Scientific Advertising Part One

Clive Taylor

In the article on Marketing in this section of the website one of the criteria for the successful promotion of your business was to use the right tools to do the job.

At some point you will need to advertise your business but where and on a small budget can you really hope to get your message to lots of interested potential customers?

One of the reasons for creating this website was to try and stop the wheel being continuously re-invented by small accommodation providers.

If someone has had the experience and is willing to share it why do you need to go through the burn to learn what someone else knows?

I've advertised in most industry recognised places with mixed results but when it started to cost me £43.00+ per response to my advertising (2 responses to an £87.00 add in a National Newspaper)I thought I would try and find a better way.  I have never had as much success advertising as when I started my scientific approach to this medium of business promotion.

I already had quite a comprehensive direct mail strategy which obviously required the compiling and maintaining of a database of names addresses
of previous and potential customers, but could this information be used to bring me more customers from my advertising?

Initially I struggled to find a way until an adverting flyer from my local Tourist Board suggested a route I could take. They suggested I have my database 'profiled' which they explained would help me become more targeted in my adverting/marketing.

I explained I wanted to fire a rifle not a blunderbuss in attracting customers. I wanted to know that when I placed advertising it would bring me a response. I needed to have a respectable cost per response because what I was achieving currently was unsustainable.

They explained that with their process they could tell me who my customers are, what demographic they are, where they come from and what they enjoy doing most whilst on holiday. They could also tell me, crucially, what publications my customers read.

I waited to be amazed but not before I supplied them with my database.

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