What?s the Score?

You may be aware that in a basketball game the assistant coaches keep an almost unending list of personal statistics for each player. Rebounds, assists, points, minutes played, etc.

Why is that?

Because they know that these individual statistics all add up to the bottom line.

The final score.

If they can achieve even a small incremental improvement in these individual statistics for each player this will have a compound affect on the final score.

And of course, it helps them know which players to give the most playing time too.

In marketing your business you should be just as disciplined. Which products and which ads and which media should you give the most playing time? Do you know?

What's the point of designing and implementing an advertising campaign if you don't know if it worked or if it was better than the last one?

What a waste.

How do you know where the best place is to spend your advertising dollars?

By tracking everything.

Incoming calls, emails, walk-ins, website visitors, etc.

Train yourself and your staff to always ask these questions. Where did they come from? How did they hear about you? Which ad did they call on?

Here is an example: Let's say you place a classified ad in the newspaper at a cost of $135.00 offering a free report on your product. You could track the incoming calls in many ways (for instance by directing them to a free recorded message with a unique extension number or simply by asking them where they heard about the offer when they call).

Let's say you receive 12 calls on this ad and 2 of them end up as completed sales.

What is your cost per prospect?

(Cost of Ad) / (Number of Calls) = Cost Per Prospect

$135.00 / 12 = $11.25

Your cost per prospect is $11.25


What is your conversion rate of prospects to sold clients?

(Number of Sold Clients) / (Number of Prospects) = Conversion Rate

2 / 12 = .17 (or 17%)

Your conversion rate of prospects to sold clients is 17%


What is your cost per sold client?

(Cost of Ad) / (Number of Sold Clients) = Cost Per Sale

$135.00 / 2 = $67.50

Your marketing cost per sale is $67.50.


Now let's say you place a display ad in a large local corporate newsletter and it costs you $450. You get 27 calls which turn into 4 sales.

Which ad is performing better?

What is your cost per prospect for this ad?

(Cost of Ad) / (Number of Calls) = Cost Per Prospect

$450.00 / 27 = $16.67

Your cost per prospect is $16.67


What is your conversion rate of prospects to sold clients?

(Number of Sold Clients) / (Number of Prospects) = Conversion Rate

4 / 27 = .15 (or 15%)

Your conversion rate of prospects to sold clients is 15%


What is your cost per sold client?

(Cost of Ad ) / (Number of Sold Clients) = Cost Per Sale

$450.00 / 4 = $112.50

Your marketing cost per sale is $112.50.

Depending on your products and profit margin both of these ads may be performing well enough to merit continuation. However, based on this information we would want to look for other opportunities to expand our use of the classified ad first.

This may seem a little basic but this information is extremely valuable and often overlooked.

The outcome of most athletic contests is normally decided by a very small margin, sometimes by as little as tenths of an inch or hundredths of a second, missing that pass completion by half a step or missing one basket.

One would suspect that most winners and losers in business are also determined by very small margins.

Not giving that extra little bit of caring and customer service. Not having your presentation skills honed, not including testimonials with your sales information. Not having the most effective headline in your ad or not having a headline at all.

And worst of all, not knowing which ads are working and which should be put on the bench.

"If at first you don't succeed, try, try again. Then quit. There's no use being a damn fool about it." - W.C. Fields

Shawn Meldrum has spent the last two decades marketing everything from almonds to landscape lighting. He currently specializes in marketing for mortgage brokers, loan officers and real estate agents. For free mortgage marketing articles and much more visit: http://www.MortgageMarketingTips.com/

In The News:

#AdAgeElectionWatch: Significance of craft and creativity in political advertising, especially in GE 2019  AdAge IndiaI am sure all of you remember these ads being run on our TV screens on our one and only Doordarshan. These public *service* advertisements were released by ...
Google’s Waze partners with WPP to grow its advertising platform  DigidayGoogle navigation app Waze is ramping up its ads business with a new deal with WPP, home of ad-buying giant GroupM. WPP said its partnership with Waze ...
Programmatic advertising 101 (Infographic)  Tech in AsiaProgrammatic advertising is here and it's using machines to buy ads. How did we get here?
How to Succeed in Advertising Boycotts Without Really Trying  RealClearPoliticsOn January 8, the restaurant chain Red Lobster became the 20th major advertiser to stop running ads on Tucker Carlson's Fox News program. It's not because ...
Companies pull YouTube advertising over child exploitation fears  Financial TimesAlphabet's video platform faces concerns over facilitation of paedophile networks.
The South Story: Advertisers bank on growing potential of television in southern markets  Moneycontrol.comAccording to a 2019 report titled The Southside Story, television dominated the advertising space in south last year with 79 percent followed by radio with 16 ...
Investments in Diversity Hiring Aren’t Leading to Inclusivity in Advertising  AdweekThe ANA Educational Foundation released a report this week detailing the challenges that the advertising industry still faces when it comes to hiring and ...
Meet Memopay, the Bitcoin Cash Advertising Model That 'Pays for Attention'  Bitcoin NewsThe ad platform Memopay uses a novel approach to advertise someone's website, product or *service* by sending a small fraction of BCH to public addresses.
Amazon will survive the HQ2 fiasco. Its bigger problem is winning over reluctant advertisers  Business InsiderWelcome to the Advertising and Media Insider newsletter.
City of Weston Vs. Lamar Outdoor Advertising; trial put on hold  WV NewsThe sides have agreed to the postponement of a trial in a federal civil action in which the Bridgeport billboard company Lamar Outdoor Advertising has ...
'Unenforceable and unworkable': Government given legal warning over alcohol ad restrictions  TheJournal.ieAN ADVERTISING GROUP warned the government that it could take legal action over new laws that will prohibit alcohol ads near schools and on public ...
JCDecaux renews and extends the advertising street furniture contract in Bilbao for 15 years  GlobeNewswireJCDecaux renews and extends the advertising street furniture contract in Bilbao for 15 years. Paris, February 20th, 2019 - JCDecaux SA (Euronext Paris: DEC), ...
EBRSO looking into claims of man posing as LSU athletics employee, advertising bogus job  WAFBSeveral women in the Baton Rouge area are on high alert, alleging a strange man posing as an LSU Athletics employee has been passing out a bogus ...
Tom Goodwin Talks Advertising, Super Bowl And What He Thinks Is 'Absolutely Crap'  B&TSpend a few minutes talking to Tom Goodwin, and you will come to the conclusion that he really likes the advertising industry. Voted the #1 voice in marketing on ...
What's the life of an advertising person worth?  AdNewsIn an open letter to the industry, commentator Roy Morgan calls on the Media Federation of Australia and industry leaders to “lay down the law” and help fight ...
The future of advertising cannabis  MarkLives.comFor a *fresh*, independent and investigative view of Africa's changing media, marketing and advertising landscape.s.
US digital ad spending will finally overtake traditional in 2019  QuartzSpending on digital ads is finally overtaking traditional media—thanks to the decline of the yellow pages.
Global Advertising Market Trends, Share, Size, Growth, Opportunity and Forecast Report 2019-2024  GlobeNewswireDublin, Feb. 20, 2019 (GLOBE NEWSWIRE) -- The "Global Advertising Market: Industry Trends, Share, Size, Growth, Opportunity and Forecast 2019-2024" ...
SpaceX advertising jobs: Fabricator, supervisor and security officers among postings  Brownsville HeraldFor a while there, during the lull, not only were no Brownsville jobs posted on SpaceX's online job board, Brownsville wasn't even on the list of places the ...
Phone, TVs Offer Campaigns Unprecedented Advertising Access  Government TechnologyFrom “digital fences” around certain locations to location sharing through popular applications, political campaigns are taking advantage of the wealth of data to ...
Navy Pier awards advertising account to agency founded in New Zealand  Chicago Business JournalSources say the Pier's new communications director Cory Jobe precipitated a shakeup in advertising agency vendor for the state's most popular tourist attraction.
Lamar Advertising to appear at the Morgan Stanley Technology, Media & Telecom Conference  GlobeNewswireBATON ROUGE, La., Feb. 20, 2019 (GLOBE NEWSWIRE) -- Lamar Advertising Company (Nasdaq: LAMR) today announced that Sean Reilly, CEO of Lamar ...
Advertising meets technology  The Sun DailySilverPush, chief revenue officer, Kartik Mehta on how technology is transforming and impacting the ad industry. by Mark Mathen Victor. $tempAlt.replaceAll('"','') ...
Advertising spend to grow by 14% to Rs 80,678 crore this year  Economic TimesThe advertising market is likely to grow at 14 percent to Rs 80,678 crore this year, the fastest growing market globally, driven by strong macroeconomic factors, ...
Mediacorp 'radically restructures' advertising rate  Marketing InteractiveMediacorp said the restructured TV rate card has also been optimised for parity with digital media, resulting in potential savings of up to 80%.
In South Korea, digital advertising revenue tops $3.55 billion, surpasses broadcast ads | #AsiaNewsNetwork  Eleven MyanmarSeoul (The Korea Herald) - Advertising expenditure on digital platforms rose to over 4 trillion won ($3.55 billion) in 2018, surpassing the amount spent on ...
Emotional Advertising: This Is Your Brain on Outrage  PopdustIf it makes you mad, you'll click on it. And more brands are catching on.
Thousands of Android apps bypass Advertising ID to track users  Naked SecuritySix years after it was introduced, it looks as if Android's Advertising ID may not be the privacy forcefield Google claimed it would be.
IAA World Congress: Advertising walks the ramp to save the loom  Campaign IndiaAs a part of the inaugural day festivities at the 44th IAA World Congress, Kochi, senior industry women and men will walk the ramp for a cause.
Lamar Advertising Company Announces Fourth Quarter and Year End 2018 Operating Results  NasdaqNet revenue increased 7.4% to $427.9 million• Net income increased 9.8% to $95.7 million• Adjusted EBITDA increased 9.5% to $195.3 million..
Nike Addresses Complaints Over Incorrect Kobe 4 Protro Advertising  ComplexNike has addressed complaints that the advertising for the Nike Zoom Kobe 4 Protro 'Draft Day' incorrectly promised full-length Zoom Air cushioning.
3 Key Advertising Takeaways From the IBM Think Conference  AdweekThe 2019 IBM Think Conference in San Francisco offered several glimpses at how the venerable technology company and its partners envision the future of ...
Princess Cruises Launches First Advertising Campaign for Asia and Emerging International Markets  PRNewswireSANTA CLARITA, Calif., Feb. 20, 2019 /PRNewswire/ -- Princess Cruises today launched its first advertising campaign written and produced specifically for its ...
Labor accuses Treasurer Josh Frydenberg of potential advertising rule breach  The AdvertiserTreasurer Josh Frydenberg potentially breached strict government advertising rules by using taxpayer funds to promote himself as the Liberals deputy leader, ...
Amazon has a big advertising business. Walmart wants one too  The Seattle TimesWalmart gets 300 million shoppers visiting its stores each month, and the purchase data they generate could be a gold mine for big advertisers like Coca-Cola ...
Coca-Cola takes lead in advertising by signing deals for IPL & World cup  Economic TimesCoca-Cola has taken a big lead over arch rival PepsiCo in advertising, having signed sponsorship deals for the upcoming IPL and World Cup.
Digital advertising forecast to be No. 1; Gannett revenue drops but digital grows  WRAL Tech WireUnder the cloud of an aggressive takeover bid, Gannett reported a dip in fourth quarter revenue Wednesday. But the company said it was encouraged by growth ...
Big Drop In Advertising Giants Shares  ForbesWPP, Interpublic, Omnicom and Publicis Groupe are in a bit of a trouble. Their stocks have been affected and there is a significant drop in their share value.
Big brands like Unilever and Marriott are taking more of their advertising in-house than ever before, and a whole new cottage industry of companies is trying to cash in on the opportunity  Business InsiderAs more big brands take their advertising in-house, a new crop of companies is emerging to help them pull this off.
UK broadcasters face advertising tipping point, new study finds  The GuardianBroadcasters are facing a tipping point in the next five years where a faster decline in traditional viewing will make TV campaigns too expensive to be ...
Why Do Advertisers Keep Spending More and More With the Walled Gardens?  AdweekThe latest IAB ad spend figures came out earlier this week, painting a pretty rosy picture. Top-line numbers appear to show times are good: U.S. digital ...
Global Outdoor Advertising Market Analysis & Outlook, 2019-2023 with JCDecaux, Clear Channel Outdoor, Lamar Advertising Company, and Outfront Media Dominating - ResearchAndMarkets.com  Business WireDUBLIN--(BUSINESS WIRE)--The "Global Outdoor Advertising Market: Industry Analysis & Outlook (2019-2023)" report has been added to ...
Amazon India spent twice what Walmart-Flipkart did on ads in 2018  QuartzFlipkart and Amazon may be locked in a tight race for supremacy in Indian e-commerce, but when it comes to ad spends, the homegrown company does not ...
OYO expands international footprint with Saudi Arabia foray  ETBrandEquity.comHospitality firm OYO Wednesday said it has launched operations in Saudi Arabia with signing of deals for 50 hotels having more than 3,000 rooms across seven ...
EDITORIAL – Seeking the truth about regulations on 'truth in advertising'  Cayman CompassIt will surprise no one that, as a newspaper, the Cayman Compass strongly supports advertising. We also support “truth in advertising.” But at this moment, we ...
Donnelley Center takes home 3 advertising awards  MaroonThe Shawn M. Donnelley Center for Nonprofit Communications walked out of the 2019 ADDY Awards Gala victorious last week with three awards for their ...
Promoting African Businesses through Advertisement  THISDAY NewspapersAs stakeholders in the creative industry set for the African version of the Advertising Week, Raheem Akingbolu reports that the event will be an ideal platform for ...
News about Burberry, Walmart, McDonald's: Wake-Up Call | News  AdAge.comThe day's big news on advertising and brands, from Burberry to Walmart to McDonald's.
Chanel designer Karl Lagerfeld's legacy in advertising  More About AdvertisingKarl Lagerfeld, superstar fashion designer and guardian of the Chanel brand since 1983, has died in Paris aged 85. Not many got to wear his clothes, but.
Nine Of The Best Outdoor Advertising Campaigns  ForbesMembers of Forbes Agency Council share examples of outdoor advertising campaigns they found particularly effective, and why they worked so well.
How could Facebook’s use of blockchain affect marketing and advertising?  MarTech TodaySince Facebook and Instagram play a vital role in many brands' marketing strategies, how could the company's use of blockchain-based solutions affect ...
Up in the Air: Health Canada Considers Further Restrictions for Vaping Product Advertising  LexologyHealth Canada recently proposed measures to reduce the impact of vaping product advertising on youth and non-users of tobacco products. If…
Google to introduce Advertising Transparency Report and searchable Political Ads Library for Lok Sabha Election 2019  Business TodayThe initiative aims to bring more transparency and openness to election advertising online and enabling voters to get the election-related information they need.
Kia Motors joins hands with JYP for new advertising strategy  The Korea HeraldKIA Motors has reached out to the K-pop industry, this time collaborating with JYP Entertainment's rising new girl group ITZY in a music video.Kia Motors ...
MannKind - Scripts, Advertising, And Cash  Seeking AlphaAdvertising has slowed again. Afrezza scripts came in at less than 600. Cash sits at about $55 million.
B2B Advertising Is Boring Prospects, Study Finds 02/20/2019  MediaPost CommunicationsB2B decision makers are bored. The advertising they are getting is lackluster, and they wish it was more like the creative they see in B2C, according to a study ...
The Oscars prove viewers vote for diversity with their wallets: pay attention advertisers  The DrumWe are just days away from one of the biggest nights in the film calendar, The Academy Awards. Another year in which we'll see the finest filmmaking talent take ...
Oracle discovers another major fraud operation affecting Android users and mobile advertisers  Marketing LandA major new mobile ad fraud operation affecting Android phones, mobile apps and advertisers on the platform was revealed Wednesday by Oracle.
Sri Lanka advertising for executioners after plan to reinstate death penalty  CNNSri Lanka has started advertising for executioners after the country's President declared he would reinstate the death penalty.
Advertising, Marketing & Promotions Alert >> As More States Legalize Marijuana, Advertising And Marketing Regulations Come Into Focus - Food, Drugs, Healthcare, Life Sciences - United States  Mondaq News AlertsThe trend of states legalizing marijuana shows no signs of abating. United States Food, Drugs, Healthcare, Life Sciences Davis & Gilbert 20 Feb 2019.
18000+ Android Apps Caught Violating Google’s Advertising ID Policies  Fossbytesn a recent report, it has been revealed that devices of millions of Android users around the world might have been compromised owing to popular apps sharing ...
Advertisements can serve as catalysts for social change  The Reflector OnlineGillette's recent short film, “The Best a Man Can Be” rightly criticizes toxic masculinity and its implications for future generations. The film is the most recent ...
Google: Still 'early days' for performance advertising on YouTube  Marketing LandDeveloping the advertising business on YouTube continues to be a huge focus for Google. On its fourth-quarter earnings call Monday, company executives said ...
"Dentsu's model is closest to S4 Capital." - Sir Martin Sorrell  afaqsSorrell reveals that S4 Capital is set to start operations in India soon, starting with *content*. He also hinted at acquiring 'small, successful' agencies as a strategy.
18,000 Android Apps Track Users by Violating Advertising ID Policies  BleepingComputer18,000 Android apps with tens or hundreds of millions of installs on the Google Play Store have been found to violate Google's Play Store Advertising ID policy ...
Motion filed to delay lawsuit proceedings between Lamar Outdoor Advertising and City of Weston  WBOY.comAttorneys for both parties involved in a lawsuit related to placement of billboards are seeking a new scheduling order for the proceedings.
Northeast Alabama Community College wins three national collegiate advertising awards  Times-JournalNortheast Alabama Community College has just been notified that the college has won three awards, one gold, two silver, in the National 2018 Collegiate ...
6 Non-Advertising Ways That Facebook Can Grow  Seeking AlphaFacebook set a new record of $274 million for non-advertising revenue in Q4 2018, up 41% year-over-year. This means Facebook has an annual run rate of ...
Choose Radio Unveils Research that Demonstrates the Power of Radio Advertising  AdWorldWith World Radio Day taking place this week, Choose Radio – the Irish industry group set up to promote radio – has unveiled details of a case-study that ...
Amazon's Promising Advertising Growth Story  Seeking AlphaAmazon.com Inc. is making serious inroads in the global digital advertising business. Covering the expected growth of this lucrative market on a macro level. Ho.
Advertisers can now view Google mobile speed scores for more landing pages  Search Engine LandAdvertisers can now see the loading speeds of more mobile landing pages, due to an algorithm update announced Tuesday by Google Ads. The mobile speed ...
To attract direct response advertisers, Reddit adds more performance tools  DigidayReddit is working to lure performance-obsessed advertisers with new tools. After releasing cost-per-click buying last month, Reddit has launched app install as a ...
The country advertising for 'moral' executioners  New Zealand HeraldA small island nation has made global headlines after advertising vacant positions for hangmen. The controversial job ads were featured in local papers in Sri ...
Jeff Bezos used to hate spending money on ads, but told employees in November he 'changed his mind'  CNBCAmazon used to reject the need for ad spending, but Jeff Bezos has changed his view and turned the company into a major advertiser.
Pika-choose this home: Baltimore realtor gets creative with Pokémon advertising  WBAL TV BaltimoreRealtors in Baltimore are hoping their creative advertising campaign will make a future home buyer Pika-choose their listing. The Dudley | Roan Home Team of ...
Marketers are Shifting Advertising Budgets to LinkedIn  Search Engine JournalMarketers are reportedly shifting advertising budgets away from platforms like Facebook and Twitter, and spending more on LinkedIn ads. According to a ...
Track Takeover: Art replaces advertising in SEPTA station  WHYYDozens of artists have taken over the SEPTA subway station walls at Walnut Street in Philadelphia. For the next month, all the advertising billboards along the ...
'Gingers deal with enough': The best complaints rubbished by the Advertising Standards Authority  NewshubFrom 'mangling' of the anthem to use of the word 'Techmas', here's what got our goat.
Apple and Google waged an advertising duel at the Grammys: Monday Wake-Up Call  AdAge.comChildish Gambino starred in a Google ad that aired on CBS during the Grammys, while Ariana Grande was in an Apple ad.
NHS England to ban GPs from advertising private services  The GuardianGPs are being banned from advertising private healthcare services in their surgeries and from allowing for-profit family doctor firms to offer care there, amid ...
In search of bigger brand budgets, Amazon is beefing up its brand metrics  DigidayAmazon is trying to prove to marketers that it can not only sell their products but sell new customers on buying their products with a new metric.
New Telstra payphones with advertising screens may face opposition from Adelaide council  ABC NewsTelstra faces a potential clash with Adelaide City Council if it wants to display third-party advertising on new payphones that have already sparked controversy in ...
Bing to require LegitScript certification for addiction recovery advertisers  Search Engine LandBing announced on Wednesday it is requiring drug and alcohol addiction recovery spaces to be certified by LegitScript before they can run ad campaigns on the ...
Japan announces casino advertising restrictions  CalvinAyre.comJapan is making progress toward introducing the first steps of its newly approved integrated resort (IR) industry. While it has yet to launch the official bidding ...
ADVERTISING CHINA'S THUGGISH 'SOCIALISM'  Herald SunPromoting China's communist regime to Australia's 1.2 million ethnic Chinese:
Will Small Advertisers Stand By Facebook During A Downturn?  AdExchangerFacebook CFO David Wehner recently told investors that even if the economy falters, Facebook's ability to measure advertising returns is its saving grace.

Why Not Use the Humble Fax in Your Advertising Strategy?

When my daughter complained recently about the prohibitive cost of... Read More

The Ultimate, ?Must-Have? Home-Based Business for YOU

The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed,... Read More

Change, or Reinforce?

Do you know about the distinction - and it's a... Read More

How to Write Great Headlines

According to experts, just changing the headline of an ad... Read More

The Power of...

You certainly must know that Many Big Marketers consider COPYWRITING... Read More

Ads Dont Sell - People Do !

More about advertising by BIG Mike McDanielAdvertising is not a... Read More

Free Internet Advertising: 6 Proven Ways To Prevent Your Competitors From Stealing Your Customers

It is getting harder daily to generate traffic.And when you... Read More

Whats The Frequency?

The more things change, some say, the more things stay... Read More

Cable TV Advertising; Mobile Detailing Customers

If you own a mobile detailing business or mobile car... Read More

Do Your Business Cards Say Who You REALLY Are?

Here are a couple of tips for creating an eye... Read More

Organizing Business Cards for Effective Contact Management

Now that you've had colorful new business cards printed, and... Read More

Yellow Pages Ads - Buying Secrets

Yellow Pages Ads - Buying SecretsOK- let's agree that many... Read More

Moving Message Board

Moving message boards are used in the areas where continuous... Read More

How To Write More Powerful Brochures, Leaflets, And Catalogues

Probably the most interesting thing about brochures and leaflets is... Read More

Joint Ventures Increase Profits Quickly

A joint venture is when two or more businesses join... Read More

80% of All Advertising Is Wasted Due To This Common Mistake

You're flipping through this publication as you wait for your... Read More

CD Business Cards- Why Use Them?

CD Business cards are the electronic version of the now... Read More

Small Business Image

The single easiest way to increase sales is to look... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

The $500.00 A Month Plan

One way to make extra money or start a... Read More

50 Surefire Business Card Tips

Business cards are one of the most powerful and inexpensive... Read More

10 Tips to Use Giveaways Effectively

Walk around any trade or consumer show and you will... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

8 Low Cost Ways To Advertise, Promote and Market Your Business

We all are looking for ways to market our businesses... Read More

10 Tips For Writing A Profit Producing Ad

1. You can get ad copy ideas by studying similar... Read More