Creative Direction Marketing ServicesCREATIVE SERVICES



Direct mail campaign for Semler Financial Group of Carmel, Indiana.


RETURN ON INVESTMENT (ROI)

Perhaps the most underused, but most important, words in the marketing communications vernacular today are "Return On Investment". What are clients getting for the marketing dollars they are spending?

There are lots of reasons why many marketing communications companies, design firms and advertising agencies do not include an ROI factor in the marketing "Promotion" work they produce for clients. Some are legitimate concerns, such as not having responsibility for the other three "P's" in marketing, "Pricing", "Placement" (distribution) and "Product" (design). But usually, the issues are: 1) a lack of ability to create built-in measurement metrics for marketing communications programs and 2) a refusal to be accountable for results. While it is true that not every marketing program requires ROI or can generate an outstanding outcome every time out, the Creative Direction philosophy is to always try to build in a way to generate response and track, report, and evaluate results.

With the Creative Direction predilection towards building in ways to measure our programs, those efforts must also be aligned with the profitability goals of our clients. Simply said, the idea of marketing communications programs should be to generate measurable results for clients over a set period of time that immediately or eventually result in an incremental increase of revenue.

As an example, a marketing communications program objective might be to increase leads by an amount projected based upon 1) typical response as referenced to a notable organization such as data from the Direct Marketing Association's annual Fact Book, 2) traditional response to prior client programs, 3) the targeted prospect list or selected media, 4) the offer or value exchange, 5) the type of communications (such as a postcard, letter, etc.), 6) the reach and frequency of the targeted audience, and 7) the quality of the creative delivering the message. These factors should produce a projected number of leads and then sales based upon the typical company conversion rate.

At Creative Direction, response-oriented ROI is always the preferred methodology for our clients. For a no-obligation, half hour presentation of how creative marketing and e-commerce solutions can enhance your bottom line, please call Creative Direction at 765-883-8431 or send e-mail to Info@CreativeDirection.com. It might be the best thirty minute return on investment you ever make in your company's future.