When do I stop an advertising campaign?
Before you can say that a campaign isn’t working, you need to let it run about thirteen weeks. If it’s a branding campaign, I’d run it a little longer. It’s easy to say the campaign isn’t working, but be sure to check your numbers. Have you seen an increase in foot traffic or sales, lately? Have you been asking people how they heard about your store? Do your homework before you write something off as ineffective. Give the campaign a chance to make an impression, and if the return on your investment isn’t there, then it’s time to pull the plug.
How do I know the best place to do my advertising?
Think about where your target clients are. If they’re driving, put your money into the radio and well-chosen billboards. If they are in the older demographic, put ads in the paper and on the local TV stations. If you still aren’t sure where to put your money, hire a professional to help you get things moving in the right direction.
Content provided by Bonnie Green of Campbell and Associates: Smart Marketing
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