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CommCreative takes issue with AdAge article - Study Finds Marketers Don't Practice ROI They Preach.
A recently published survey in AdvertisingAge (AdAge), one of the industry’s leading trade publications, declared that “more than half of all marketers do not practice the ROI they preach.” Is this true of your organization?
The old adage of “teach a man to fish and you’ll feed him for a lifetime” is one of my favorite analogies, especially when applied to marketing. I love teaching clients how to better understand not only their audiences, but the channels that are available to reach them. This allows us to bring the discussion beyond driving simple sales volume, to optimizing higher level metrics like sales lead quality and time to conversion. That is after all where this agency’s sweet spot truly lies. Our clients, working by themselves, tend to be pretty smart marketers and know how to “fish.” We just help them to exchange their home-cooked filet for an entrée worthy of a five-star restaurant.
“The place was packed,” was how Bob Hughes described the September Open House for the Boston Fencing Club. “People were lined up and down the entrance hall to sign up for classes…a definite first.” CCA provides the 149-year old club with expert design and marketing services and it works. “The vast majority of the attendees were from the direct mail campaign CCA did for us,” Hughes said. “Many, many thanks for all your help.