Making It Happen
“Hey, Bob, you and your agency did an incredible job, winning eight awards, great public relations, what a beauuuuuuutiful and ecological sound effort, but the results, well they sucked. The CFO just told me to screw the great design, get great results—ROI—get it? Bye Bob. Great stuff, perhaps in an age long past.”
If you are a printer or a marketing services provider, it’s great to offer your stuff—your sheetfed, web or digital stuff. But in the end, what are you bringing to the table besides ink on paper (OK, toner on paper as well)?
I have heard this conversation a number of times: “Julie, we love you and your shop. Your people are the best printers we have ever used, eh, since the last guys. You really know your stuff, but to be honest, we need more then ink/toner on paper. We need increased ROI and a partner that can help us achieve that goal. Can you help with that Julie? Julie, are you still on the line?”
No, making it happen is the key, and the key to making it happen is ROI, your ROI and the ROI of the firm that hired you to fulfill there marketing adventure. Not that the formula to discover ROI is simple. ROI is a complex beast, sort of like the Yeti, we all want to believe it is real, people travel and search the world looking for signs and in the end all we get is a faked footprint, a sighting by a near blind yak herder or better still, I have proof but you can’t see it stuff.
No, making it happen in today’s world means looking for the solution, the chemical make up of the DNA of profit, by using your electron microscope to examine the composition of ROI. What makes a project profitable? How can I affect the formula? How can I increase the sales (not leads, but sales)? How can I gather proof of my success and be given credit for that increase in sales? Can I repeat the effort? Can I prove the experiment, and can I really solve the cold-fusion-like problem of communications? Can I say print AND or pROInt?
Thad Kubis is an unconventional storyteller, offering a confused marketplace a series of proven, valid, integrated marketing/communication solutions. He designs B2B or B2C experiential stories founded on Omni-Channel applications, featuring demographic/target audience relevance, integration, interaction, and performance analytics and program metrics.