Here at Beneva Solutions we love to “talk shop!” More often than not the conversation leads to our clients, their sales and how we can help them be more successful. In our think tank meeting today, our staff started talking about the different methods that they’ve heard for tracking sales.
Lindsay started the conversation by sharing a story about a shop that tracks their sales by phone call lengths. They told her, that if a call is over 2 minutes than they count it as a sale. How could this be accurate? What if a customer calls in for directions or has a complaint that needs to be resolved?
David mentioned that when he talks to shops about the success of a holiday campaign, some assume that the print didn’t increase their net profit because only a handful of coupons where turned in. Did you know only 17% of coupons circulating in the United States are actually used (Time Magazine Online)? With that being said, if a shop gets any coupons back from a brochure or mailer, they aren’t giving themselves enough credit for their efforts.
Jessica, a former florist, now floral marketing consultant at Beneva Solutions shared that she’s known many shops to just ask their customers where they heard of the shop. How accurate can this avenue of information really be? What if a shop is doing multiple marketing campaigns at once who says that the customer didn’t see the shop on say AOL, but the ad is actually on Bing?
As you can see all three of these methods has a flaw or two. And none of these tactics track the lifetime value of a customer or accurately determines how much to invest in marketing for the next holiday. By not knowing the true results of their marketing efforts shops like these aren’t investing in their company their just spending. Many shops have solved this problem by using Floral Prodigy.