Measuring Success

It’s the New Year and you have decided to be more aggressive this year and buy more measuring_successadvertising and get your unfair market share.

Sweet.

Great Idea.

Before you do that, hang on a minute.

How will you measure success? What are your SPECIFIC expectations and time horizon?

Buying media is the easy part. Making it work is the trick.

The key is to define what you are trying to accomplish. SPECIFICALLY.

It is just like any goal. If you decide to “lose weight” this year, is that goal good enough?

NO.

In theory, if you lost one pound in the next twelve months, you accomplished your goal. A better goal would be, “I want to lose twenty pounds in the next six months.”

Apply that type of measurable goal setting to your advertising.

Tomorrow, we will talk about the really hard part.

How are you going to get there?

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