Client Newsletters

HOW DO YOU ADDRESS ROI MEASUREMENT?

Looks like ROI or ROAI (Return on Advertising Investment) is starting to get its share of the spotlight. Clients are asking their agencies for measurements, asking for the incorporation of techniques that show ROAI. Imagine - they actually want to know if their spending makes sense. Some of your agencies have real evidence, maybe they've developed elaborate formulae to calculate and demonstrate. But there's another school of thought - to quote Al Ries - "If an emphasis on creativity is the biggest mistake you can make, the second biggest advertising mistake you can make is looking for an ROAI, or return on advertising investment." There's more discussion in his latest book.

Agencyfinder.com wants to help address the question and find some answers. We're adding fields to our database that you'll use to find agencies that do have answers. For that, we'd like your input. (see below)

HOW DO YOU DEFINE ROAI?

If you've had some experience, we'd like your input to identify labels for new fields we should add to our database and some idea for the essay topics you'd like each agency to answer. For instance, in our agency database in the section entitled Services

Offered - what can we include to help YOU find a qualified agency? Maybe you just call it "ROAI Measurement" - that works. Maybe you look for and measure an increase in sales. Rather than sales, maybe you measure inquiries. What or how have you "labeled" that? This is new and controversial territory - give us your input now so we can help.

We'll be adding one general Essay entitled ROAI Measurement, but if you can think of something else, let us know.

TO CONTRIBUTE YOUR THOUGHTS - Select Reply to Sender and insert your thoughts HERE.

Sincerely,

Charles G. Meyst, Chairman/CEO

Business Partnering International, Ltd.
Vantage Place, 4327 Cox Road
Glen Allen, Virginia 23060 USA