Many entrepreneurs invest in advertising and promotion, but not everyone monitors the effectiveness of these investments. How? What for? Why? These are the questions that need to be answered by a manager who starts investing in advertising and company promotion. Only by tracking some parameters can one say - "works or not", "efficiently or not".
Instructions
Step 1
Before calculating the effectiveness of investments in advertising and promotion, you need to determine some parameters. Those. define services, goods for each type of advertising or promotion. For example, place information on the promotion for the volume of sales of pens on your website, and place the information that you have super diaries on booklets. Each individual advertising medium has its own information!
Step 2
Draw a table in which you indicate line by line all means of communication with potential customers:
website, banner, SMS mailing, radio advertising, participation in exhibitions (distribution of business cards), Internet sites (if unique information about yourself is placed on each individual site).
Use the columns to record dates by weeks, months, and so on until the end of the year or the validity of the information posting period. It is necessary to summarize the results by periods: week, month, year.
Step 3
It is also necessary to indicate the cost of a specific placement of information, but it is better to do this on another sheet of the Excel table.
You also need to make sure to indicate the amount of contracts.
Step 4
You launch an advertisement or something else, sit down by the phone or near the computer and record who called. The client cannot always say exactly where he saw information about you and your product. But since you placed everything correctly, you don't need to ask anymore.
They called and asked about the pens - put a tick in the "date" and "site" fields. Asked about the diaries - record the "date" and "booklet" cells.
Do not forget to set the amount of the contracts. In this way, you will build a "sales funnel" and determine what kind of customer flow and where it is coming from.
Step 5
Two sheets for the sales funnel and for the amount of contracts are summarized in a summary table - the cost of advertising and the income from this advertising.
And only after that you can find out which method brings in a greater flow of customers and a large amount of contracts.
But you should not stop, periodically change the information posted on various means of communication with clients. It may turn out that:
- this resource does not bring the proper return;
- one information on another resource can bring more income.
