This article is originally published on Democrat and Chronicle, a USA Today network
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Half the money I spend on advertising is wasted; the trouble is I don't know which half.
-John Wanamaker, a successful merchant who opened one of the first and most successful department stores in the United States
When a NBA basketball team takes the field, there are goals to accomplish--not just winning a game, but studying factors of the what helps them to victory. And, each basketball player has an individual, measurable objective that he and his coaches discussed beforehand and will review after the game.
This should apply to your team--including all the marketing dollars you’ve paid for.
After all, you can’t manage what you don’t measure.
There is another reason to do this: You need real facts and hard data to make intelligent marketing decisions.
If all of your marketing decisions are based on what your team THINKS or FEELS is happening, well, good luck. ‘Cause you’ll need it.
Summary: There must always be tracking, measuring and accountability.
I think I owe you an apology for being late on my blog posts for the last couple months.
Not that I have second thoughts about writing blogs. I take great pleasure in writing. After all, how else can you make fun of other people, make yourself sound smart and get away with it (well, in most cases)?
My writings are delayed because I’ve felt overwhelmed each week when I check my writing progress.
Despite how I had planned the progress “timeline” beforehand, there were always more things pouring in that ultimately ended up on my to-do list.
I had the strong urge to excuse myself with “being busy lately”, but I knew I got the exact same 24 hours as everyone else.
Busy, to me, seems to imply “out of control”.
-Derek Silvers, founder and former president of CD Baby
So I’m in the midst of re-examining my systems and how I can improve this situation. Please bear with me.