Tracking your funeral and cemetery advertising

” Half the money I spend on advertising is wasted; the trouble is I don’t know which half ”
John Wanamaker

John Wanamaker was born in Philadelphia in 1838 and opened his first retail store – Oak Hall in 1861. He was considered the father of modern advertising and a pioneer in marketing with a new concept for his store – one price and goods returnable. But his quote on tracking the results of advertising campaigns still holds true today. As a matter of fact, many large retailers spending millions of dollars on advertising are not able to determine which of their media selections are working and which are not. And if you are in the process of brand building in order to create top of mind awareness so that consumers will consider your product or service, the challenge is even more daunting. At that point, your advertising effectiveness is based primarily on sales growth. If you are looking for a more direct response approach, then there are several methods that you can use. First, make specific offers in each media choice, in others words, a different special on each radio station or newspaper. Second, if you are gathering names and contact information, use different phone numbers for each media selection. Every informercial on TV uses a different phone number or website on each TV station. Finally, depending on the type of business you are in, the sales team can ask every new prospect what brought them in the door. The science may not be perfect, however, it will give you a much better sense of cost efficiency. For more information, contact me at tim@ storefrontmedia.ca

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