October 14, 2009

You Have Marketing | Sleep Well

Investment Returned?

The chatter about return on investment never subsides.

If you spend money it's your right to measure the wisdom of your purchase and how it may have helped your business.

But Is It That Simple?

Stan buys an outdoor campaign in five cities for twelve weeks and sees a 9% increase in sales on the East Coast. Sounds great. The boss will love it. So is the campaign the cause of the increase? Not even Stan can be sure.

Share Points and Average Quarter Hours

Kayla has always used some of her marketing budget to place advertising on alternative rock radio stations. Since her target is Males 18-34, that makes sense but she has seen a decrease in revenue for the last five quarters. She is concerned that radio isn’t as affective anymore.

Her lean toward increasing her social media activity is justified. But the radio spend is worth a much closer look – not because of the medium – but because it may not be the reason for the decreased revenue.

Blanket and Hope

Keith is convinced that direct mail will work. He has seen the stats. He knows that less than 1% of people who receive the piece will actually spend more than a second to review it. He has decided to simply mail his menu to everyone in his town of 34,000 people. He will do four mailings per year.

Keith’s pizza joint is humming. He and his staff can barely keep up with the demand. The campaign is working like a charm. Or is it?

Social Media Saves The Day?

Lloyd started his Facebook group almost a year ago. He asked every friend to join and asked each of them to ask each of their friends to join. There are now 8,714 members from all over the world. The numbers keep building but Lloyd doesn’t know what to do next.

Marketing is not simply advertising. What you did last year is not a solution. Your company is not a campaign.

Radio, social media, print, outdoor and digital can all be viable options for you. But simply picking one isn't enough to ensure a good night's sleep.

What says you?

@knealemann
Helping you create your best business,
marketing and social media strategy.

image credit: firstpeople.us

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