If you were to consider all of the things that “everybody already knows” you’d think everything had an answer, was fully handled requiring no further attention from you, and was yet impossible because it couldn’t be changed no matter what you did and so was hopeless- all at the same time.
Well, its common sense that two opposite facts can’t both be true, so somewhere something is off in the general “everybody already knows” category.
I ran into a common example of this recently when consulting a client on their marketing. It was thought that since they were a franchise, the marketing directions and promotional pieces that they had been given from corporate were of course good and effective. That those pieces had been surveyed against an existing prospective market, and existing public and were set to hit the client’s local demographic, even though the corporate office was in the Mid West and the client was on the east coast- and these were generic promotional items for all 90+ franchise over the entire US.
But of course the promo must be good, otherwise why would they give it to them? Now, that’s a touch of the “everybody knows” attitude, and its quite common in everything from marketing to sales, to problem solving. A belief that it’s all taken care of, or handled, or reversely “unhandleable” without actually inspecting the scene and the results.
In marketing, it’s death to take something for granted. A successful campaign in one area might be sheer disaster in another. Thus in marketing one always tracks their results, stays with what has been successful in past and when branching out into new things tries out pilots and again tracks those results. Marketing is nothing without tracked results.
There are many ways to track marketing results- Google Analytics for online campaigns is very good (though you seem to need a masters degree in “Metrics” to decipher it), but most websites also have their own web-results tracking built into the site to see where their visitors came from, where they went or why they didn’t stay. And off-line campaigns (postcards, flyers, etc) can be tracked just as easily too with call tracking as a way to see how many people were interested enough in your promotion to check it out, and that along with “website forwarding links” which track those prospective clients that visit your site off your postcard, flyer or brochure, give a well-rounded tracking system. (A Forwarding Link is a web address you get with a different name but it forwards to your website – like http://linktrack.info/localpostcards.)
With these easy to set up and use services you can track any marketing you do and really know for yourself what works.