When I hear business people say this I just cringe! It is usually based on gathering the wrong information. When you first start a Marketing Campaign you need to clearly define the goal of the campaign. For example, if you are trying to get new customers or clients, you need to measure these and graph them on a weekly basis. You also should know what your income is on a weekly basis. You need to look at improvement in these areas of your business.
Oftentimes when there is a new marketing campaign, the client is looking for people to specifically say where they came in from. As an example, a person gets a postcard, which gives them the business website. After visiting the website they decide to come in. When asked, “How did you hear about us?”, the person says, “ Your website”.
They didn’t hear about you from the website, they heard about you by way of the Postcard. Another example is a person looking at their Facebook newsfeed and they see your sponsored ad. They see that a friend of theirs also likes your page. They ask their friend about you and the friend says, “ Oh yeah, they are great!” You come into the office and you are asked,” How did you here about us?” and the person answers, “ My friend told me!”
They found out about you on Facebook and THEN contacted their friend.
What is the point of all this? The point is that you can’t look at the bits and pieces of your advertising and say it works or it doesn’t work. You have to look at your overall statistics- Income going up? New Customers going up? Are you generally doing better in your business?
The other problem is that you need to commit to a campaign for a length of time. People get hit with over 5,000 pieces of information a day so you are going to have to get your message across at least 5 times for them to process that you are there. Don’t start a campaign and cancel it in 2-3 months. Keep it going and if it doesn’t seem to be effective, then tweak it. Change out pictures and headlines - make it work.
The moral of the story is: Keep your outflow going out and measure the overall objective of the campaign by looking at the numbers. Don’t worry about what customers say to you. They have a hard time remembering where they just parked their car. 😄