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In Summary

There are many tools available to help you market your company. No single tool will be best and not all tools work for all companies.

1. All media or tools should be researched and measured (tracked) continually.

2. Initial research should be conducted to match the media or tool with your product or service. Not all tools work for all people. This research should result in a “cost per” metric that is appropriate to the tool or medium. Always remember that the metric must apply to your audience segment, not the total audience.

3. Monitoring or tracking must be employed to obtain a cost-per-sale metric.

4. Cull poorly performing media and invest more in positively performing media.

5. Media sales representatives are not consultants. They do not have your interest at heart. Their only goal is to sell you their media. You must keep that in mind when purchasing any marketing tool.


  

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