Can you measure your traditional advertising once it goes up on an outdoor board, hits one of 300-plus cable channels or runs in the local monthly magazine? I read with interest recently that Americans are bombarded with over three million advertising messages every year. That’s a lot of interruption! We can only absorb so much and still focus on what’s important. Right?
Now, I’m not against advertising at all. It is an important part of a balanced marketing effort. BUT! Direct marketing is something you can measure. And then you repeat your success over and over. It’s not quite as simple as it was twenty years ago to saturate your marketing with your key-selling message. And, we are all given the responsibility to be effective in our jobs in a manner that generates results efficiently. That can seem daunting at times with all the channels of communication available today. One important piece of information that will help you decide that direct marketing is a critical tool in your mix: for every $5.60 spent on direct marketing, a company generates $70 in sales (according to the Direct Marketing Association 2006 statistics). Now that’s a pretty good return on investment! Put that in your balance sheet. Call me -- we can help your bottom line with our six essential steps of “Smart Marketing”.
|
