The key to any advertising that you do, be it Facebook, Google, flyers, text-message, email, billboard ads or any other kind, is being able to track your results, to help you determine if that method of advertising is paying for itself or not.
If you are spending money on:
[]Facebook ads
[]Box-top flyers
[]A Loyalty program / or text message marketing
[]Google ads
- Etc
and you are growing your business very quickly, with lots of new customers, but you have no idea which of the above are cost-effective, meaning bringing you more than you’re spending on it, you’ll continue to spend money on all of them, eating away at your long-term profits.
If you are tracking the results of each, meaning providing unique tracking phone numbers to each form of advertising, unique links to each back to your order forms, or similar tools, you may determine that Box-top ads, Google ads and Loyalty program are your most cost-effective ways of reaching your customers, allowing you to free up the funds you were spending on Facebook ads and Etc. and place those funds back into the methods that are working, bringing you more customers.
Next, please don’t equate “page views”, “open emails” or “open texts”, etc, to successful marketing. Successful marketing results in a new or returning customer, in the retail pizza industry. There are two kinds of Advertising:
- Institutional Advertising - Coca Cola billboard with an attractive young woman or man, holding a cold, sweat-beading can of Coke, wiping the sweat from his/her forehead, with the caption, “Coke, it refreshes.”. The purpose of such advertising is to associate your product / service with a feeling. It’s not intended to produce a sale, at least not today. Institutional Advertising is usually only employed by companies with large advertising budgets, focusing on the long-term.
- Direct Advertising - Coca Cola billboard with a 12 pack on it, with the caption, “Get your 12 pack of refreshing Coca Cola at Bob’s Convenience Store for $5.99. Take the next exit.”. This kind of advertising is designed to produce a sale and when done correctly can be tracked for effectiveness.
My point being, don’t be afraid to try new things, as long as you can do so with a limited investment and with a way to track the results. Without both, your investment is more like a wishing well, throw a few hundred dollars in and make a wish.
Hope that helps someone.