One of the most common questions small business owners ask themselves is, "How do I know if my advertising is really working for me?" The solution they most often come up with, is to start asking their customers, “How did you hear about us?” But, does that really work?
In a recent marketing study by Michael Corbett, he shared an example from the grand opening of a large lumber store. The manager of that store made sure that each customer was polled on their grand opening weekend by being asked, “What brought you in?” Approximately half said that it was radio, about 30% said TV, and another roughly 20% said newspaper. But guess what? The grand opening was advertised only on radio and in the newspaper. Yet about 30% were very sure that they saw the ad on TV! “People don’t like not knowing what brought them in and they want to be helpful, so they’ll make things up,” says Corbett.
“The only foolproof way to evaluate advertising effectiveness is by setting measurable growth objectives for your business, and by monitoring the results in the cash register. Period.”
If you decide that you want to survey your customer to determine how they found you - or where they have seen your advertising recently - be specific. Ask, “Did you see our ad in the Community Paper?” instead of the generic question “How did you hear about us?”
Another option for retail locations is to place the “Have You Seen our Ad in the Community paper?” sign by your cash register or at your front desk. We can provide you with the laminated sign which features an enlarged copy of your ad.
Or don’t ask. Corbett advises, “The only foolproof way to evaluate advertising effectiveness is by setting measurable growth objectives for your business, and by monitoring the results in the cash register. Period.”
One of the great benefits that you receive in each local edition of the Community Paper, is that it is working for you 24/7/365 - or as we like to say, 3 meals a day! So, your potential customers will see your ad all the time. It may not always be right when they need your services, but when they do have a need, odds are that they will start by looking for your company. And, if they do an online search, the name of your business is much more likely to be recognized than that of your competitors, since they’ve been seeing your ad repeatedly.
Corbett also advises that local businesses carefully select their advertising media by considering 1) how closely the audience profile of the medium matches your target market, 2) the comparative costs of reaching the target audience through the different media that's available, 3) the frequency of the media, and 4) the creative opportunities or uniqueness of the medium to communicate your message.
So, although we might be a little biased and a bit "self-promoting" here, we're confident that you’ll find your ad in the Community Paper to effectively deliver on all four of the key considerations that the experts think are critical to your business' success!
For more information, please call us at (888) 405-0940, or email me directly at: firstname.lastname@example.org