The Unicorn Is A Mythical Beast

True predictive ROI models are very nearly mythical.

Quasi-ROI measures have, of course, existed for traditional, above-the-line media since the early days of awareness models but, alas, such is not the case for promotional marketing efforts.

Promotional marketers count crowds, account for the number of tchotchkes they give away, provide coupon redemption numbers. The more desperate of them actually fall back on event and brand awareness numbers. Yikes! And no matter what the promotion folks call them, real ROI models are still as rare as unicorns. And given the economic landscape and the complexities of the ‘bionic’ consumer and media planning, more and more and clients are asking, “So what did I get?”

In fact, more and more, clients are asking, “what am I going to get?” and one day soon you’re going to have to answer that question. Or face the consequences increased accountability has engendered. One day you are going to have to guarantee your client or CMO more sales and better results from marketing programs. But you don’t have to wait. You can do it. Right now!

Happily these predictive, consumer-generated ROI measures can be calculated for any part of the marketing mix; Above-the-line, below-the-line, between-the-lines, for old, new, and newer media.

Yes, you read that correctly. In fact, Brand Keys will be presenting just such a fact at The Promotion Marketing Association’s Annual Integrated Marketing Conference, Accountability in Action. It’s taking place today in Chicago at the Marriott on Michigan Avenue, and this afternoon we’ll be presenting results of a study that predictively showed the ROI one brand would get (and really got) when, in this instance, they added experiential marketing to their marketing mix.

If you are unable to make the event in person, we’d be happy to get a copy of the validity study to you. Just contact Leigh Benatar at 212-532-6028 X15, or email him at leighb@brandkeys.com.

Unicorns may still be mythical, but predictive ROI metrics are tangible realities.