I probably have to pay royalty fees to use that line....It comes to my mind however because of the numerous clients and nonclients who expect to find out if any of their advertising is working by ASKING or surveying their customers when they call or come in. In theory that sounds like a good idea, but for the most part it is rife with room for error. Many times the person on the phone may have been referred to the person inquiring "how did you hear about us" by another party and had to look the name or phone number up on line (via Google, etc.) or in the (hate to say it) Yellow Pages. Think about it yourself...when the last time was someone asked you "how did you hear about us?" that you knew how you had heard about them? You're racking your brain to remember. You can hardly remember what you had for dinner last night! Yet you're being put on the spot, by someone you called to do business, with before they even ask what you need! How dare they quiz me before I even get to tell them what I called them for in the first place! So, you blurt out the first thing that comes to mind "Yellow Pages" or "I Googled you" or "TV" or "Radio"...not caring at all if its right because you really want this pesky question to go away so that they will ask you what you need!  (Which is why you called them in the first place...not to take a quiz on their marketing efforts?)

Now this may sound brash, and harsh, but I honestly believe that the person asking has much more interest in the answer than the person answering has in the accuracy of the response. After all, it’s not their marketing dollars at stake.

Another way advertisers look to gage the effectiveness in their advertising is to expect people to come in and "say" they came in because of an ad they "saw" on TV or "heard" on the radio. Let's be honest here people. How many times have you told a business that you're new to doing business with....as you walked up to the counter to do your business transaction "I'm here because I heard your ad on XYZP radio"? Unless they were giving away or substantially discounting the product you were purchasing you wouldn't. Because frankly, you don't care how you heard about them, you just want the product or service you came in to receive. (And most people don't want to admit that they are influenced by advertising...they want to feel that their purchasing decision was based upon their own knowledge and actions.)

The only way people will mention your advertising is if you do something completely out of the normal. Inventory clearance sale is not out of the norm. Factory authorized Clearance is not out of the norm. Fill in the Blank day Sale is not out of the norm. 20% off is not out of the norm. Up to 50% off really isn't out of the norm because if you look at ads for Ross and Burlington Coat Factory and all of the Factory Outlet Stores across America they tout up to 70% off. Car manufacturers have also run amok in years past saying $7500+ rebate on Manufactured Suggested Retail Price...is not out of the norm. 

I implore you potential advertisers and existing advertisers to provide your marketing company or your marketing manager with offers that are meaningful to your customer....something that they will make every effort to remember. An offer and experience doing business with you that you become a RAVING FAN of their business. Telling all of your family, friends and strangers on the street. That is the key to Les Schwab's success. He marketed a great product, gave offers that were meaningful (free beef) and backed it up with EXCEPTIONAL customer service. They fix a flat for Mrs. Jones (who didn't even purchase tires there) FOR FREE, and she is so happy that she not only considers buying her next tires there, but tells all of their friends about the exceptional service she received.

The bottom line is that TV, Newspaper, Radio, word of mouth, Yellow Pages and all other advertsing work. You just have to determine what your business can afford to invest in to be important (frequently seen or heard) enough in to rise above the clutter with a memorable offer or message.

In this "economic" time, it is more important than ever to be aware of the advertising that surrounds your business. The advertising of your competition, your neighbor and your Rotary Club member. Does it all sound too generic? Hard to remember? How can you stand out? A marketing company can help you do that with years of experience behind them and the objectivity that you just may need to get honest feedback because they work for on your behalf, not for you directly.

Seize The Day!