How can I make sense of my advertising?

I was listening to NPR (National Public Radio) on the way home from work tonight and heard them report on their very own layoffs. Like other media outlets and businesses, they are preparing for a tough 2009. It is more imperative than ever, for you to make sense of your advertising. Here are some tips.

1. Understand advertising's role. It tells your story -- make sure that your story is worth telling. Now, more than ever, you need to make sure that your customer's shopping experience is one they see as valuable.

2. Know your numbers. Do you keep track of your store traffic? Do you know your average ticket? How about your closing ratio? Of ten people who come into your store, how many can you or your staff turn into an actual transaction. If it is low, you can't blame that on your advertising -- it is all on your staff.

3. Do you have a goal? A clear specific goal.

4. Once you have that goal, use your numbers to see if it is truly obtainable.

5. If you want to grow $100,000 dollars in 09 and your average ticket is $200 you need to make 500 more sales. 500 more sales divided by 12 months = 42 more sales per month. If you are open 26 days per month, you would need to make 2 more sales per day. If your closing ratio is 50% -- you would need 4 more prospects per day.

So the question you have to answer is....are there 4 people per day shopping for your product/service in your area who are not shopping at your business? If yes, than you have a realistic goal.

The story is NOT all in the numbers, is your businesses story strong enough to get them to shop you -- other than your competitor. If it is, are you confident enough to tell that story? Stay Tuned!