I'm back! Things got pretty hectic there for a while in the process of setting up my team's co-op for the month, so I had to take a couple days to get all that in order. But never the less I'm back with a very important topic to discuss with you. I got an email from one of my team members a couple days back I found very disturbing. I usually do about a week of promotion in the process of setting up my team's co-op and within this week I got an email from one of my team members that said in paraphrase. I didn't get much action last co-op, but I guess I'll throw my money at it again to see what happens. I was floored by this. Not because she did not get much action. Even in the perfect situation with an advertising co-op it's very hard to make sure all results come out uniform in the form of leads and sign ups. There is always risk in advertising and I make sure to reduce this risk as much as possible and inform my team of all the ins and out's of a co-op. What I was floored by was her attitude of just throwing money at her business to see what would stick. This is just plain WRONG! Marketing a business is a process of trial and error to some extend, but successful marketing is limiting your risk in any way possible (i.e By doing things like tracking your results.) If you are having a roadblock in your marketing you shouldn't just throw money at it and hope for better results, rather you should analyze your results and ask the questions "How can I improve?" Only in doing this are you able to control the outcome of your marketing efforts because in this frame of mind you are constantly striving to lower risk and improve results. The attitude of "throwing your money" at your marketing is very hazardous. You loose control because you are not thinking of ways to improve and you eventually trap yourself in a state of frustration for this lack of control. NEVER throw your money at your marketing. Rather . . . Test then Track then Change then Improve. |
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