Are Your Promotions Delivering Results? (Recon Thursday/Promotion)

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing.  It’s Recon Thursday and today we’re going to take a look at effectiveness of promotions.

Which one of these scenarios best describes you:

1.       You are not running any promotions

2.       You are focused only on traditional promotions, such as television, radio, print or billboards

3.       You are only devoting resources to social media promotions using tools like LinkedIn, Twitter or Google at words

4.       Your campaigns are some combination of traditional and social media

There are many scientific ways to measuring the effectiveness of your advertising campaign.  Large companies such as Procter & Gamble have whole divisions devoted to the analytics of the data associated with their marketing efforts.

For a small company with limited resources, what make work best is a simple “gut check”.  Review the promotion you are running and ask yourself how it is working.  Is it driving results?  If so, continue using it.  If a campaign needs to run longer to assess results, then give it more time.  When enough time and resources have been devoted to a promotion and it’s not working discontinue it.  Advertisements may also run their course, ads and promotions can become over used or stale and that is another reason to end them.

One thing I like to do is use repetition.  I believe that a promotion needs to be seen several times before it begins to stick in the mind of potential customer.  Don’t be afraid to let something repeat over and over and over again.

Don’t be afraid to try something new.  I just shared guidelines around when to continue with a promotion and when to pull it.  So, go ahead and try new ideas and monitor to see if they are working.  That’s the key, pay close attention to whether or not phone calls, web inquiries and/or sales are increasing or if there is an increase to the bottom line.  If you are promoting heavily and none of those items are increasing that is when it’s time to rethink your promotion strategy.

That concludes Recon Thursday.  Be sure to stop by tomorrow for Digital Friday.  To discuss an online or face-to-face service engagement and enhance the marketing and branding for your organization, contact James Glover: (505) 501-1330 or onceadaymarketing@gmail.com.  I’m Jim Glover, That Branding Guy, for Once a Day Marketing and we’ll see you next time.