Marketing in the dark is the act of spending money and other resource on marketing activities and not having any idea which approaches are working.
Marketing in the dark is a very common activity.
- Just how much business does your prospectus bring in?
- If you didn’t have a 16-18 prospectus, would you still fill your programmes?
- If you stopped advertising in the local papers, or if you increased your advertising, do you have any sense of how your change in behaviour would affect your income and enrolments?
Metrics matter.
You really do need to measure the impact of what you’re doing, if you’re going to know where to spend resource on bringing in more business.
So what do you measure at the moment?
What do you need to measure to be sure you are using your marketing resource well?
Leave your comments below.
This is the sixth post in a series of ten about client attraction basics.
