There’s a great lesson in what some of the big retailers are doing during these strange COVID times and it’s something from which all of us can learn.
It is probably more obvious here in Victoria where we are totally locked down but it’s also relevant in other states and countries which have some restrictions on what ordinary people can do.
In Victoria, the metro newspapers are absolutely crammed full of pages of advertising by the big boys.
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Now, sure, they are able to buy their advertising very cheaply. All media are offering great deals for volume advertising because, just like everybody else, they need the revenue.
And the result of this advertising according to the financial reports of the companies involved is that they are going gangbusters and making heaps!
But they haven’t taken their foot off the accelerator… they just keep the advertising roaring along.
And that’s totally the opposite to what many people in small business generally do.
They run a couple of adverts and, whether the adverts work or not, they stop doing it. What they should be doing, of course, is measuring the results of their advertising and, if it is driving business through the door, continuing their campaigns!
Learn from the big boys… measure your results And, if it’s working, keep on doing it!
Oh, and just like the big boys, make it easy to buy!
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