CLIENT SUCCESS
MARKETING HOW-TO
HOWTRACKINGROI ( INCORRECTLY) CAN HURT REVENUE Recently, I was doing some testing on Facebook, and in one of the posts I made, I asked a question about a Firehouse Subs advertisement. The ad was a few years old; I think it came out about the time when “Fifty Shades of Grey” was making headlines, which to me makes it brilliant. In my post, I asked a simple question: Given the fact that the ad is talking about BDSM in a funny way, do you think this is good marketing? One reply I got back said that they couldn’t know without seeing sales numbers before and after the ad ran and calculating the ROI. That response made me want to bash my head against the wall. If I were talking about a hypothetical sidewalk campaign at Name That Store, I would be talking about an A-frame sign that cost $250 to create. If that advertisement created any kind of local brand awareness, it would have been worth the $250, no question. However, I was talking about a national-level campaign, and for those, tracking ROI is much more difficult. The fact is that this campaign is still generating buzz for Firehouse Subs even today, and this means that their ROI, from a brand awareness standpoint alone, is nothing short of spectacular. I’m not the only one talking about it, either, since I saw it on Facebook and decided to post about it on my page. Others saw my post, we started talking about the ad, and I’ve decided to write about it here. How do you track that?
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My point is that you’ve been sold a lie. The lie is that everything you do in business and marketing MUST have a direct ROI. This would have been great advice in 1978 when there were
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