Following up is crucial to your ad program’s success.
To maximize your advertising investment,
actively track and evaluate the success and return on investment (ROI) of your campaign. With your yellow pages
print ad, track response, be mindful of your renewal date and plan for your next ad. If you have an online ad you
can “tweak” it quickly using Idearc Media Web professionals, to move on a seasonal opportunity with an
add-on like a downloadable coupon. This is why the best advertising programs include both print and online ads.
Also consider:
Follow up phone calls (or e-mails) to gauge customer satisfaction and intent
Create a referral program that rewards loyal customers and attracts new ones
Create a customer retention program using things like discounts or coupons for
repeat business
Become a trusted advisor by helping the customer with unbiased product and service
information and advice
Work with your marketing people to differentiate your business
