Monitor and Measure Your Results (2)
Tania James and Bill Johnson find they get a steady trickle of new customers as a result of their public speaking. They also know they have helped one or two people who were considering entering the restaurant business take the plunge.
They believe every free promotional opportunity helps establish Blue Gum Restaurant as a quality restaurant that’s in the market to stay.
John Pettit has built his e-newsletter database substantially from giving speeches. Every time he makes a promotional offer in his e-newsletter, sales increase at his garden stores. He now finds his e-newsletter a more successful sales tool than advertising.
John asks everyone who enquires about his balcony design service how they heard about Delite, and an increasing number are now saying they heard him give a speech or a friend heard him speak. Although John has never measured the impact of maintaining a high profile in the community, he noticed that sales dropped slightly when he took an extended holiday earlier in the year.
At this stage, only a small percentage of Jane Amos’s clients come from her speaking engagements. She finds that a few people in every audience take advantage of her discount coupon, but only one or two become regular clients.
However, it’s early days, so Jane is willing to give public speaking more time before deciding whether it’s worth it for her business.
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