Have business goals!
If you don't have some pretty hardened business goals for a campaign you're going to run, then don't waste the money. Advertising to advertise is not a good use of money. If the agency you're working for doesn't work with yout to identify some goals, before you cut them a check, make sure you call some other companies. Otherwise, you'd be better off just sending me a check for whatever you're going to spend, and at least you'll get some positive word of mouth from yours truly.
So, what are some examples of appropriate business goals? Without ducking the question, let me first say it differs wildly from one organization to the next, but here's some rough examples:
- Increase web leads by 25%
- Double sales for targeted categories
- Drive 2,000 goal page impressions each month
- Achieve x% ROI for product targeted ad groups
- “Well, you see, Norm, it’s like this. A herd of buffalo can only move as fast as the slowest buffalo. And when the herd is hunted, it’s the slowest and weakest ones at the back that are killed first. This natural selection is good for the herd as a whole, because the general speed and health of the whole group keeps improving by the regular killing of the weakest members.
In much the same way, the human brain can only operate as fast as the slowest brain cells. Now, as we know, excessive intake of alcohol kills brain cells. But naturally, it attacks the slowest and weakest brain cells first. In this way, regular consumption of beer eliminates the weaker brain cells, making the brain a faster and more efficient machine.
And that, Norm, is why you always feel smarter after a few beers.”