What makes sucking sounds louder than an airplane toilet? A branding or integrated marketing program that the executives of your company see as an expense rather than a way to generate revenue. The money people in your organization need hard numbers before they’ll increase your budget.
And unfortunately, traditional business marketing metrics are about as firm as the Pillsbury Dough Boy in their eyes.
True ROI is not readership scores or click-throughs or response rates. It's not awareness, preference or even intent to buy percentages. ROI is one thing and one thing only: It's the ability to say to the money guys, "For every dollar you gave us, we're giving you back 600 in return."
Here are a few things that will give them the hard measures they need:
If you’re interested, we have more ideas that may help.
Mike will explain them.
