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Advertising Resource Center |
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Mortgage Marketing - Broadcast Advertising vs Direct Advertising
Do you know how to design and deploya marketing campaign? Even if your ad budget is small you should still plan and measure the results of you advertising. This process is the key to your ultimate success. You see, there are two types of advertising. The first is broadcast marketing. This category includes TV and radio commercials. While broadcast ads can be effective, they are very expensive and almost impossible to measure. And you can't manage what you can't measure. Which brings us to direct marketing. These ads are sent directly to your prospects. Sales letters, coupons, and order ready websites are some examples of this type of ad. But the truth is, any ad that you can accurately measure the results of falls into the category of direct marketing. The advantage of direct marketing is that it is more science than art. You can key every ad you use and measure the real world results exactly. This is huge. Through trial and error you can test the effectiveness of your ads. Over time you can gradually improve the pulling power. Eventually you'll have a set of ads that work really well. More sales for less money. To get there you must key every ad and keep careful records of the results each produce. Run two ads every time you advertise in any given media. Compare the results and go with the winning ad. Then write another ad and put it up against your winning ad or control. If it beats your control then use it instead. Keep refining and testing. This is an ongoing process. Markets change and ads loose their effectiveness after a while. To have a top-notch marketing campaign you must be constantly improving your ads. To Your Prosperity, David A. Wells, owner of http://www.Mortgage-Millions.com and author of The Millionaire Mortgage Broker's Marketing Manual, is a mortgage marketing expert who helps mortgage brokers succeed. He can be reached at mortgage@mortgage-millions.com.
MORE RESOURCES: Student debt snares parents, putting retirement at risk Sept. 1 (Bloomberg) -- Funding your child's college education is on many parents' mind. With college tuition costs rising each year, there's reason for concern. So, before starting a savings plan, make sure to do your homework and pick the investment option that's right for your family. Mitt Romney’s statement that the “very poor” don’t concern him comes as the portion of Americans living in deep poverty is the highest in 35 years Vigorous debate on the value of state backing Chinese Premier Wen Jiabao raised the prospect of contributing to the euro-area’s bailout programs, telling Chancellor Angela Merkel that China may be prepared to assist in resolving its debt crisis. Reserve Bank of India Deputy Governor Subir Gokarn said the monetary authority will cut borrowing costs once it’s confident inflation will keep slowing. Royal Bank of Scotland Group Plc, which accused a fired Singapore trader of manipulating London interbank offered rates, had condoned such behavior and sought scapegoats in an internal probe, the former employee said. Japan Inc. is suffering and the supply chain is bearing the cost. The U.S. labor market recovery is broadening as industries from construction to retail to manufacturing added workers in January and the jobless rate fell to the lowest level in three years. Feb. 3 (Bloomberg) -- Douglas Creutz, analyst at Cowen & Co., and Paul Kedrosky, author of the Infectious Greed Blog and a Bloomberg contributing editor, talk about the relationship between Zynga Inc. and Facebook Inc. They speak with Cory Johnson on Bloomberg Television's "Bloomberg West." (Source: Bloomberg) Advertising campaigns aren't only being designed for TV anymore, the Super Bowl has gone high-tech The day's top ten most important stocks include Estee Lauder, Research in Motion and Zynga Feb. 3 (Bloomberg) -- Steen Jakobsen, chief economist at Saxo Bank A/S, discusses the outlook for Europe's sovereign debt crisis and the U.S. economy. He speaks with Susan Li on Bloomberg Television's "Asia Edge." (Source: Bloomberg) The social network may be valued at $100 billion, or 100 times profit Buyout funds see profits in turning foreclosed homes into rentals |
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