The Chronicle’s Business blog

Department store king R.H. Macy said half his advertising brought in most of his business - he just didn’t know which half. That’s a common complaint from business owners who don’t track their sales. In the Internet Age’s Google Analytics, Instagram Insights and other technology, anyone who does not track results is either lazy or a dope. Don’t you be either. Some business owners have asked us how often they should advertise, online and in print. The right answer is “every day” -– and more than once a day if you can. It’s why you receive so many unsolicited offers in your email inbox. It’s why you see so much print advertising in newspapers and magazines. If you let your competition beat you, he’s going to gain an advantage and cut into your market share. It’s why Sears and Montgomery Ward sent catalog after catalog to rural families who lived far from their stores. It’s why L.L. Bean and Eddie Bauer continue to do it. They know they must constantly keep themselves in your mind. They know you will page through catalogs, newspapers and magazines and see something you like, then go to their store or website to buy it. We have a novel feature we offer our advertisers. They buy an ad in the Chronicle and get the same ad in the Lake Murray Fish Wrapper and on our site. Their ads have links in them that carry customers to their sites to place orders. Can you imagine what that could do for your sales? For a complimentary digital copy of “Uncover Your Inner Sales Genius,” email JerryBellune@yahoo.com

Copyright 2018, The Bellune Co., Inc.