ROI stands for return on investment. A positive return on investment means that for every dollar you spend on marketing you should expect more than a dollar back on your investment.

What if it doesn’t return?

Much of marketing is science, meaning that there are rules. However it is also largely an art form where creative testing and qualifying are the ways to spend your marketing dollars most efficiently.

If done correctly, you should receive between $2-$4 for every $1 you spend. That’s two to four times more than you would get without marketing! Given those kinds of returns, it’s important to evaluate what you can do to make marketing happen for your company.

Each marketing “channel” may produce a different [higher or lower] ROI. Most of the time if you use more than one marketing channel at the same time, with the same offer and the same expiration date, your ROI will improve dramatically, frequently as much as 100% or more.

To immediately see ROI estimates built from your numbers, use our direct response calculator.

If you are mailing the pieces yourself with a first-class stamp, then you can expect to hear back as early as 4 days from the day you mail!

Materials are available for your complete use as long as your subscription remains current. We continue to provide new and updated content on a regular basis, and you wouldn’t want to miss out on all the great new tools and direct mail pieces we provide! Of course, if you chose to cancel your subscription you would need to discontinue use of the outreach (pieces sent out) materials.

Another advantage to a fresh source for marketing materials is that the marketplace and the needs of your clients are constantly changing. Our design and sales teams work to anticipate these shifts and create materials which are easy to personalize and send out. We do the research and prep work so that you can do-it-yourself as simply and quickly as possible.

As the saying goes, “If it ain’t broke don’t fix it”. As long as you are getting a profitable response then keep mailing the same piece to the same area.

One of the biggest advantages you receive by having access Big Mazooma is the flexibility to guerilla market any way you like with the materials you download here. You could print off copies of the letters on your printer at work to send out as a test to a small (or large) area. Another option is to get door hangers printed at your local office supply store and have your service technicians leave them at six houses surrounding the home they are called in to service. Or you can submit one of the press releases to your local newspaper. The list is endless! Be creative and try new things since you have so many quality pieces at your fingertips.

You can run a full campaign in a smaller targeted area. The idea is to find your “sweet spot.” When you market to a smaller, targeted, “sweet spot” area it is called your dominant market share.

You can research and then confine your marketing dollars to your dominant market. This way you can afford to send fewer pieces at a time which allows you to mail more frequently. The homeowners in your dominant market will become familiar and only consider using you.

Here’s how you do it.

Choose your dominant market Find the homes/neighborhoods that you have the most success in.

Get a list of all homeowners in your dominant market. Call Marketing Experts, Inc. to get your highest quality and most up to date list.

Devise a plan. Decide which piece (postcard or letter) and which offer (service or replacement) would be the most appealing to your dominant market.

Mail out to your dominant market. Choose an area small enough that you can market every single month for three to six months.

Go to 101 Marketing Ideas and choose three other marketing “channels” to pursue. Examples are door hangers, neighborhood block parties, sponsoring neighborhood watch programs, newspaper flyers for your targeted neighborhood, phone call campaigns [by a local high school student] and an email campaign to that particular neighborhood.

It’s the lunchbox principle. You will get out of life what you put into it. Just like you get out of a lunchbox what you put into it. If you never invest marketing into your business lunchbox you will never collect sales out of it.