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How To Gauge Your Ad Campaign?

The success of ad campaigns are not easy to gauge since you don’t have any formula to help you in computing just how much of your postcards for example, has been converted into dollars.

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The success of ad campaigns are not easy to gauge since you don’t have any formula to help you in computing just how much of your postcards for example, has been converted into dollars. However, you may always apply trial and error methods but even this will not provide you with the exact figure of how much you have earned from your ad campaign. The trial and error method will only provide you with a rough estimate of how much returns in terms of sales your ad campaign has brought your business.

Some may tell you that you can assess or monitor your sales by the number of new customers that your business is getting everyday. But just how many business owners really do this? Probably very few and only those with very small businesses wherein their customers are composed of a couple of number of friends, relatives, neighbors that the business owner really gets in contact with most of the time. So just how would a business owner knew that the customers are new? There really is no way of telling unless of course the business owner religiously checks on her surveillance camera and take note of not so familiar faces that enters his establishment. Let’s face it; it’s very hard to remember every single customer that enters a store.

And so just how are you to gauge whether your ad campaign did work or not? Here’s how: In every ad campaign you have a certain product or service that you wish to promote and so obviously an increase in the sales of that certain product or service will tell you that your ad campaign was successful. Now if the opposite happens, it only signifies that you ought to think of other ad campaign alternative to help you in promoting your products and services.

Another way is to compare your sales before, during and after your ad campaign. However, don’t expect that you have an outright result because there are some ad drives that really take quite sometime before result can be achieved. One way of an effective ad campaign is one where a business offers discounted items attached to some of their highly saleable products are great in enticing customers to take hold of products and services a business is offering.

There are also some businesses that held raffle promos wherein they give away cars for prices. What they usually do is to place a bracket on every purchase of their customers. Telling customers that the higher the amount of purchase the more the quantity of raffle tickets given. And since most customers want to win the price they tend to purchase more to earn more tickets. This kind of ad campaign is generally employed by malls and other big businesses.

Lastly, before setting on any advertising or promotional expedition try to have a concrete and concise goal of what you want to achieve. It is important so that you will be guided not only in your choice of ad campaign but also to direct all your endeavors towards your goal.

 

How To Get More People To Read Your Ad Til The End

Discover some fantastic tips on getting your reader to get past your headline and read your entire business offer, giving you much more chance of turning it into business profits!

copywriting, copywriting course, advertising, marketing, business advertising, writing bullets, educational copy, problem-solving copy

Obviously, if you're paying to advertise your business, you want people to read your whole ad, so they know what you're offering and can make an informed decision about whether to do business with you, don't you? Here's a few ideas you can use in your advertising to keep your reader interested:- conversational short sentences, subheadings, break up long text into short paragraphs, using bullets to speed the reader through your copy, problem-solving copy the reader identifies with, talking in "What's in it for me?" terms, educational copy, and not revealing price til the end.

Firstly, you need to be aware of the WIIFM (what's in it for me) concept. What that means is you need to constantly tell your customer what's in your ad for them, because if they're reading your ad it's only to find out something that they want to know about. YOUR ADS NEED TO BE THE ONES THAT REWARD THEM (while your competitors' BORE them). This also means you should understand the difference between benefits and features.

Let's say you sell a colour TV with a 90" screen - that's the feature. But the benefit of this is that the screen is so big that it makes your lounge room feel like a cinema! That's the benefit, ok? Let me now introduce you to two powerful words which will automatically suck out the benefit of any feature;

"WHICH MEANS"

In the example above, in order to put it into WIIFM terms, you could put it together like this - "This sensational TV has a whopping 90" screen, which means you can virtually turn your lounge room into a cinema!".

Another powerful tool you can use in your copy is bullets. Why? Because you can package up your most exciting and riveting benefits into short little bursts. In fact, the effect of bullet after bullet of really amazing benefits can actually cause nervous tension in your reader. They can get so excited that they literally can't read any more and go straight to the ordering details. That's how powerful they are!

Here are some examples of how intriguing bullets can be in your advertising (then you can just adapt them to your own business)

* Why the advertising you're probably running right now is wasting you thousands of dollars, and what you need to do to turn that loss into cash

* How to get movie and TV stars to help you sell your product or service

* How to get hundreds of prospects to seek YOU out

* The one mistake 99% of businesses make which loses them tons of credibility... and thousands of dollars in sales

* The secret about human nature which expert salespeople use to make their fortune

* 11 simple ways to make your business the "king" of your industry

In fact, each bullet point you write in your advertising should be just like mini headlines that promise something of value to the reader. You might have 25 or 50 bullet points in a long sales letter, if each of them are like a mini headline, then you may only need one to stand out to your reader and make them say "Yes, I need to know more about this!"

And this is also where educational copy comes in. You can't assume that people know as much about your business as you do. You work in it every day, and possibly been doing it for years, and often you can get frustrated because you don't think your customers respect your value. But the reality is, THEY DON'T UNDERSTAND YOUR VALUE.

So you need to educate them about the value you offer. If you tell them something about your company, then your job is to explain why that's important for them. Let's say you sell an expensive mountain bike, for example. In order to get people to buy the bike you've got to justify why they should spend $2000 on your bike. You've got to tell them the reasons why, which is what educational copy is all about.

Like that the bike has better suspension to handle rough terrain, a comfy seat that you could ride the bike for hours without getting sore, and maybe it has 50 gears for easy riding, and a GPS so you never get lost. These are all just examples of course, but notice how it's talking mainly in benefits to the reader, how it will help them!

 

How To Identify Good Ad Agencies

There are 5 critical questions you need to ask to determine if an ad agency or marketing consultant that is likely to produce desired results or waste your money. Ask these 5 questions to save time, money and frustration.

marketing agency, marketing consultant, creative design

If you operate a small or mid-sized business, marketing is the fastest way to grow it by multiples. Done properly, it can empower any business to dominate their market space. Bar none!

If you agree, but don’t have the time or expertise to pull it off on your own, you might consider hiring a marketing consultant or ad agency to help you. But how do you tell who the experts are?

Ask these 5 questions knowing what answers to look for.

Q1 – “What System Do They Use To Create The Messaging For Your Ad?”

To entice you, ad agencies will showcase eye-catching marketing pieces they’ve done for other clients. Whether it’s print, radio, video or web design - for them, their end result is artistic design. These pieces may catch the eye but if the underlying strategy is wrong, they flop. Graphics must support the message – not the other way around. The real result is the number of leads generated, percentage converted to sales, and dollars that flow into your business. Don’t be fooled by glitz and glitter – marketing is science, not art. Ask what method they use to develop the message. If the answer is, “We ask the business owner”, walk away. That’s not a system.

Q2 - “Do They Know The Top-Ranked Customer Hot-Buttons For Your Business?”

Most ad agencies don’t understand what’s important to your customers. If they don’t know what drives prospects in your industry to buy from one provider instead of another, you can only expect dismal results.

Although too detailed for this article you can find your customer hot-buttons by going to our web site, click on “Industries Served” and then select your industry. They’re in priority sequence along with the marketing challenges you’re likely to face. Compare these answers with the marketing consultant you’re evaluating, then decide.

Q3 - “How Do They Measure The Effectiveness Of Your Ads?”

This is especially important if you’re running ads through different media. A great ad in the wrong place will produce dismal results. Suppose you’re running the same ad in 4 magazines and getting good call volume, you’ll probably continue running them, right? What if you learn that 80% of the calls are coming from one magazine? You’ll probably cancel the others and use the money for something else, right?

If you can’t measure it, you won’t know what works and what doesn’t. The only way to know is to have an “accountability tag” in each ad.

PS – Don’t let any marketing consultant fool you into believing that your receptionist will ask prospects which ad prompted them to call? When they’re busy they have no time to ask.

Q4 - “Do You Have A Program That Fits My Budget?”

Cost is always a factor. You’ll find that some ad agencies won’t return your call unless you are prepared to spend $15K to $20K for a monthly retainer. Look for ad agencies that have programs for small and mid-sized companies. In fact, depending on your management style, you might want to hire a marketing consultant that gives you the choice of a turnkey solution or a "shared effort" teaching and coaching program that encourages hands-on involvement on your part. It just depends on your business philosophy and budget.

Q5 - “How Long Before I See Results?”

Excellent results can’t be produced overnight, but seriously, should you have to wait 6 to 18 months just for the development phase of your marketing campaign? A typical ad agency can take this long or more. For small companies, this is too long a time period and it could actually be your death sentence. Expect some results within 60 days.

Summary

There is too much at stake to attempt “trial and error marketing” on your own. In this digital age you are better off working remotely with a marketing consultant who can pull it off than a local one that may not produce results.

Find an ad agency that can deliver the right marketing strategy the first time using a systematized development process. Be sure they use “accountability tags” so you’ll see exactly how effective (or ineffective) it is. If your budget is tight see if they have a program that allows you and your people to share some of the workload.

© FloodGate Marketing Inc. 2007




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