When I saw this sign the other day, my initial response was that the ROI must be horrible for that marketing campaign. Everything about it seems wrong.
- Who buys reading glasses from a hardware store?
- Who would stop their car on impulse to buy a $2 pair of reading glasses?
- How many pairs of reading glasses need to be sold just to pay for the labor of changing the sign?
- Aren’t there better products to be advertising at the end of the summer? Perhaps grass seed for that fall planting?
We perform marketing activities for a number of reasons, not all of which generate direct revenue, and every once in a while we find ourselves doing things “just because.” It might be just because we don’t have time to do more. It might be just because that’s the way we’ve always done it, or it might just because that’s what the customer or the client or our boss wants.
It is in those “just because” moments that we really need to challenge ourselves. We need to determine the true ROI of the campaign. Ask yourself: Is it enough to just make your boss or the client happy? Is that how they will be judging your work?
I doubt that the person changing the sign at the hardware store gave any thought to the ROI of the campaign he was creating. How about you? How much do you care about the ROI of your campaigns?