Page 40 - Demo

56 NO B.S. Direct MarketingSECTION 1 / FOUNDATIONto phone consultations. They wanted to increase the number RI%u0003ERRNHG%u0003FRQVXOWV%u000f%u0003EXW%u0003GLGQ%u00b7W%u0003NQRZ%u0003ZKLFK%u0003 DGV%u0003RU%u0003R%u037fHUV%u0003 WKH%u0003consultations were coming from. When he instituted tracking on all advertising and points of data in the process, it quickly revealed not only where the customers were coming from EXW%u0003KRZ%u0003H%u037fHFWLYH%u0003WKH%u0003SKRQH%u0003FRQVXOWDWLRQV%u0003DFWXDOO\\%u0003ZHUH%u0011%u00037KH%u0003web-team was not happy with the work required to install this tracking as it created more work on their part. Freeloaders%u2014ads and activities and online costs that ZHUH%u0003QRW%u0003PHDVXUDEO\\%u0003SURGXFLQJ%u0003FRQVXOWDWLRQV%u00b3ZHUH%u0003%u00b4%u00c0UHG%u0011%u00b5%u0003Eliminated. Marketing dollars reallocated. The company GRXEOHG%u0003UHYHQXH%u0003DQG%u0003QHDUO\\%u0003WULSOHG%u0003SUR%u00c0W%u0003\\HDU%u0003RYHU%u0003\\HDU%u0003DV%u0003D%u0003UHVXOW%u0011%u0003+RZ%u0003PXFK%u0003\\RX%u0003NQRZ%u0003DERXW%u0003ZKDW%u00b7V%u0003DFWXDOO\\%u0003KDSSHQLQJ%u0003in your business and your actions taken as a result can make a YHU\\%u0003GUDPDWLF%u0003GL%u037fHUHQFH%u0011One more example. A chain of stores with advertising that produced a lot of walk-ins had in place a process whereby the clerks were to ask everybody which ad in which media had brought them in, and stick-count it, day by day. Unfortunately, WKLV%u0003ZDV%u0003VXEMHFW%u0003WR%u0003DQ%u0003HQRUPRXV%u0003DPRXQW%u0003RI%u0003%u00b4VORS%u0011%u00b5%u0003(PSOR\\HHV%u0003GLGQ%u00b7W%u0003 DVN%u0003 DQG%u0003 UDQGRPO\\%u0003 DGGHG%u0003 WR%u0003 WKH%u0003 FRXQW%u0003 LQ%u0003 GL%u037fHUHQW%u0003FDWHJRULHV%u0003 RU%u0003 SXW%u0003 D%u0003ORW%u0003 RI%u0003 QXPEHUV%u0003LQ%u0003 %u00b40LVF%u0011%u00b5%u0003$%u0003 FKDQJH%u0003ZDV%u0003PDGH%u000f%u0003JLYLQJ%u0003YLVLWRUV%u0003D%u0003OLWWOH%u0003VXUYH\\%u0003FDUG%u0003WR%u0003%u00c0OO%u0003RXW%u000f%u0003SXVKHG%u0003E\\%u0003huge in-store signage, entering them in a weekly drawing for good prizes%u2014and suddenly, a lot of accurate data materialized, very contradictory to the data that had been collected or, often, MXVW%u0003PDGH%u0003XS%u0003E\\%u0003WKH%u0003VWD%u037f%u00117KLV%u0003 LV%u0003 ZK\\%u0003 LW%u00b7V%u0003 VR%u0003 YLWDO%u0003 \\RX%u0003 KDYH%u0003 VLPSOH%u0003 V\\VWHPV%u0003 WKDW%u0003are transparent, easy for anyone to understand, and are enforceable, because the more complicated they are, the more opportunities there are for people to make mistakes or hide WKLQJV%u0011%u0003,%u00b7P%u0003SURXG%u0003WR%u0003VD\\%u0003WKDW%u0003,%u0003KDYH%u0003D%u0003IDQWDVWLF%u0003WHDP%u0003PDQDJLQJ%u0003