It happens almost every day. Someone taps you on the shoulder and says you have a call on line one, or you are knee deep in order forms and the phone rings. “Hi Mr. Flower Shop, this is Riley from ABC Print Ads. Your contract with us is up at the end of the month and we want to know if you want to renew.” Then you pause, “Do I want to renew? What ad was this again?”
We’re curious… how do you determine if an ad is successful or not?
We make financial decisions every day regarding how much product to order, utilities and staffing. Does having one good or bad day affect whether or not you shut the doors the next day? No. Advertising is no different but, just like your daily costs, if you have more bad days than good you will have to take drastic measures. Below is an ad Beneva Flowers is currently running. Assuming it cost about $300, would you renew it? What questions would you ask yourself?
In this Floral Prodigy report you can see that the total sales for this ad were $387.90 with $351.15 coming from phone orders and one $36 order on our website.
There is no right or wrong answer here. However, taking the time to evaluate each advertising stream can save you and your company in the long run.