Counting Traffic unequivocally highlights the impact of marketing campaigns designed to bring more people into your stores. Less apparent are other opportunities to “manage” marketing campaigns and funds. Here is an example:

A small western sporting goods chain saved over $400,000 in advertising expenses the first year they installed traffic counters by measuring the impact of print advertising on their traffic, and comparing it with their sales.

They found that a campaign initially drew heavy additional traffic (and sales); then the traffic increase fell off while the increased sales continued.

They experimented with their next campaign and found that they could eliminate the advertising during the last week of the sale without impacting sales.

They adjusted their campaigns accordingly and pocketed $400,000.