According to the dictionary, “marketing” is “the action or business of promoting and selling products or services, including market research and advertising”
According to the American Marketing Association, Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
In the 30+ years I’ve worked in marketing, I’ve come to learn that there is no one right marketing vehicle for any business. But there is one thing that a business must do – track your results! If you don’t, you will have no idea what works and what doesn’t and you may find yourself throwing good money after bad marketing because you “think” it’s working.
There are so many ways to track results: different phone numbers to call, landing pages, special offers, promo codes, etc. Always ask new customers where they heard about your business and note it accordingly. If you can enter a code into your POS system, then generate a monthly report to see where your sales are coming from. At least, keep a note pad by your register and mark down the answers so you can tabulate them at the end of the day.
Repeat what works and improve on those efforts that are generating some sales but need more. For those marketing efforts that don’t generate sales, stop spending money on them.
Want to talk marketing? Give me a call and let’s have a conversation!