What?s the Score? > NetSparsh - Viral Content you Love & Share

Home
>
Advertising
>
What?s the Score?

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:

Amazon is turning advertising into its next huge business — here's how CNBCHere's how Amazon sells ads, and why it has a natural edge over Google and Facebook in some areas.

Netflix Insists It Won’t Move Into Selling Advertising VarietyNetflix wants you to know: It doesn't have any plans now or in the future to start running commercials on its streaming *service*. Company execs have have ...

VidCon, seed-stage dilution, advertising, privacy, and building a career in design TechCrunchThe need-to-know takeaways from VidCon 2019 Extra Crunch media columnist Eric Peckham took part in all the craziness that has become VidCon this past ...

The Other Side Of Outdoor Advertising Crunchbase NewsA few weeks ago we wrote about how established startups like Brex and Eaze are using outdoor advertising to get attention from consumers who are overly ...

BBC Global News plans to beef up advertising sales staff in 2019 DigidayAfter a period of downsizing and cost-cutting, BBC Global News is back on a growth path with plans to hire approximately 20 staff across advertising sales and ...

McDonald's, Nestlé and Virgin Media Join Blockchain in Advertising Pilot CointelegraphMcDonald's, Nestlé and Virgin Media have joined a new blockchain pilot seeking to increase transparency in advertising online. Developed by the Joint Industry ...

Amazon asked some advertisers to increase spend on Prime Day by at least 100% CNBCAmazon Prime Day 2019 will add Prime subscribers and is an opportunity for Amazon to push companies to spend more on advertising, some experts told ...

Poor Sales: Is it time for automobile industry to take the digital advertising route? Exchange4MediaAs sales continue to slide and the industry looks at ways to reverse the trend, will automobile makers now turn to digital advertising versus the more expensive ...

How an Advertisement's Environment Affects Its Success Business News DailyWhile studying subjects' brain activity, researchers found that where an ad is seen and the *content* it's associated with impacts brand perception.

Bootstrapped ad-tech startup UrbanIQ is giving advertisers out-of-home solutions for better visibility YourStoryBengaluru-based startup DOOH is a marketplace for advertisers and businesses to find the best deal and location for placing their advertisements on a digital ...

Facebook Will Now Show You How To Opt Out Of Targeted Ads BuzzFeed NewsThe new tool tells you how an ad was targeted and which third-party agency or data broker was used. It also links to pages to opt out.

Google suspends ticket site Viagogo from advertising BBC NewsGoogle has suspended Viagogo as an advertiser, after claims touts resell tickets at inflated prices on the site. The Competition and Market Authority is taking the ...

CHART: Omnicom's growth areas with advertising leading the charge AdNewsOrganic growth for advertising was 4.4% for the second quarter compared to the same three months last year.

WPP should be the LVMH of advertising, says chief exec WarcMark Read, the chief executive of WPP has said he would like the company he runs to resemble the multi-brand, single-culture success of luxury group LVMH or ...

The Green Party backs The Coalition for Reform in Political Advertising The DrumThe Green Party has voiced its support for The Coalition for Reform in Political Advertising's campaign to implement a four-point plan that would improve the ...

The rise of programmatic outdoor: What advertisers need to know EconsultancyProgrammatic trading is slowly but surely revolutionising digital out-of-home (DOOH) advertising. Here's what advertisers need to know about this burgeoning ...

Continental challenge – advanced TV advertising across Europe and the US VideonetThe way we consume television has evolved significantly, leading to exponential growth in the realm of Advanced TV advertising. This allows marketers a ...

Why commerce companies are the advertising players to watch in a privacy-centric world TechCrunchThe unchecked digital land grab for consumers' personal data that has been going on for more than a decade is coming to an end, and the dominoes have ...

Nigel Farage exclusive: 'Advertising? I might fancy it myself one day' CampaignLiveLove him or loathe him (and it's a measure of the Brexit Party leader's success that few are indifferent to him), Nigel Farage knows how to get a simple message ...

Traditional Advertising, A Thing Of The Past? Not According To This Report ForbesAccording to a report by the World Federation of Advertisers, given the statement “Looking ahead five years, I can imagine a world without traditional advertising ...

How retailers can avoid the 9 biggest pitfalls of Facebook advertising Marketing LandFacebook's ad business shows no signs of slowing, generating $14.9 billion during the first quarter of the year. That's up 26% year over year. With this growth ...

Snap approaching inflection point: Pivotal Advertising CNBCMichael Levine of Pivotal Research and Keith Bliss of Cuttone and Company join CNBC's "Closing Bell" team to discuss tech companies investors should be ...

The relationship between insight and advertising | Thought Leadership IBC365Data insight is the key tool for delivering addressable advertising, writes Synamedia product manager Adam Davies.

When advertising created celebrities Business StandardRead more about When advertising created celebrities on Business Standard. Airtel 4G girl Sasha Chhetri is a better-known face across India than most ...

Everyone at this new advertising agency has served time in prison Fast CompanyVincent Bragg served five years, one month, and 22 days in federal prison on drug charges. In that time, he studied corporate and real estate law and read more ...

North America Mobile Advertising Market is Estimated to Reach $103.02 Billion in 2025, Representing a 2019-2025 CAGR of 17.22% - ResearchAndMarkets.com Business WireDUBLIN--(BUSINESS WIRE)--The "North America Mobile Advertising Market by Solution Format, Advertising Type, Industry Vertical, Mobile Device, and Country ...

Marketers Will Spend $1 Billion on Podcast Advertising by 2021 [REPORT] Search Engine JournalNew figures show that marketers spent $479 million on podcasts ads last year, and are projected to spend over $1 billion by 2021.

Engaging users and boosting advertising with AI IBC365Join IBC365 on Thursday 8 August to explore how artificial intelligence and machine learning can be used to engage with consumers in the new digital market.

Microsoft Advertising Rolls Out Tool That Creates Hundreds of Ad Variations Search Engine JournalMicrosoft Advertising is introducing ad customizers which help reduce setup time and are also said to improve ad quality.

5 Hot Online Advertising Trends in Europe EntrepreneurIn the first six months of 2018, businesses spent 25.7 billion euros on online advertising. If you're running a business in Europe, these stats prove that you can't ...

Internet advertising in Australia inches closer to $10 billion mark Consultancy.com.auAustralia's advertising market is set to grow substantially in the near future, driven primarily by growth in the online advertising space.

Q&A: Retiring Grey Chairman Jim Heekin Reflects on 45 Years in Advertising and His Second Job as a Fictional FBI Agent AdweekHas anyone told you lately that the ad industry is dying? Jim Heekin has heard that one so many times that it's almost funny. This week, the executive chairman ...

Online advertising will be more than half of ad spend by 2021 QuartzOnline advertising will soon just be “advertising.” Online ads will claim more than half—52%—of global ad spending for the first time in 2021, according to a new ...

Weiwei awarded 230k euro in damages for advertising infringement Hurriyet Daily NewsA Danish court July 17 ordered a Volkswagen dealer to pay Chinese artist Ai Weiwei more than 230000 euros in damages for using one of the artist's works in ...

Snap turns to search giant Baidu to court Chinese advertisers TechCrunchTwo years have passed since Snap Inc. first struck a deal with Baidu that authorized China's largest search engine to be a reseller of Snapchat ads for ...

Omnicom reports advertising revenue growth but slower PR business AdNewsGlobal organic revenue was up 2.8% in the second quarter of 2019 when compared to the same second three months last year.

Netflix’s Fyre Festival doc made Jerry Media an Emmy nominee QuartzyJerry Media, aka @fuckjerry, aka the creator of Fyre Festival's notorious promotional materials, was nominated for four Emmys yesterday (July 16) thanks to its ...

Ageism in advertising: Serve my interests, not your lazy profiles CampaignLiveWe're the generation who invented rave culture, but advertising thinks we're cholesterol-riddled harpies who can eat only soft food.

Zenith: Romanian advertising market is slowing down Romania-Insider.comThe advertising market in Romania is starting to slow down, after two years of accelerated growth, according to a study by media agency Zenith Romania.

Brazilian Advertising Market Embraces Technology Companies as Media Companies Folha de S.PauloHistorically, companies like Facebook and Google defined themselves as technology companies.

Advertising gender rules 'don't go far enough' Cambridge NetworkNew Advertising Standard Authority (ASA) rules may not be enough to prevent more subtle manifestations of gender stereotypes in advertisements, according to ...

Simpli.fi Launches Foot Traffic Attribution for OTT/CTV Advertising PRNewswireFT. WORTH, Texas, July 16, 2019 /PRNewswire/ -- Today, Simpli.fi, the leading programmatic platform for addressable, mobile, and OTT/CTV advertising, ...

Google Advertising Database Faces Criticism Over Missing Political Ads, Errors CheddarFollowing questions over transparency and Russian interference in the 2016 election, Google set up a searchable database of political ads. Nearly one year ...

ASCI upholds complaints against 114 misleading advertisements Economic TimesAdvertising sector watchdog ASCI upheld complaints against 114 misleading advertisements in April this year, including those of PharmEasy, Kingfisher Radler, ...

Global Mobile Advertising market 2019: size, share, demand, trends, growth & 2022 forecasts explored in latest research EIN NewsMobile Advertising - Market Demand, Growth, Opportunities, Manufacturers and Analysis of Top Key Players to 2022”

Early SMI: Advertising agency spend hovers below the line AdNewsAgency ad spend was down just 2.3% for the full financial year to the end of June, according to early SMI numbers reported by investment bank UBS.

Microsoft Advertising says it’s keeping average position reporting Search Engine LandMicrosoft Advertising (formerly Bing Ads) has added the position-based impression share metrics that Google introduced last fall. But, unlike Google, it said ...

Tips on advertising regulated products and services Galway AdvertiserMarketing and advertising are key areas for the majority of businesses all over the world, however, those businesses that are advertising products or services ...

UK’s CMA launches investigation into digital advertising and its ‘potential harm’ to consumers TechCrunchJust two weeks after the U.K.'s information commissioner published a damning report setting out major privacy and other concerns about programmatic ...

‘Nascent and nebulous’: The state of CBD advertising DigidayWhen Hath, a newly launched CBD brand, had an ad approved to run on Facebook and Instagram earlier this month, the video didn't show any of the company's ...

New Nielsen service offers podcast audience insights for advertising Marketing LandMarketing research firm Nielsen has launched a *service* to provide podcasting networks with insights on their audiences such as genre preferences and ...

MLB expected to introduce advertising patches to uniforms within three years, report says CBS SportsIt won't be long before advertising patches make their way to MLB uniforms. According to Terry Lefton of Sports Business Daily, there is "considerable interest" in ...

Advertising's search for purpose and how it can actually drive change The DrumOur industry is obsessed with the word “purpose.” There are entire conferences, events and award ceremonies dedicated to it. It's truly the buzziest of buzzwords ...

Gender stereotypes in advertising have been banned in the UK Vox.comThe British advertising regulator gave agencies six months to eliminate stereotypes "likely to cause harm, or serious or widespread offense."

Advertising patches on uniforms are 'inevitable,' MLB executive says Frederick News PostFor something that takes up only 6.25 square inches of uniform space, the advertising patches now worn by all 30 NBA teams have had a sizable impact on their ...

Microsoft Advertising, FKA Bing Ads, Rolls Out Support for Parallel Tracking Search Engine JournalMicrosoft Advertising is rolling out a series of new features designed to help pages load faster after an ad click.

The online advertising revolution The Hans IndiaAdvertising has been a part of our civilization almost since the emerge of mankind. In the earlier days, when we lacked modern and innovative technology, we ...

Dyson Fan Advertisement Banned for Misleading Viewers Over Cord BloombergA television ad for a Dyson fan has been banned in the U.K. for giving the misleading impression that it is cordless.

Conceptual Advertising Image Photoshop Walkthrough FstoppersIn this composite walkthrough, I take you through the various processes it took to create this advertising image. Throughout the video, you will hear my thoughts ...

Advertising industry closes in on a new target: influencers Financial TimesWorld's largest agencies race to develop platforms to connect brands with social media stars.

Baidu and Snap Inc. Extend Sales Partnership; Plan to Extend Advertising in China MarTech AdvisorThrough this partnership, advertisers in these countries can leverage Snapchat's robust global reach and highly engaged community to grow their business ...

Advertising firm WPP to sell 60% stake in Kantar to Bain Capital for $4 bn Business StandardAdvertising giant WPP has agreed to sell a 60 per cent stake in data analytics arm Kantar to private equity firm Bain Capital, in a deal that values Kantar at about ...

Microsoft Advertising Offers Clearer Data on Ad Positions in Search Results Search Engine JournalMicrosoft Advertising will now provide clearer insights on where ads are appearing in Bing search results.

This Is How Much Disney Is Spending On ‘Lion King’ Advertising International Business TimesDisney is topping all other studios in commercial spending to maximize exposure of "The Lion King" over its debut weekend.

Zeta Takes Over PlaceIQ’s Advertising Business And Marches Into Media AdExchangerZeta Global, the marketing tech and data cloud, announced a strategic partnership with the location data company PlaceIQ on Thursday that will see Zeta take ...

Travelocity ships media to Havas and creative to Proof Advertising AdAge.comDecisions follow separate reviews in April, ahead of a year of "risk-taking' for the travel site.

Advertising and media execs really want Netflix to have ads DigidayAdvertisers are confident that Netflix is going to one day have ads -- or, at the very least, they really, really want Netflix to have ads.

Behavioural advertising is out of control, warns UK watchdog TechCrunchThe online behavioural advertising industry is illegally profiling internet users. That's the damning assessment of the U.K.'s data protection regulator in an update ...

Pinnacle Advertising Names Tracy Richards Its First-Ever Chief Growth Officer BenzingaSCHAUMBURG, Ill., June 17, 2019 /PRNewswire/ -- Pinnacle Advertising announced today that Tracy Richards is joining the agency as their inaugural Chief ...

What Agencies Get Wrong About Measuring TV Advertising AdExchanger“On TV And Video” is a column exploring opportunities and challenges in advanced TV and video. Today's column is written by Philip Inghelbrecht, co-founder ...

Tinder, Zomato, Tide, Reebok Are Using Whatsapp Stickers For Advertising Push: Will This Work? Trak.inWhatsapp stickers are the new form of advertisements! Brands such as Zomato, Tide, Reebok, Tinder and others are using the stickers for pushing ...

UK launches investigation into Facebook and Google for dominating digital advertising CNBCThe U.K.'s competition watchdog said it was assessing whether online platforms are harming consumers and competition in the digital ad market.

GSK media lead to chair The Drum Digital Advertising Awards APAC 2019 The DrumSilas Lewis-Meilus, APAC director, media consumer health from GlaxoSmithKline (GSK) will chair The Drum Digital Advertising Awards APAC 2019.

Meet Facebook's most powerful advertising executives Business InsiderFacebook's business is changing. These are the execs who are key to keeping the social network growing amid regulation and privacy challenges.

Fool Advertising Trackers with Mozilla's 'Track This' LifehackerNobody likes annoying internet advertisements, that's for sure. And it's even creepier when you visit one website, do the web's equivalent of a little ...

UK watchdog singles out Google, Facebook in advertising probe ZDNetThe CMA wants to understand exactly how dominant the tech giants are in UK advertising.

SPONSORED ADVERTISING BY NORTHSHORE UNIVERSITY HEALTHSYSTEM: Dr. Joseph Muldoon Fox 32 ChicagoSPONSORED ADVERTISING BY NORTHSHORE UNIVERSITY HEALTHSYSTEM: Joseph P. Muldoon, M.D. is the Director of Colon/Rectal Surgery at ...

What advertising means in the age of spatial computing EconsultancyAdvertisers have long been experimenting with spatial computing. Sam Huber of Admix looks at what the near future may hold for ads in VR and AR.

Advertisers and digital media companies form a new Global Alliance for Responsible Media TechCrunchMany of the major players in online advertising have come together to create an organization called the Global Alliance for Responsible Media, which is ...

The month in advertising: Friction between love and hate still drives creativity CampaignLiveIt's unlikely that William Blake had the ad industry in mind when he wrote: "Without contraries is no progression. Attraction and repulsion, reason and energy, ...

YouTube Tries to Get Video Stars Off Their Advertising Addiction BloombergYouTube has a message for thousands of creators who work with the digital video giant: Advertising isn't the only way to make money.

Better times ahead for PayTV as advertisers rejig marketing strategy The Financial ExpressThe development has generated mixed reactions within the media fraternity. It is believed that there may be little to no impact on the viewership of the channels, ...

Key West bans mobile advertising trucks. They’re a safety hazard, police say. Bradenton HeraldKey West city commissioners on Tuesday voted 4-0 to ban a mobile advertising truck known for its colorful LED screens. Police called it a distraction for drivers ...

Watch: Advertising legend Martin Sorrell speaks to Euronews on the new reality of advertising Euronews English"The best question to ask is not is the client happy, it's are we adding value" advises advertising giant Martin Sorrell.

Advertising’s hits and misses at the Cricket World Cup BusinessLineIt could have been the SuperBowl moment for Indian advertising but was a tame innings.

Out-Of-Home Advertising Solution Provider Quorum Leverages Quadrant's Filtered, Authenticated Location Data to Reach Consumer in Motion with Accuracy and Scalability MarTech SeriesQuadrant, the platform that maps and authenticates data making it easier to buy and sell quality, authentic data feeds, announced that it is providing out-of-home ...

AR Advertising: A Gimmick Or A New Advertising Frontier? ForbesThere's no denying that augmented reality delivers unique, engaging experiences and offers new creative possibilities, but will AR advertising ever go ...

Talon: realising our AdTech investment in Out of Home More About Advertising | Insights into AdvertisingAs Talon Outdoor's AdTech platforms continue to develop at pace to reach tangible and scalable delivery, Josko Grljevic – Talon's CTO – outlines the four-point.

DeLand film studio lands lingerie advertising deal | Business The West Volusia BeaconA commercial film studio based in Downtown DeLand is making a series of commercials for an Australian lingerie maker.

Mica introduces eco advertising campaign DiyWeek.netThe Mica co-operative of independent retailers (Mica) has unveiled plans several months in the making for its first ever eco advertising campaign, which will run ...

For advertisers, the Emmy halo effect is a thing of the past AdAge.comAdvertisers looking to shill for their products and services within the context of an Emmy Award-winning series are once again more or less out of luck, ...

Instagram Advertising: Do You Know It, When You See It? NPR"Micro-influencers" work with big companies to sell products on social media. Consumer groups are increasingly concerned that many posts on Instagram and ...

Facebook says it fixed a glitch that led some advertisers to miss campaign goals AdAge.comThe issue affected a premium video-ad offering for shows on the social network's Watch video portal.

Advertising Deals Available On PSN & Steelers Now Pittsburgh Sports NowThe opening of camp for Pitt, the Steelers and high school football are all just weeks away so it's officially football season again in Western Pennsylvania.

Impact Engine accuses Google of copying its patented digital advertising technology www.computing.co.ukA California-based tech firm, called Impact Engine, has accused Google of copying its digital advertising technology, infringing six of its patents. In its lawsuit ...

P&G steps up advertising game on equal pay for women Cincinnati Business CourierProcter & Gamble launched a commercial in March to advocate equal pay for women who play soccer, and on Sunday the company pressed the issue further ...

Marketing and advertising professionals lack empathy, Reach study finds CampaignLiveThose who work in the advertising and marketing industry lack the necessary skills to connect with consumers on an emotional level, don't like to share and are ...

Cannes Lions: Is advertising bridging the digital vs traditional divide? The HinduWith the 2019 Cannes Lions International Festival of Creativity underway, a look into the jugalbandhi between the traditional and digital in the advertising world.

bwin engages Fresh8 to support German and Austrian advertising Gaming IntelligenceMarketing solutions provider Fresh8 Gaming has been selected to deliver automated marketing technology to GVC's leading sports betting brand bwin. bwin has ...

How Digital Advertising Markets Really Work The American ProspectThis article appears in the Summer 2019 issue of The American Prospect magazine. Subscribe here.

What?s the Score?

Advertising Advertising