You hear these days that ROI is KING. The CFO wants it, the CEO wants it and sometimes even the CMO does too! So as a Marketer, what are you to do? How on earth can you recommend a campaign or coupon promotion that delivers a lower ROI than say a direct marketing campaign? Well, the answer is it comes down to what's important for the brand at the time.
For example, If you get a higher ROI on a say $10 coupon, but a sweepstakes for a paid vacation gets a lower ROI what do you do? Well, the coupon will drive immediate sales and be absolutely measurable(based on redemptions of course). The sweepstakes takes time for the ground to swell, but you might have a larger viral following, get more repeat purchases long-term so people can enter the sweepstakes more than once, and build good will with the brand. Plus, you as a Marketer aren't "discounting" your brand.
So next time you're charged with high ROI programs, don't be lazy! Fight for your brand and what's right!
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