Tag: ROI marketing


May

28

2013
Chasing perfection is like chasing the horizon.

Effectiveness Rules

Here’s the conundrum. You, I, and so many other marketers toil away at our promotional creations. Then we far too frequently engage in a back-and-forth scuffle between agency pundits, organizational stakeholders, and anyone else who cares — or dares — to interact with the project. We wrangle over word choice (or word selection? word fit?); we try to connect color choice with emotions they evoke...

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May

05

2013
Find your great customers and keep your business strong.

RFM: A Simple Way to Grow Your Business

If asked who your best customers are, you might consider them based solely on dollar volume. Big spender, great customer. Makes sense, right? Not necessarily. Dollars spent are one part of what you need to know. Considering only the dollar value of a customer leaves off other indicators that help tell the tale of potential future earnings. It’s common business sense that mining your customer...

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Apr

17

2013
Big money time.

ROI Marketing

The difference between marketing investment and marketing cost lies in our ability to determine the return on investment of marketing expenses. If we can assess the dollars our marketing initiatives bring in — if we’re practicing ROI marketing — then we can determine results and deem the spending an investment. If we don’t know the results, then spending is a cost. In tough times —...

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Apr

12

2013
You've got mail.

Email Marketing 101

When you send out a solicitation email, you’re initiating the first step in a communication chain devised to create action.  Generally, the second step is to move the recipient to your website, where you’ll wow them with great content, a great product, and a great offer.  Don’t   overload the email copy….create enough interest to cause action.   Remember:   you’re not going for the sale in the email.  Keep...

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