I just spent a good portion of the day today calling on businesses that have permanent displays set up in a local show room that reminds me of a home show minus the salespeople. The concept is great in that homeowners can wander around without feeling pressured by sales.
The reason for my calls to the business owners was to find out whether or not the display is giving them a return on their investment. Surprisingly many of them had only gut feelings and could not answer a definite yes or no. In fact, several said straight out that they do not track, so they can't say for sure, but they think that maybe yes. Others said straight out that they do not believe they get many sales, but they get a lot of calls anyhow.
Wow. We have said it before and we say it again, WINNERS KNOW THEIR NUMBERS! How can you manage something you can't measure?
Just before I started closing down my computer here, I looked through my email to see what I still had to answer today, and found this interesting article on tracking Marketing ROI. Obviously, we have a software product to offer that tracks all of this, so we don't promote the tedious Excel sheets, but if you are not going to use a software program that gives you the analytics you need, by all means, at least start with an Excel sheet or two or three or four or seven... Whatever you do, track!
I wish you great success!
Susan
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