A new year always holds lots of promise and lots of promises of things you are finally going to do. According to a poll conducted by LiveScience.com, at the top of people’s lists for 2011 is the eternal battle of the bulge. In fact, losing weight beat out second and third place resolutions - Being Happy and Saving Money - by almost a two-to-one spread.
Although business resolutions are generally much more varied than those of the general public, weight loss should probably be at the top of the list among companies as well. What company couldn’t stand to shed a few extra pounds of underperforming marketing efforts?
One of the first questions we ask a new client is what their marketing mix looks like currently. Is the company using television advertising? Do they have a social media campaign? What magazines or print publications are a regular part of the advertising campaign? Are they using SEO or SEM?
After getting a good idea of what advertising vehicles are in their marketing mix, we then ask how each of them is performing. At this juncture we are oftentimes magically transported to a deep, dark forest where the only sound we hear is.. crickets.
Advertising in any form needs to get results for your company. Results translate into a ringing cash register or a busy service staff or an influx of sales leads. Your company can and should determine what sort of results you need and expect from your advertising and drill that down to each form of advertising you are using to determine if that print publication or that television campaign is really paying off.
If not, it’s time to trim some fat. Carrots anyone?
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