Marketing Accountability
“(People) holding themselves accountable to nobody ought not to be trusted by anybody.” - Thomas Payne
Shrugging Charles answered, "We didn't get any deals out of any of our advertising dollars last year. We got a couple leads but not one deal." That was when my future client paused, exhaled, and understood that it didn't matter how much he spent on marketing if he don't get a sale, nothing mattered. That was also when he realized that he needed to think long and hard about any future partnerships with his old marketing guru.
You may have noticed a trend in the last 3 posts. They have all been about one theme. Marketing/Advertising for sales and sales alone. Claude Hopkins in his revolutionary book, Scientific Advertising (read to the end for a free copy) said, "Advertising is multiplied salesmanship." Do you believe that? Do you believe that Marketing and its subset Advertising is really sales multiplied? If not, then keep reading. If so, then this will only cement your opinion.
If you are an Entrepreneur or Business Owner then you know EVERY dollar you spend has to turn into a sale. Why? Because it's your money on the line. You invested the dollars, the blood sweat and tears into the business. You know that every dollar you spend on mileage, entertainment, sales commissions, even toilet paper, and everything you spend has to yield an ROI (well except the toilet paper).
Consider this, every day I speak to business owners; they invested in sales campaigns that cost them big dollars and yielded no sales over the course of a year. Not one single dollar. Worse yet. They felt good about the cash they spent because "it got their name out there". What good is a name when you don't close profitable deals, and you can't make payroll? Would you ever hire a sales person and say, "Well, it's fine we spent all that money on training, salary, mileage, and benefits and got nothing for it. At least we had a sales person and they told everyone about us"? No of course you wouldn't. Why? Because sales people must sell to be effective and the same is true for your marketing/advertising spend.
You hold your sales people accountable and it's time to hold your marketing/advertising dollars accountable too, after all marketing/advertising is just sales multiplied as Claude says. (If you want a free copy of the book Scientific Advertising visit http://www.bellatayla.com/resources/ .
How do create campaigns that will drive sales? Join us for our next 3 blog series that will focus on driving sales through effective campaigns.
BTW - Just for reading this post I have a free gift for you, simply visit http://www.bellatayla.com/resources/ and request one of our free consumer guides or a copy of Claude's book with a forward by me, Ty Peterson.