Posts Tagged ‘social media’
August 16th, 2010 | 
Author: |
Medium
|
Cost
|
Campaign Return
|
Audience Reach
|
| Local Television |
30 seconds in top 10 market: $4,000 to $45,000+. |
Higher than direct mail | Large number of consumers but a small target audience. |
| Network Television |
30 seconds in prime time: $80,000 to $600,000. |
Like direct mail | Very high number of consumers with very low ROI. |
| Cable Television/Ad Insertion |
30 seconds in prime time: $5,000 and $8,000./Ad insertion $2-$280 |
Higher than direct mail |
Lower number of consumers but offers better audience targeting. |
| Radio | 15-60 seconds: $200 to $1,000. |
Lower than direct mail. |
Depends on station. Good reaction numbers but at a high cost. |
| Magazines | National Magazine: $50 per 1,000 issues. Local magazine: |
Like direct mail | Depends on circulation. |
| Direct Mail | Letter-sized envelopes: $15-$20 per 1000. Single sheet newspaper insert: $25-$40 per 1000 issues. |
1-2% is a great return | Depends on copy and follow-up |
| Search Engine Optimization and SEM |
$15,000-$75,000 per year.
Landing pages with co-op |
Like direct mail | Visitors are seeking your products and services and return to become regular customers. No personal contact. Only email back. |
| Phone Follow-up | $500-$75,000 per month for two people calling from part-time to full-time. |
Increases response 10-15% | Medium high ROI. When on phone customer buys if the right sales pitch. Lead recycling.. |
| Mailer and Phone | $3,000-$75,000 per month.
for two people calling from part-time to full-time |
Direct mail then phone response | High ROI. If right timing of sales scripting and mailer. Must have great copy. Lead recycling. |
| Mailer, Phone and Landing Page Optimization with email, newsletter and SEM with specials. |
$3,000-$75,000 per year.
Landing pages with co-op minimuim 3 months SEO and calling is working for you |
Direct mail then phone follow-up with collection site/co-op advertising/ and SEO |
Exceptionally high ROI as visitors are seeking your products and services and return to become regular customers. Lead recycling |
Obviously these are sales strategies with average returns. We implement earnings moves that go along with sales strategy but in addition go something like increase price 3%, increases margin 3% and decrease advertising3% which results in a 15% more increase to EBITADA. What ever your sales strategy is going to be we add an earnings move. Make sure you do the right combination of media since they could work against you with the same 15% if wrong. Find out with a quick analysis with CenterfigurE and remove any obvious blunders.
Posted in ebitada | 
Tags: business strategy, business strategy consulting, social media, strategy | 
Comments Closed
Is social media another form of word-of-mouth? Business value rule number two from “14 Unalterable Business Value Laws” states, ” Word-of-mouth sales must be more than 20% of gross revenue or reduction of business value starts to occur.” Word-of-mouth could take on several purposes in a business like B2B, customer to new trial user or new potential customer. Social media is word of mouth at its finest, but without a well thought out strategy, success rates will suffer. What type of referral system/social media is working for your business?
When a business buyer is looking at business for sale they always look where sales are coming from. If a business owner is spending to much on her/his marketing budget for T.V., ppc, cable or other push media(for new leads) the business buyer knows something is not working. And word-of-mouth is not spreading the name, product knowledge and affection of the business. Something is not working.
Word-of-mouth is either working for or against business value. We all know that one disgruntled customer tells 7-10 people about their poor experience with a business. While one happy customer tells only 4-6 people about their positive experience. How could your business optimize word-of-mouth while maximizing business value?