How To Track Your Advertising Like A Hawk > NetSparsh

Home
>
Advertising
>
How To Track Your Advertising Like A Hawk

How To Track Your Advertising Like A Hawk

Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!

Developing a tracking system: As a business owner/executive/manager, you need an efficient way to record and evaluate the results from your advertising and marketing programs. To get started, you will need a "prospect card" which includes a list of ALL the places you advertise and market your company. This prospect card must be current and complete, so your staff will be able to accurately track the results from each advertising/marketing source. Your business should also have a phone log, a summary of the daily and weekly advertising results and a report to summarize the month. Be certain each advertising source you are using has its own column for each report. Often, advertising sources are bunched together in the same category or column on the weekly or monthly recap, making it impossible to track the performance of your advertising/marketing.

Tip From The Coach: When asking your team to provide a summary of advertising and marketing results, have them sign and date the form. This is a reminder that they are accountable for the timely and accurate "source" information which is reflected on each report.

Identifying the source: To accurately evaluate the performance of your advertising program, begin by deleting "drive-by" as a source on your customer card and tracking systems. In most cases, your customers read or heard something about your company before they came to your office or called your company. Next, have your team design a marketing easel or a three-ring binder, which has a sample of the advertising and marketing being done. Then, ask your team to begin each appointment or meeting at this marketing easel or with their three-ring binder, so they can ask each customer if they have seen your current advertising or marketing pieces. NOW, this is the time for your team to record this timely information on the customer card, to accurately identify the advertising which brought this customer to your company. And by using this technique with every new customer served by your team, your weekly and monthly tracking reports will now reflect a more accurate picture of which advertising and marketing source is most effective.

Tip From The Coach: Of course, a tracking system can also be computerized and very powerful, but the steps/tips outlined in the paragraph above are still the same.

Creating a file for return prospects: Wow! Isn't it great when a return-prospect becomes a sale? Such fun! Unfortunately, identifying the original advertising source which brought this prospect to your business the first time is a major problem for most companies. Often, your team will hear from a return-prospect, "I was just here a few months ago and decided to contact you again." But each sale that is made by your company, which comes from a particular advertising or marketing source, makes it easy to justify which advertising/marketing you will continue to use. And since advertising and marketing is such a large monthly expenditure for most businesses, isn't it important to know what's working and what's NOT?

Tip From The Coach: Create a master file of prospect cards for all prospects and have your team file the prospect cards from each day into a small box by last name, sorted A-Z. Now, when "Peter Smith" returns in three months after his first visit or phone call and says he wants to buy your product or use service, your team can simply go to this small box and behind "S" the original prospect card is right there! This is an instant way for your company to source its advertising and marketing. More importantly, your staff will have in their hand the background of this prospect and can create instant rapport. Instant rapport equals higher closing ratios, a double win! Of course, a follow-up system can also be computerized, but the steps/tips outlined in this paragraph are still the same. Once you have these systems in place, you can then calculate your: cost-per-phone-call, cost for bringing a prospect to your business and cost-per-sale! For a free analysis of your advertising tracking forms or the results you are receiving, fax your system/results to The Coach at 435-615-8670 and receive 20 minutes of complimentary coaching!

Author's note: Ernest F. Oriente, The Coach, is the founder of PowerHour® a professional business coaching/recruiting service and the author of SmartMatch Alliances?. He has spent 17,500 hours [since 1995] delivering customized training, by telephone, in leadership, traditional/Internet marketing and sales for fast growing sales companies and entrepreneurial businesses worldwide. PowerHour® specializes in global distance learning by telephone, using their state-of-the-art conference call system for interactive and dynamic TeleForums. Twice-monthly TeleForums link 10-100 executives/professionals/individuals who are geographically dispersed, in a time efficient and profitable format.

PowerHour® is based in Olympic-town?Park City, Utah, at 435-615-8486, by E-mail [email protected] or visit their TeleForum website: http://www.powerhour.com. To receive a FREE success newsletter, with subscribers in 74 countries, send an E-mail to: [email protected]. Recent PowerHour® articles have appeared in 4000+ business/trade publications and websites.

In The News:

Forbes
Debunking Myths: Don't Count Out Traditional Advertising Channels; Embrace Them
Forbes
The widespread belief that web and social media ads are giving a higher ROI than the "old-fashioned" TV, press, and radio advertising is a costly myth. The myth hinges on the belief that the more precise targeting achieved by digital advertising not ...

The Guardian
Apple cuts cookies – but there is more to come in the online advertising arms race
The Guardian
Apple is cutting down on how many cookies advertisers can force on to your devices, with changes coming to iPhones, iPads and Macs. The advertisers, naturally, are not happy. Digital cookies are small text files that can be used to track users as they ...

ZDNet
iOS 11 rolls out today with Safari anti-tracking: Here's why advertisers hate it
ZDNet
Apple is rolling out iOS 11 and macOS High Sierra today, bringing with them a new cookie anti-tracking feature in Safari that advertising groups say will "sabotage the economic model for the internet". Globally, iOS is dwarfed by Android, but Safari ...
Apple blocking ads that follow users around web is 'sabotage', says ...The Guardian
Safari 11: Apple slammed by ad industry for deleting third-party ...NEWS.com.au
Advertising trade groups deeply concerned about Apple's cookie blockerMarketing magazine Australia (registration)

all 34 news articles »

MuMbrella
Uber just sued one of its ad agencies, and it points to growing mistrust with mobile advertising
CNBC
Uber is suing mobile marketing agency Fetch Media for allegedly "squandering" tens of millions of dollars on its ads. Uber claims in a lawsuit the ads were not viewable by people or were placed on websites that don't exist. Uber's ad issues are ...
Unwanted ads on Breitbart lead to massive click fraud revelations, Uber claimsArs Technica
Uber sues Dentsu agency over allegations of fraud and negligenceMuMbrella
Uber is suing an ad agency for click fraud related to advertisements that ran on BreitbartTimes of India

all 33 news articles »

HuffPost
Grab Them By The Ears: 3 Facts About Audio Advertising You Need to Know
HuffPost
I've been selling audio for a long time and consider it one of the hardest-working and most promising forms of advertising out there. In fact, the IAB has estimated that 79% of audio consumption takes place in moments when visual media cannot reach us ...

Hyperallergic
Handcrafted Japanese Shop Signs Perfected the Art of Advertising
Hyperallergic
Known as kanban, these ancient advertisements were highly specific, not only in terms of the goods they marketed, but also in terms of their designs and messages. Shop owners often commissioned professional artisans known as kanban-shi to craft them, ...

Business Insider
What you need to know in advertising today - Business Insider
Business Insider
Sports are as much about fandom and conversation as they are about watching games, and for a long time ESPN's hit show "SportsCenter" owned that ...

and more »

Phys.Org
Study finds religious program advertising appeals mainly to fear
Phys.Org
Christians and fundamentalists are a major section of American society, with influence in political, social and economic circles. Yet, little is known about how advertisers work to reach a fundamentalist population. A study from the University of ...

Bloomberg
Facebook Can't Leave Advertising Business on Autopilot - Bloomberg
Bloomberg
Internet companies live in fear of being labeled censors. Google, Facebook, Twitter and other big web companies squirm when politicians or other people ...

and more »

Marketing Land
5 futuristic advertising channels and the first rule of advertising dynamics
Marketing Land
There are already plenty of mobile games that use in-app advertising to monetize “free” games. As virtual reality takes off (some say it will grow to a $75 billion business by 2021!), why wouldn't we see VR ad growth as well? For example, a car ad that ...

Google News

How To Track Your Advertising Like A Hawk

Advertising Advertising