“I am going to be an expert witness on the impact of an ad campaign. The ad has already proven to show a great ROI with testimony that the campaign increased sales by 39% from the Director of Marketing. The problem is that I need general information on what ads should expect to generate as a ROI from high to low. To show the nexus between sales and advertisnig. Any advice?” – Ed<\/p>\n
Any ad that can increase business by 39% is a success! Typically most ads bring in far less new business.<\/p>\n
What’s the key measurement of ROI?<\/p>\n
Cost of sales minus the cost of the ad campaign. If the numbers are positive then the campaign was a success, if negative, it needs rethinking, rewriting and redesign.<\/p>\n
Could an ad bring in an even higher ROI than 39%?<\/p>\n
Yes it’s possible. I wrote one newspaper ad at the beginning of my career for which I only charged the client $450. In the first 3 weeks the ad generated over $180,000 in sales, tripling the client’s business within a month. I’ve also rewritten clients web sites and increased their sales by 4-15 times.<\/p>\n
What’s the nexus between sales and advertising?<\/p>\n
A successful advertising campaign pre-sells the prospect minimizing the effort that needs to go into sales. I’ve detailed this approach in ‘Eliminating Obstacles to Sales<\/strong><\/a>‘. Use this link to get the details >>
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\n– Charlie Cook, Small Business Marketing That Works<\/p>\n
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