| The single more important thing you can do to help | | | | advertising spend from radio to flyers. |
| grow your business and get more customers is to | | | | If you notice that you are getting less business from |
| start recording where your existing customers come | | | | customer referrals than you expect or than you |
| from. | | | | received in the past you may have a customer |
| That's it. All you need to do is to start systematically | | | | service problem to address. |
| asking every customer you interact with where they | | | | Perhaps the print advert you paid for this year has |
| heard about your business and then record the | | | | brought in less customers than the one you ran last |
| answer. | | | | year. In which case you need to examine whether the |
| Why is this so powerful? Because it gives you the | | | | quality of the copy is actually worse in your newer |
| information and insight upon which all marketing and | | | | advert. |
| advertising decisions should be based. Do you need | | | | Modern internet based businesses have an advantage |
| run more adverts on the radio? Do you need to | | | | in that they get a lot of business intelligence information |
| improve your street signage? Should you offer a | | | | for free. Website logs tell them which websites their |
| loyalty program for your customers? The answer to | | | | web visitors came from and what search engine |
| all these questions shouldn't be based on your gut feel | | | | terms the visitors searched for. It's a little harder for |
| or assumptions, it should be based on the factual | | | | bricks and mortar businesses but it's no less essential. |
| intelligence you have gathered about your business. | | | | So before you lay out another dollar for advertising |
| If you notice that the flyers you distributed are bringing | | | | take up the challenge of asking every customer that |
| in more customers than you radio adverts but the | | | | you interact with where they heard about your |
| radio adverts are much more expensive then perhaps | | | | business and record the results. |
| you would benefit from redirecting some of your | | | | |