How to calculate return on marketing investment (ROMI)

June 22, 2018By Simon FosterMarketing Training

The basic formula for calculating return on marketing investment (ROMI) is: [[sales-costs]/marketing costs] Where: Sales is the revenue generated from marketing activity recorded as sales to customers Costs are the costs of generating those sales (cost of goods sold or COGS) and the costs of marketing. Some notes: How carefully you define sales and costs … Read More

How is brand advertising different to direct response advertising?

June 19, 2018By Simon FosterAdvertising Evaluation, Direct Marketing Training, DRTV Training, Media Evaluation, Media Planning, TV Media Planning Training No Comments

Brand advertising techniques are very different to direct response advertising techniques.  Even when you are running an integrated multi-channel campaign it is important to understand the key differences between the two approaches so that you can orchestrate your overall campaign plan and budget to deliver maximum ROI. To illustrate some of the key differences here … Read More

How to write a better Marketing Plan

June 17, 2018By Simon FosterMarketing Training

Your marketing plan is an important document, it will help convince others that your business is viable, it will show that you have a plan to grow your business and it will give you a framework in which to build your business. Writing a better marketing plan Most people can write a basic marketing plan. … Read More

A simple definition of marketing

June 6, 2018By Simon FosterMarketing Training No Comments

A quick thought for those who want a simple definition of marketing. There are a number of definitions of marketing. Here are a few of the better ones: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.  … Read More