ActionCOACH Business Coaches Believe In the License to Kill an Ad That Doesn’t Work

If an ad doesn’t pay for itself, kill it.
 
Sept. 10, 2008 - PRLog -- Running an advertising campaign that’s not returning results is discouraging – and costly. While there is no magic formula for success, there are ways you can guard against failure, including bringing a Business Coach on board.

Founder and CEO of ActionCOACH, Brad Sugars, said that bringing in a Business Coach earlier – rather than later – provides a sound base for a winning campaign.

“Then it’s a matter of following these steps,” Sugars said.

Start by asking people where they heard about you. You need to know what is working and what isn’t. If you don’t have these facts at your fingertips, you might keep running a dud ad or accidentally kill a good one. Ask all customers where they heard about you. Create a score sheet for you and your staff to use with columns listing sources like newspaper, referral, phone book etc. At the end of a set period (a month or a fortnight) add up the results and see what is working best.

Examine your options. If sales linked with an ad don’t justify the cost of the ad, kill it. If ads are paying for themselves, examine each one to learn what worked best and why. Look at what your competition is doing. Analyze your strategies, isolate the most important point and link it to your results. This alone can reveal a great deal about your impact of advertising. If you find a winner, use it more often or on a bigger scale – but don’t change it.

Test it. Test your revised strategy and compare it with your dollar outlay, the number of enquiries and the number of sales. If enquiries are up but sales remain poor, is your sales technique okay? Can you increase the enquiry to sales conversion rate by introducing better, friendlier service, free delivery, a guarantee or by value adding?

Get it together. Consolidate the information you have gathered. Consider it carefully, as it has the potential to really boost sales.

Try again. Re-try a strategy you’ve previously worked on. Track the results, the number of leads and conversion rate to sales. Compare sales with the advertising costs. If it is a dud, kill it. If it’s OK, consider improvements. If it’s a winner, so are you. Repeat this process a number of times and you’ll have a collection of working wonders.

Your Business Coach will help you work through these processes, collect the results and analyze them to see how you can do it even better,” Sugars said.

More and more owners of small-to-medium sized businesses are realizing that a Business Coach is a highly cost-effective resource in the ongoing fight to remain buoyant and successful in an increasingly competitive field.

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ActionCOACH is the world’s number one business coaching firm, with more than 1,000 offices in 26 countries. To learn more about business coaching and ActionCOACH, go to actioncoach.com
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