There’s More to Marketing ROI (return on investment) Than Meets the EyeWritten by Joy Gendusa
All too often people look at marketing ROI in terms of response rate: in other words, “I sent out 10,000 pieces of direct mail and only got 39 responses which is terrible.” This is wrong think. When it comes to marketing ROI, you have to realize that term means Return On Investment and return is measured in dollars (or your local currency). Let’s say you spend $2,000 to get out a bulk mailing of 5,000 pieces and you get 10 calls as a result. Doesn’t look like much. But of these 10 calls you close 6 and get immediate sales of $12,000. That’s marketing ROI! And that’s not even taking into account future sales to those 6 new customers. It could add up to hundreds of thousands of dollars. The same simple mathematics apply to any other marketing efforts: radio ads, press releases or articles in magazines, print ads, yellow pages, web site, etc. Obviously you need to keep track of response from each marketing campaign you do so that you can weed out unsuccessful campaigns and strengthen successful ones. Case in point:Jeff Lee, CFO of a very successful consulting company, Measurable Solutions, has adopted a successful small business marketing strategy based on direct mail marketing. Key elements are mailing out a newspaper and full color postcards. The design is done in house and printing and mailing is done by a specialized postcard printing company. In his own words... “We get our best response from mailing out a newspaper and back it up with postcards. Depends on postcards. Some postcards have pulled better than others.
| | Find Clients By Saying NoWritten by Susan Harrow
***Permissions***You have permission to publish this article in its entirety electronically, in print, in your ebook, or on your web site, free of charge as long as no changes to content are made and you include my byline, copyright, and resource box. Please notify me of publication by sending an email with a copy of your publication to: mailto:newslettereditor@prsecrets.com Thanks! ===Article Follows=== Find Clients By Saying No 1. Nourish your secret inner life. *If we have little idea of what we really want from our lives, or what a soulful approach might mean, then often only entrance we have into soul comes from ability to say a firm no to those things we intuit lead to a loss of vitality....But in continuous utterance of no is a profound faith that yes will appear....One way to come to yes is to say no to everything that does not nourish and entice our secret inner life out into world.* David Whyte, *The Heart Aroused: Poetry and Preservation of Soul in Corporate America.* If you're longing for something to say yes to other than another pile of paperwork, this book will help keep your heart in your work- or get you out of work that doesn't have heart. Order it at: http://www.amazon.com. Keep in mind what you're trying to accomplish when you're marketing yourself so you can use your inner and outer resources most effectively. 2. Say no to whatever doesn't thrill you. In course of every week I say no to people who want to hire me for media coaching or marketing strategies. Not because I don't think they have something to offer, but because it doesn't thrill me. Over time, less and less people who I'm not interested in call me. This week I've brainstormed with a career counselor on discovering type of clients with whom she wants to work. She has extensive experience in corporate world with Fortune 500 companies and is shifting her business to include artists and entrepreneurs who are thoughtful and passionate people. I invited her to focus on qualities of people she wants as clients versus their profession. If you're inclined, start your own list today. She continues to work on a detailed list and already two new potential clients called her last week that suit her criteria. To create a swifter transition from her business background to attracting a more creative clientele I suggested she offer her services free to her artsy friends.
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