Robert S. Kaplan, David P. Norton's Balanced Scorecard Report - The Strategy Execution Source - PDF

By Robert S. Kaplan, David P. Norton

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Additional info for Balanced Scorecard Report - The Strategy Execution Source - Volume 11 Number 6 - Nov-Dec 2009

Example text

It provided some notoriety and credibility, but did it provide ROI? No, definitely not. Maybe if we had a million-dollar budget and were able to commit to a full campaign, but it was too expensive to keep up the initiative on TV. Same thing for radio ads—we were spending thousands of dollars for radio ads on Clear Channel. But the way that conventional media works is through frequency and repetition. You would spend thousands of dollars per month to air a 15- or 30-second commercial, and for what—brand awareness?

Which keywords worked better than others? With this information, you can evaluate your ad budget-to-visibility ratio and adjust accordingly. If you find that certain keywords just aren’t producing results, you simply eliminate them. This way you can EITHER YOU ARE VISIBLE ● ● OR YOU ARE INVISIBLE 19 dedicate a larger portion of your ad budget toward the keywords that are most effective for your targeted campaign and that are illustrating success and, most importantly, results. What is great about this is that this evaluation can occur in real time and with the ability to alter the campaign rather quickly, unlike a television or radio campaign, where you commit to a specific length of time and wonder what the results were.

Have you been featured in any media—radio, TV, print, etc.? ● “Best of . . ” ● If you are a franchise, what awards has your franchise won? You can use that borrowed credibility. ● What about reviews? ● Google reviews ● Yelp ● Better Business Bureau ● Merchantcircle ● Yellow pages ● Client testimonials What do you do better and differently from your competitors? What special giveaways do you offer? 8 ● ● ● ● ● ● ● ● ● WIN THE GAME OF GOOGLEOPOLY Do you have a customer loyalty or rewards program?

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Balanced Scorecard Report - The Strategy Execution Source - Volume 11 Number 6 - Nov-Dec 2009 by Robert S. Kaplan, David P. Norton


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