ROI and TCO in the marketing world?
“Measure It”!
In today’s business world almost every customer is focused on getting a “ROI” Return on Investment and “TCO” Total Cost of Ownership.
ROI and TCO are mentioned in every trade publication. Customers spend many hours with their teams trying to understand this great dilemma. Vendors talk about how to help customers with these challenges also. With many products and services it’s fairly easy to quantify the hard costs of a product vs. sales matrixes that determine the ROI and TCO.
As a SVP of Marketing or Director of Marketing for an enterprise or global customer this is a real challenge. How do I make sure I am getting a ROI and controlling my TCO with my marketing budget? With so many forms of traditional advertising and web marketing being used all the time, most customers cannot wrap their arms around the big picture and quantify how their marketing $$$ actually affect the bottom line.
Using a web centric Integrated Marketing approach can help you measure the results of your marketing efforts. Did you knowing that the #1 response mechanism in the marketing world is TV directed to the web, the #2 response mechanism is Radio directed to the web, and #3 is Direct Mail directed to the web? Using an integrated software based solution like Brandwidth uses CRM (Customer Relationship Manager) to help measure the results is a great start. Developing a plan to drive as much traffic as possible to the web makes it easier to manage the results. Special landing pages and 800 # tracking makes it possible to measure the results of any marketing effort whether its web based or traditional TV, Radio, or Direct Mail.
The moral to the story is “Measure It”. Measuring the results of your marketing efforts will give you the flexibility to try, modify, and prune your marketing efforts to get the greatest results with the least amount of cost. Measure it and you will seen as a hero with in the sales organization of your company, and be perceived as a cost conscience effective leader by the rest of your company.
“Measure it”
Client Example: Recreation Unlimited
The Work:
Website development, national landing page promotion, Search Engine Optimization, Hosting, national internet marketing campaign, performance analysis, and web video production.
Background:
Recreation Unlimited desired a web presence and internet marketing initiative to attract a niche customer base for its GoalrillaGoal brand basketball goal. Brandwidth developed their marketing message, clarified their internet marketing objectives, strategies and tactics while developing a clean and easy to navigate web presence that is performing well above initial company and site goals. Integrated web video is the focal point of a landing page promotion program.
Results:
Since beginning work with Brandwidth, sales have increased by more than $2,000,000 per year. Not to $2,000,000, we’re talking additional sales. Recreation Unlimited is now the nation’s #1 online and offline retailer of Goalrilla Goals and has contracted with Brandwidth for the development of two new, unrelated product lines.