Direct response marketing guru, Dan Kennedy, points out what your thinking should be regarding your advertising objectives. Objectives should be:
1. To attract immediate, measurable response (affordably).
2. To sell or directly, measurably lead to the sale of products and services (profitably).
3 To clearly and memorably communicate a marketing message engineered only to facilitate #1 and/or #2.
4. Possibly to “set up” additional, future response from follow-up advertising or marketing (as a secondary dividend).
5. Possibly to ad to name/brand identity (as a third dividend.)
Do you know the value of your customers? You MUST! Most are busy trying to get NEW customers without understanding that it is less expensive and more rewarding to keep a customer than to get a new one. Next tip, I’ll give you a formula that will determine a customer’s true lifetime value. You are going to be SHOCKED!!