This is neither bad nor or but quite the opposite. What I mean is that this use of conventional means can be suitable if the results that from her derive are it, but, if the election is, unique and exclusively, the result of inertia (as usually it happens), I advise against to you deeply that you follow with her. In its place, it tries to see what average is those that fit better with the profile of your client. It analyzes point 2 carefully and it uses all the information that allows to give you with those means that are compatible to your market. 7. – Not to correctly measure the results of the communication. The publicity campaigns are made to sell more.

If they sell, fulfill his objectives. If they do not do it, they do not serve for anything. Soon we can disguise the results of mark image, credibility, prestige, bla, bla, bla, but the reality it is that what really matters they are the sales and the level of benefits for the company that of them are derived. Lamentably, not always we can directly bind sales with publicity campaign, but it is our obligation establishing the opportune indicators to try as far as possible to know that it is contributing the communication to us. Generally, when we did not work with announcements of direct answer where the client answers that announcement directly, turns out more complicated to measure the economic impact. In these cases, you will have to fix what action you try that it promotes your communication (visits to commerce, calls of telephone, e-mails, ) and to control the level of success secured with them. If, in addition, you can make a pursuit from those actions until the sale concludes, perhaps, you can get to measure in terms of sale an important percentage of your advertising investment.

8. – Not to extract the opportune learnings that allow you to make it better in the future. This is a principle that you must apply to all projects. Nothing concludes if before you have not been able to realise an analysis than it has been the project and to remove the key points that will allow you to do it better from now on. There is nothing no better to learn than the own experience. The positive and negative aspects of any project indicate the way to you that you must follow in new adventures. Quick attention to which you have done, analyzes the results carefully, remembers what you have done well and tries to understand because it did not work what left bad. When you have finished, it learns of it and it improves. To anybody it likes to have the sensation that a great part of the resources that invests in communication loses or, at least, does not know very well that it is what they contribute. These 8 points are going to allow to you to make the things with a little more of sense. The campaigns that respect everything what I finish to you aiming, have many more probabilities of proporcionarte what delays of them who those that does not do it. The steps are simple, now, you only must put them in operation. It is your moment.