The typical formula for tracking the “effectiveness” of a marketing campaign for most business owners is pretty simple. They run an Ad, in one or more avenues and hope that the phones ring. Once the phone rings they rely on office staff to hopefully ask how they heard of you or where they got your number. (tip: your office staff doesn’t think this information is really that important and they likely give it little thought, if at all).
Often, it is not as easy as that. Example: We track the phone calls of our clients and these phone calls are recorded. We were reviewing the recorded calls from a specific number that was only on their print ad but after listening to the call, the caller said that she had heard them on the radio and then just received a mailer and so she called.
This is an example of how advertising works together to brand, create top of mind awareness and gets your phones to ring. If you are not putting special tracking numbers on your marketing material and analyzing the data regularly then you are wasting marketing money. This is just one reason why your business should have a competent advertising agency working to ensure that nothing is being missed and everything is being considered when you are determining whether or not a specific medium was successful.
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