Two Keys to Advertising Success

A couple of weeks ago we talked about the four principles of successful radio.  Let’s build on those principles by talking about two essential keys to advertising success:  goals and measurement.

Before you advertise anywhere you absolutely must know what you are trying to make happen. If you think throwing some ads on the radio just to “get your name out there” will accomplish anything then you are sadly mistaken.

To be successful in your advertising efforts, you must first answer this:  what are you trying to make happen?

If you are a retail business, are you trying to increase traffic? Are you trying to build it slowly and steadily or are you trying to blow the doors off for one weekend hoping that it will lead to a repeat clientele? Both are acceptable goals but obviously require a different tactic to achieve.

It is also imperative to define measurement matrices to determine your progress to goal because you can’t improve on anything you don’t measure.

At Miles and Co. we spend an inordinate amount of time uncovering the truth about our clients’ goals which allows us to define a strategy that will accomplish those goals, and the measurement  that will ensure progressing toward those goals.

Does the advertising always work?

Nope.

But goals and measurements give us a direction that we can work towards and make better as we go.

You need to get serious about what you are specifically trying to make happen with your advertising.  And you need to figure out how you will measure it.

1. Talk to your team, get their input.
2. Talk to customers.
3. Be specific.
4. Determine how you will measure your progress.

Then and only then should you consider starting an ad campaign.

If you need help, ask us, that’s what we do.