Finding the Right Advertising Methods

  Note - In this month's Executive Brief, we're covering Phase One (Advertising, Prospecting and Lead Generation) in detail.  This table is included in our tutorial on Finding The Ideal Advertising Mix. John and I could have argued for hours over the ranking of each item in this table, but being an "Executive BRIEF" program, we settled on simple answers to what can be a complex question. So, we recommend choosing at least three different advertising methods at a time, testing them methodically, and then adding to the best performers; while refining, fixing or eliminating the worst performers and replacing them with other options as you receive more data.

Where do you get the data?

Prospective customers often see more than one advertisement before they contact you. They may or may not remember any but the last ad they saw that prompted them to contact you. But there are two things you should be doing: 1) Ask them where they found you.   ABCI clients keep a sheet by the phone so that they can put a check mark down when they say "I Googled 'charter flights' and found your website," or "I received your postcard in the mail." 2) Use Google Analytics. The report below shows that most of this clients' traffic came from Google, then from "direct" (which could mean they clicked a link in an email or typed an address into their browser from a business card or postcard, so further analysis is necessary, or "t.co" (Twitter.)