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MY ARTICLES

ADVERTISING MEASUREMENT

50% of your advertising budget may not be as productive as you may want it to be. But which initiatives are underperforming? And how can you put more money on your best marketing efforts?

The first step, is to properly list all your advertising efforts:

- Word of mouth

- Your location

- Yellow Pages

- Signs and banners

- Radio

- Television

- Newspapers

- Conferences

- Networking strategies

- Internet marketing

- Social Media

- Cross-marketing strategies

- Others

Then list your clients and how they got to know of your business. 

From there, a comparative tool that I like is to take the total budget for an advertising strategy and divide it by the number of customers that it produces. Doing so, you have a ratio that gives you: the cost of producing a client. Of course, you need to consider the relative success rate for each method. But considering both aspects, you will be able to make more informed decisions about the allocation of your advertising budget.

If you have any questions or if you want to meet to talk about your business projects, do not hesitate to contact us.

It would be a pleasure to be part of your success.

Stéphane Elmaleh-Riel, B.Ed., MBA
Marketing consultant