subject: Which half of your advertising is working…or is any of it working at all? [print this page] Which half of your advertising is workingor is any of it working at all?
Submitted by Joe Bayliss
Co-Founder of Spill the Beans Marketing
www.SpillTheBeansMarketing.com
There is a famous quote from John Wanamaker that states: "half of my advertising works, I'm just not sure which half." Mr. Wanamaker was a genius, and is credited for many things besides this quote, such as pioneering the concept of the department store; he was the first to systematically employ truth in advertising; and he invented the price tag.
Mr. Wanamaker's quote, however, should make you stop and think about what is working with your marketing and advertising.
Many small business owners and managers get into business because they have a passion for a certain product or service, but find there are many facets to the business which is not their core competency like managing employees, payroll, insurance, negotiating leases, and yes, marketing and advertising.
So what ends up happening with this critical component of the business is it becomes a very long and painful period of trial and error, and an enormous amount of time and money is wasted. Most business owners and managers are wearing too many hats and trying to become proficient at aspects of the business that are clearly outside of their core competency. So the very thing that will make the business thrive (driving traffic to the website, generating foot traffic or making the phone ring) is relegated to a lackluster effort, at best.
Are you handling the marketing and advertising for your company? Do you really know what you're doing? Do you have a keen understanding of which medium is right for your business? And how to negotiate it? Or are you wasting time and money on trial and error?
These are all legitimate questions. If you don't understand what you're doing, then either make the time to get educated (quickly), or hire someone who is competent to do the job for you. This is when you'll see your marketing and advertising dollars really start to pay dividends and do exactly what they should be doinggenerating more customers for your business.
