PLUG YOUR ADVERTISING HAEMORRHAGE
Thursday, June 13, 2013 @ 10:33 AM
PLUG YOUR ADVERTISING HAEMORRHAGE
Naturally the media wants you to advertise as your income keeps them solvent. In these trying times they will be economical with the truth and they will tell you anything. If you fail to monitor advertising response you will hit hard times whilst they prosper. Whose business do you value most?
An advertisement that once worked may not continue to produce leads. Response will go down but your advertising bill won’t. After the first advertisement something like 90% of readers have had the opportunity to respond. For this reason my advertisements in Euro Weekly News stopped working a long time ago. Had I been paying for them I would have been throwing good money after bad.
There are ways to find out if your advertising response justifies your outlay. 1) Ask new clients where they saw your advertisement and keep a record. 2) Offer an incentive based on the reader producing the advert. 3) If new clients need to respond to a coupon or by mail ask the advertising department to key your adverts. For instance your address would include (dept. EWN 1458) which tells you the advertisement appeared in that issue.
Feel free to comment, offer advice but please keep it positive. Thanks. Mike