pm

    I can gladly refer you to several million advertisers who use print Yellow Pages as their sole marketing effort and have very successful, growing businesses. So I recommend you use caution when making general comments based on a hand full of businesses where one media didn’t work for them. the Internet is a wonderful place to “browse” for things, but the print Yellow Pages are where people go to when they are ready to buy locally.

    Reply

  2. Jay Simcic April 20th, 2009 at 4:09 pm

    Kenc –

    Thanks for your comment. I appreciate the interaction. I’d like to call your attention to my blog post and to possibly re-read it.

    I was not calling out Yellow Pages advertising as not working. I was pointing out there are many companies that don’t test and track their ads. It’s just like any marketing. Some of it works and some doesn’t. But if you’re not tracking you probably don’t know if the ad is working or not (for sure).

    Just like anything in business it makes sense to test and measure especially during a recession, to see if it’s working or if it’s another money drain.

    You make my point even stronger by your comment. That’s proof there are plenty of businesses who are tracking their results and are noticing a positive ROI on their Yellow Page advertising. That’s a good thing. On the other side, for every great ad that’s making money there is one that is losing money. That’s why they should test and measure.

    I hope you see where I was going with that and that I was not attacking Yellow Page advertising. Thanks again for posting your opinion it keeps the conversation going.

    Reply

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