MARKETING
Demand More Accountability from Advertising
Customized Financing To Make Your Business Succeed
• Set up a measurement pro-
cess. Zyman had the courage to
pull an incredibly popular ad be-
cause he had the data shepherding
him toward that decision. Set up
phone lines to handle calls from a
$1.1 Million
$3.5 Million
particular ad, use promotion codes
Residential
Working Capital
$2.1 Million
to help track customer responses,
Construction
Line of Credit
Fleet Financing
or offer a gift to coupon holders.
Loan
Gov’t Contracting
Loan
• Measure and analyze perfor-
mance. Once you set up a measure-
ment process, be sure to collect data
and analyze it. The techniques list-
$1.25 Million
$3 Million $575,000
ed above help track response rates
Mortgage
Medical Office Retail Property
and/or sales influenced by advertis-
Retail Property
Building Loan Loan
ing. Make sure you record enough
data to make your analysis worth-
while. Figure out what you want to
know about respondents before-
hand and make sure you keep de-
$2.1 Million $250,000 $600,000
tailed records about their inquiry,
Mortgage Defined Contribution Equipment
visit, or sale in order to analyze re-
Warehouse Plan Deposit Financing
sults.
Purchase Term Loan Loan
• Adjust your message accord-
ingly. If you find out that some-
thing isn’t performing as expected,
be prepared to make adjustments.
The good thing about collecting
and analyzing data is that it gives
Craig Underhill
you a yardstick to measure perfor-
Executive Vice President - Chief Lending Officer
mance. Without it, you’re making
decisions purely by speculation…
not exactly how most important
703-667-4161
decisions should be made.
cunderhill@freedombankva.com
Adapted from Bureau Reports by Diane
Brady with David Kiley
10555 Main Street, Fairfax, VA 22030
1 ThinkBusiness June 2009 1
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