How did you hear about us?
This one question, if asked, can save you or gain you thousands of dollars every year! But you have to track the answers!
On the first conversation with a prospect who calls you, stops by your office or electronically reaches out to you, ask them this question. They will happily give you the answer, even though you may feel uncomfortable asking. If not, you might be letting some valuable information head out the door.
Once collected, this vital information can now be used to figure out where best to spend your marketing dollars for the next quarter or year. If you notice no one is mentioning the ad in the magazine, maybe tweak the ad and see if the numbers go up. If not, then it may be time to find a new place to spend those marketing dollars.
Keep in mind, some marketing is branding, which is not typically there to drive traffic, but to keep you relevant. Also, if you have an offer or coupon, then you really don't need to ask this question, but make sure you add this to your spreadsheet.
After a few months of doing this, you will see the results, which may surprise you!
We would like to wish you a Happy and Prosperous Marketing New Year!
~ Allen Jernigan, CEO