So, you just have that one product to sell, am I right?
Absolutely. Yet, a majority of the marketing types I know will tell you that it's a balanced approach, and in most cases it's several contacts the potential client has with you before they even pick up the phone and call. Now, do you want to hinge your career on making that contact through one avenue? Probably you don't, otherwise you wouldn't be here.
Mailings, radio, television, newspapers, word-of-mouth, seminars, trade shows, promotional items, the phone book, and yes, on-line all play some part in presenting the business to the public. "How did the client find out about you?" Hopefully in many differeent ways. You can even ask them, and they'll tell you the ~last~ place they read your name or heard about you, even though they have heard or read your name a dozen times over the past few weeks or even months.
Which is something that can't be measured in any efficient format. I have had new clients come in that I met at a chanber function years before. Do I allocate all my Chamber dues to that one client as an expense?
Yeah, yeah yeah. That's the same crap the phone company tries to pull, by assigning a special number for the yellow page ad and tracking those calls made to that number, regardless of if those people actually became a client or not, regardless of if it was a wrong number, etc.
Have a really good day.
Paul A. Thomas, CPA