subject: Should you dump your offline marketing efforts? You do not need Web Based CRM Software [print this page] If you are guilty of not measuring your offline marketing campaigns you are not alone. In tough time's business owners wind down their marketing budgets not knowing what impact it will have on the business. Often the reality is zero impact because the marketing was not effective. So why was the money spent in the first instance? Common excuses are it is a branding exercise, or we do not have the technology like web based CRM software in place. In this instance lack of technology or branding is no excuse to waste money or not measure your marketing campaigns. When advertising in offline medium like the Yellow Pages, the action required is a phone call. With all advertising regardless if it is off or online, it should be measured. Marketing dollars are limited, so I want you share with you the easiest way to measure your marketing efforts.You measure your phone calls by having a report automatically made available for you on a monthly basis. For around $25.00 per month you can register a 1300 number and have it routed to your local business number. The benefits are twofold.First, customers are more likely to pick up the phone and call because it's cheaper to just make a phone call. Rates are minimal, and should just be factored into the cost per client. If you are concerned about this cost then chances are you are not measuring you marketing activities or may not appreciate the cost per lead. If the objective is to receive phone calls, then at least register a 1300 toll free number. For Australian businesses check out '1300 Numbers Australia' and 'Simple 1300 Numbers'.The second benefit is you have monthly reporting to work out your cost per lead. The same phone still rings, but the difference is each call redirect is being recorded for reporting. Your report will show you how many people call and usually the duration. For example if you spend $5,000 per year, and you receive 2 phone calls per month, your cost per lead would be $208.Measuring your marketing outcomes will determine if you are getting the most for your money or if you need to change tactics. There is no viable excuse to not measuring your marketing outcomes. Period.Marketing for branding is no reason not to measure. When it comes to tough economic times, many companies curt back on their marketing budgets. Wouldn't it be better to know what impact it is having on your business? Cutting back due to the economy is disaster in the making. By measuring your marketing outcomes it will allow you to cut back on areas that are ineffective.
Should you dump your offline marketing efforts? You do not need Web Based CRM Software
