Asking this question has guided many advertisers down the wrong path.
“How did you hear about us?”
Image courtesy of “Jeroen van Oostrom” / FreeDigitalPhotos.net
Ugh.
First, let me point this out – all of your marketing efforts and advertising works together. Or it should anyway. You may get somebody saying they saw your Direct Mail piece, but they heard your Radio ads for 2 or 3 months prior to that. Someone may say they found you online, but actually a friend told them about you and then they looked you up online.
I want you to ask a better question.
“WHY did you choose us?”
It’s a better question because you want to know what words “moved them” in your advertising messages or website verbiage or what a friend said about them. Then, you can take that information and continue to tweak and improve your future advertising message to the public.
Then, to take that a step further…ask your current customers…
“Why do you KEEP choosing us?”
This will help you improve your advertising far more than the slippery “How did you hear about us?” question.
Have a great day!
For more help with local advertising performance, and advice concerning what you should actually SAY in your advertising to make it work better, consider my book, “Take a Bigger Slice”.
Duane Christensen
Non-Fat Advertising blog
