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Welcome to our new and current subscribers! This newsletter is published monthly by Haas Consulting. It is here to be a source of information for anyone who would like to learn about webpages, marketing, and other business related topics. Please feel free to email us with topics you would like to learn more about. You may view past issues at www.thaas.info/articles.php. Enjoy!

Marketing 101 - Part 4

Tracking the Results

Part four of our Marketing 101 article is easily the most overlooked or perhaps neglected part of marketing. You must track and evaluate the results of your marketing campaigns . . . how else will you ever know if you are spending your money wisely?

There are a few common reasons why people don't do enough to track their marketing efforts:

• They don't have any time to spare
• They don't know how
• It is hard and boring!

Here is a quick outline to follow to help you get started tracking your marketing, if you already do track your marketing, it may help make it easier to do.

1. Tag your campaigns
• Assign a unique code
• Make a unique offer
2. Gather data
• Costs
• Target demographics
• Date of delivery
• Method of delivery
• Response
  • Statistics on how many responses were received
• Ask customers where they heard about you.
3. Evaluate your results
   • Ask questions
     • What was the percentage of sales from this campaign?
     • What is your ROI

Tag Your Campaigns

In order to effectively measure the results of your marketing campaigns you will need to first tag or mark them with a unique identifier. One quick example of what you can do to accomplish this is to create a special coupon that is not used anywhere else.

Gather Data

This is the start of the time consuming and often boring process of evaluating your marketing efforts. You must gather all the information together that may be of any relevance to what you want to learn.

You will want to keep this information organized to help provide ease of access in the next step, evaluating your results. You can do this using excel spread sheets, word documents, graphs and charts.

Evaluate Your Results

Decide when it is appropriate to begin evaluating your data. For example if your special offer is a buy one get one free coupon that expires on a certain date, don't plan on evaluating your data until the expiration has come and gone.

This is where you get to ask yourself questions, then answer them by examining the data you have compiled. Some of the conclusions you will be able to draw will be no more than an educated guess.

The accuracy of these guesses will be dependant upon experience and your ability to observe and extrapolate data from less than perfect information. It is important to keep this in mind when deciding how much weight to give your findings.

Some of the things you will want to learn are:

• How many people responded to the campaign?
• What is the percentage in relationship to the number of people given the opportunity to respond?
• How many sales resulted from the campaign?
• How much did each person spend on average when responding to the special offer?
• For every dollar spent on this campaign how much profit was generated?

Generally speaking tracking and evaluating the results of your marketing efforts will spell out for you whether or not your marketing dollars have been wisely spent. The old adage tells us that you have to spend money to make money . . . while this is true; it is important to understand the implication that is left unsaid. You must spend your money wisely to make money.

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Additional Links of Interest *

www.Facebook.com  This social networking website is growing quickly! It made the news recently as its estimated value hit the $15 billion dollar mark. Ask us how we can help you advertise your business on facebook.com.

www.joost.com  It's video – more than 15,000 shows, with more added daily. It's online – all you need is a broadband internet connection. And it's free.

* By providing these links we are not endorsing the services or products being offered. We are only offering links to other websites that may be of interest to you

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