Secret of My Success

Follow-up to my Pontiac Apprentice post::
The http://www.pontiac.com/apprentice link now forwards to a page that has the following text…

“The “Raise the Roof” promotion was a resounding success and has officially ended.”

450,000 visitors short of your goal is a resounding success?!

Meanwhile, AT&T is calling their “delivered” campaign that raised the ire and the eyebrows of the blogosphere a “success”. (via AdJab)

“With awareness tracking registering at 80 percent, the brand campaign’s new tagline “Your world. Delivered.” looks to be quite a success at five months into its run.”

You mean to say that 80% of people recognize a brand name that’s been in existence for 121 years? No Way!!

Tracking and effectiveness are sometimes the hardest things to deal with in marketing. Luckily, there’s an easy two step process to determine the success of any marketing campaign…
Step 1 – Look in the cash register.
Step 2 – Is there more money in there because of the marketing?
If the answer is ‘YES”, then you have a success. If the answer is “NO”, then it was a failure.

Customer traffic and sales are ALWAYS the clear indicators of marketing success. Now with a “branding” campaign like AT&T’s, you can cut a little slack because the ROI on branding will trickle in over the next several years…but still, there should be an immediate uptick in sales/inquiries.

Pontiac and AT&T have to sugarcoat the results of their marketing to placate investors and others in the organization. But with your marketing, make sure that you’re not fooling yourself with your “success”.

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