Do You Track Your Marketing Results?
If you don't, you won't know if they're successful or how successful they are. So to start with, think what you want to accomplish and then PLAN.
You must be very clear about what your primary goals are for each marketing effort. Do you want to:
- Generate Sales?
- Attract New Customers?
- Reach Inactive Customers?
- Build Relationships?
What you hope to achieve affects the way you track your results and how you judge your success.
Some marketing results are easy to track, some are more complicated, but it's always worth the effort.
With marketing - as with almost every area of business - if you can measure it, you can manage it.
If you have CounterPoint software and are using Customer Connect, you're already ahead of the game. You have your customers' buying habits, frequency of shopping (or lack thereof) which you can use to inform and generate sales activity. You can also see what categories of items you carry are most in demand and use that as a base to attract new customers ("7 out of 10 of our customers prefer.....")
Spend time developing a plan - run with it - and then measure, measure, measure!
Until next time.... Norma
(parts of this article were excerpted from Bob Negen of WhizBang Inc)
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