Tip of the week: Measure where each new customer heard about you

If you do not ask, you cannot know which marketing works. You may be spending money on a poster that brings nobody while a free WhatsApp status brings ten customers.

Add one simple question to your routine: "How did you hear about us?" Keep a small notebook or a note on your phone with columns for date, customer and source, such as friend, signboard, Instagram, WhatsApp, passing by.

After a month, count. You will probably see two or three sources doing most of the work. Put more effort into these and reduce time on the weak ones.

Be careful not to expect perfect answers, because some people forget. A rough picture is still far better than none.

A food vendor in Mwanza could learn that most new office customers came through a colleague's recommendation, and decide to offer a small discount for office group orders.

This week: start your notebook and ask every new customer the question.