Marketing can be expensive and executives demand a solid return on your investments. Knowing where to spend and how to save on marketing can mean the difference between dramatic success and so-so results (or worse). Stop wasting money and start selling more. Learn how to set realistic goals and measure the right results to determine which marketing efforts yield the best return for your growing business.

1. Where’s
My
Marke+ng
ROI?
Joellyn
“Joey”
Sargent
Principal,
Claravon
Consul0ng
Group
©2011-­‐2013
Claravon
Group
LLC.

2. Mys+fied
By
Marke+ng?
1. What’s
the
true
measure
of
ROI
(Return
on
Investment)?
2. Why
is
easier
to
tell
what
isn’t
working
than
what
is?
3. What’s
the
right
recipe
for
your
MarkeLng
Mix?
4. How
do
you
know
which
touch
point
created
the
sale?
©2011-­‐2013
Claravon
Group
LLC.

3. Investment
in
What?
Time
Reputation
Talent
Resources
©2011-­‐2013
Claravon
Group
LLC.

4. What’s
a
Good
ROI?
One
that
meets
or
exceeds
your
objecLves
©2011-­‐2013
Claravon
Group
LLC.

5. Goals
Metrics
Revenue
Increase
in
Sales
Loyalty
Repeat
Customers
Referrals
How
did
hear
about
us?
Awareness
Have
you
heard
of…
©2011-­‐2013
Claravon
Group
LLC.

6. Meaningful
Metrics
§ Metrics
can
tell
you
what
isn’t
effecLve,
and
–
some0mes
–
what
works
§ Not
everything
is
easily
quanLfiable,
but
that
doesn’t
mean
it
can’t
be
tested
• A/B
TesLng
• Add
/
Remove
items
from
your
mix
Monitor
the
RIGHT
metrics
©2011-­‐2013
Claravon
Group
LLC.

7. When
You
Knock
it
Out
of
the
Park
§ Do
you
know
why?
§ Can
you
repeat
the
success?
§ Break
it
down,
look
for
key
elements.
Copyright
©2011-­‐2013,
Claravon
Group
LLC.
All
Rights
Reserved.
©2011-­‐2013
Claravon
Group
LLC.

8. Marke+ng
is
an
Experimental
Process
Try, Test and Repeat
©2011-­‐2013
Claravon
Group
LLC.

9. The
A+
Approach
©2011-­‐2013
Claravon
Group
LLC.

10. Success
May
Be
Hard
to
Define
But
You’ll
Know
it
When
You
See
it
©2011-­‐2013
Claravon
Group
LLC.

11. The
Magic
Mix
§ There
isn’t
a
special
cookbook
for
markeLng
§ Companies
may
use
the
same
or
similar
ingredients,
in
different
proporLons
§ Your
ideal
recipe
is
as
unique
as
you
are
©2011-­‐2013
Claravon
Group
LLC.

12. The
Secret
Recipe
§ Print
AdverLsing
§ Fliers
/
Brochures
§ Direct
Mail
§ Events
&
PromoLons
§ Discounts
and
Coupons
§ Website
&
Blog
§ Social
Media
§ Email
MarkeLng
§ Video
(You
Tube)
©2011-­‐2013
Claravon
Group
LLC.

13. Calculate
Your
ROI
Add
Up
the
Cost
of
ALL
Ingredients
©2011-­‐2013
Claravon
Group
LLC.

14. Calculate
Your
ROI
Compare
to
the
Value
of
the
End
Result
©2011-­‐2013
Claravon
Group
LLC.

15. Refine
Regularly
§ Be
aggressive
in
adjusLng
your
markeLng
mix
§ Eliminate
tacLcs
that
have
the
lowest
return
§ Keep
adding
at
the
top
and
dropping
the
boeom
performers
Caution:
Don’t
change
too
much
at
once
•
You
could
loose
sight
of
impact
/
results
•
Adjust
one
item
at
a
time
and
see
what
happens
©2011-­‐2013
Claravon
Group
LLC.

16. It
takes
several
touch
points
to
close
a
sale
Is
the
Last
the
Best?
…or
just
last?
©2011-­‐2013
Claravon
Group
LLC.

17. Persistence
Pays
50-­‐80%
of
all
new
business
comes
aier
the
5th,
6th
and
7th
touch
or
contact.
70-­‐80%
chance
90-­‐95%
of
people
QUIT
before
they
get
this
far!
5-­‐10%
chance
©2011-­‐2013
Claravon
Group
LLC.
Source: http://www.consulting-business.com/why-your-marketing-needs-many-touches.html

18. Be
Ready
for
Change
“Past
performance
is
not
an
indicator
of
future
success.”
©2011-­‐2013
Claravon
Group
LLC.

19. What
Stays
Constant?
§
§
§
§
§
§
§
§
Belonging
Fear
of
Failure
Gelng
Ahead
Overcoming
Obstacles
Staying
Out
of
Trouble
Helping
Others
Saving
Money
Learning
No
maeer
what
you
are
selling,
MarkeLng
is
ALWAYS
about
people.
Understand
what
moLvates
your
customers,
and
chose
your
markeLng
mix
accordingly
©2011-­‐2013
Claravon
Group
LLC.

20. Ques+ons?
email:
twieer:
linkedIn:
web:
blog:
©2011-­‐2013
Claravon
Group
LLC.
jsargent@claravon.com
@JoellynSargent
linkedin.com/in/jsargent
Claravon.com
JoeySargent.com
20