A start-up cartridge recycling company decided to spend $10,000 a year marketing through various media including (in order of spend): newspaper, leaflet drops, shop signage, vehicle signage and online.
The business then decided to take a 'How did you find us?' survey, which revealed:
- 36% were existing customers
- 22% were referral
- 21% came in as a result of online ads (mainly AdWords)
- 10% saw the shop front
- 7% came from the leaflet drop
- 4% responded to newspaper ads
In fact, almost the opposite to their priority of marketing spend.
They have now changed from newspaper advertising to a customer loyalty and referral campaign, and a bigger focus on online ads.