Measuring Return On Investment

...or Is My Brand Working?

To measure the impact and effectiveness of marketing and branding on the bottom line alone is a mistake. There are far too many facets of the success equation. It is easy to lose enthusiasm and focus if there are no intermediate benchmarks of success for activities that will ultimately affect the bottom line.

The value of reputation, relationships, brand awareness and consumer attitudes related to your business, are impossible to measure just on financial return.

A thorough evaluation of where your business is now and the identification of the most important next goal is a good place to start.

Other measures of ROI are:

-number of leads generated

-total sales revenue generated

-change in awareness of your brand ? attention form the media

-change in market share

-change in buying pattern re products, days etc.

-change in intent to buy

-increase in incremental sales revenue

-customer retention

Look for ways to track your progress keeping the end in mind. It is all about prioritizing and being able to identify and sort the factors that are crucial to your success, from the insignifcant details it's so easy to get caught up in.

It may feel more productive to be doing, but it is actually more constructive to be planning. The odds of achieving marketing success increase exponentially if you are aware of what has succeeded and failed in the past. 80 to 90% of effort is well spent on identification, planning and determining the success metrics, with the balance on execution and assessment.

The owner of a successful business or product is often reported as saying, "It seemed to develop a life of it's own and just take off." It could be a lucky break but often it's the result of years of experience and thought finally put into action.

Nancy Fraser is the President of Nota Bene Consulting a marketing and advertising firm that encourages their clients to "First Ponder, Then Dare". Sign up for the free ezine at http://www.notable-marketing.com

Why Having A Niche Automatically Boosts Your Credibility - Become The Expert by Getting Focused

Yes, yes, we've heard it all before... loads of life... Read More

Nike / Sears / Kmart

The Sears-Kmart merger hopes to fabricate some sort of silver... Read More

Multi-Brand Franchises in the QSR Sector

Well not everyone is aware that McDonalds also owns several... Read More

Build Customer Loyalty by Promoting Your Customers

Do you want to attract new customers while building greater... Read More

Corporate Internet Branding is only Part of A Business Success

Gaining new clients that are excited about developing a corporate... Read More

Business Branding - How Character Affects Customers and Your Business Image

The public buys far more than just your products, services... Read More

Attract More Clients With A Brand Identity

You've probably heard that people buy products and services from... Read More

Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots

Try to avoid backing up whenever possible. Occasionally some one... Read More

How to Write Classified Ads that Get Results Now.

SELLING DIRECTLY FROM A CLASSIFIED AD Classified ads can be... Read More

Brand Positioning - Brand Image

That cross-trainer you're wearing -- one look at the distinctive... Read More

Picking The Design Company Which Is Right For You

So you've decided to go for it-you're ready to choose... Read More

When Search Engine Marketing and Trademarks Collide

In the world of marketing, branding issues are always an... Read More

Hummer is an Excellent Brand

What size is your Hummer? Hummers Come in All Sizes;... Read More

Brilliant Branding Builds Business

Branding is more than product recognition or a simple logo.... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with... Read More

Shattering the Branding Myths

If you've been online long, you're sure to have seen... Read More

Brand Building 101

Building your brand into a brand leader isn't easy. There... Read More

Corporate Branding and Professional Logo Design

Any business with the minimum interest to be successful should... Read More

Internet Branding

Having been in the franchising business all my life and... Read More

10 Secrets for Free Media Placement

Why pay a high priced PR agent when you can... Read More

Logo Design Tips

Logos can be described as visual icons that provide a... Read More

John Deere and NASCAR; Excellent Use of Brand

We should all recognize the marketing efforts of John Deere... Read More

How A Crazy Branding Stunt Can Bring Results For Years

As a beginner, you would be forgiven for thinking that... Read More

Brand Image - Brand Identity - Brand Strategy - Brand Identity Guru

Consumers perceive and accept many brands within a certain trade... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see... Read More