ROI is Your Tool to Show the Value You Offer—but it is more than telling them the response rate!
With countless media choices out there, every vehicle you choose to communicate your message should be justified through measured results. When you are working with multi-media/cross media campaigns you need to report the benefits from each element of the campaign. Attend this seminar to find out how to track the ROI of your direct mail efforts through statistically sound methods that demonstrate accountability, amplify the ad spend, and measure impact of an overall marketing campaign. Testing and measurement need to be planned for as you design a campaign. Understanding how you plan to report the results to the customer to show the ROI is critical to the tracking and measurement plan. This session will cover 10 different ROI analysis options to report to the customer, and discuss the sample sizes needed to analyze the potential results of various campaign formats.
John Leininger has been a Professor in the Department of Graphic Communications at Clemson University for 28 years. He has taught courses in digital printing, lithography, flexography, inks and substrates as well as the department’s management class dealing with estimating, planning, equipment purchasing, cost analysis and plant layout. Like his teaching, John’s training and presentation strategy reflects the Clemson Department of Graphic Communication’s Mission Statement: To develop dedicated, practical problem solving people for the printing, publishing, imaging, packaging and allied industries.