My Advertising Isn’t Working & Other Myths

Today, I want to revisit a subject that I have touched on from time to time.

Measuring Return On Investment.

What inspired me to take the time to write about this again was a discussion that was going on at the end of yesterday’s Fort Wayne Social Media Breakfast.  You can read my notes and review by going here.

The comment under the second question comparing Social Media and Direct Mail that Results are not always measurable, came out of my mouth.

I don’t care how you try and say it is, there is only one way to say that you have accurately measured the results from your advertising:

Use one and only one form of marketing. Ever.

When I saw marketing I am including EVERYTHING including:

• Paid advertising
• Social Media
• Websites
• Signage including on your building, vehicles, uniforms, etc.
• Verbal Word of Mouth
• Family and Friends spreading the word that you exist
• Customers spreading the word about you

It is now impossible to limit your marketing to just one form from this list.

And because we are exposed to various forms of marketing and advertising, as consumers it is impossible to say that one form of marketing is why I am doing business with you.

For example, I have heard radio commercials for years for a local heating and cooling firm, saw their TV ads, saw their newspaper ads, drove by their shop, saw their trucks on the road, I even went to church with the owners.

They are in the phone book, sponsor a Little League team, etc…

Which marketing piece prompted me to call them years ago when I wanted to buy central air for our home?

I don’t know.

Worse yet, they don’t know because they never asked.

But if they did ask, it would be impossible for me to give them an accurate answer for them to track and determine what part of their advertising and marketing was working and what wasn’t.

Your thoughts are always welcome.