Do You Measure Results and Activity? How do you Plan on Being Better if You Don't.

You need to measure results in order to understand what is working and what isn't so you can funnel your resources into what works and avoid what doesn't. Do you take a shot gun approach to your advertising or are your a marksman? It is my job to help businesspeople reach their goals and I reach mine by measuring my activity everyday.

So how do you measure results? Do you count how many consumers come through your door and how many of them buy something? Do you ask consumers how they heard about you AND where they found your contact information? Do you keep records on sales, what is selling and what is sitting on the shelves?

It's not enough to just ask where they heard about you and how they found your contact information - you have to keep a written record. Think it's hard - not really just have a chart that shows where your advertising dollars have been spent. Add a tick wherever your customers say they heard about you and how they found your contact information. Your creative advertising and your directional advertising will need to be seperated to understand how each work together to drive customers into your business.

Directional Headings for your chart:
Yellow Pages Phonebook
CanPages Phonebook
Other Phonebooks
Yellow Pages Online
CanPages Online
Other Online Directories
Word of Mouth / Referal gave contact info.

Creative Headings for your chart:
TV Ads
Radio Ads
Newspaper Ads
Direct Mail
Magazines
Other publications
Word of Mouth / Referal gave me your name.

After a period of time count up the ticks and tally at the bottom of each column. What is working what isn't? Which is bringing you good return on investment, which isn't?

The only way you can make good business decisions is if you understand how your business is working and where it's not. It doesn't take much effort, just some good record keeping. What's your close rate? What's your activity levels? Are your employees productive? Where do your customers come from? What do they buy? Why do they buy? All it takes is asking the questions and ticking off a chart.

Links:

Should You Advertise?
Tracking Where Your Clients Found You is Important
Advertising - Can People Find Your Business?