Strap in.
Our clients ask me all the time, “If I go with Burgard, what’s the ROI?” As a premier creative marketing agency that Communicreates℠, the only response can be, “It depends.” From a client’s perspective, the tangible outcomes that benefit their business, like sales, growth, or market share, are paramount, and responsibly reasonable. But it leads me to ask the question, “ROI for whom?”
What if, instead of focusing solely on what the business generates in a financial transaction, we also consider what the customer earns in experience gratification and emotional satisfaction? When marketing strategies are crafted around the customer’s ROI, they inherently adopt a more values-based and relational approach. This perspective doesn’t just ask, “What do we get?” but also, “What does the customer want?”
You-turn.
Here’s how focusing on the customer’s ROI can reroute a marketing strategy:
- Solving Problems: HelloFresh® addresses the problem of meal planning and grocery shopping.
- Enhancing Experiences: Apple® doesn’t just sell technology; they sell an experience.
- Building Relationships: Warby Parker™ customers expect that with every eyewear purchase they make, a pair of glasses is distributed to someone in need.
Here’s how focusing on the customer’s ROI can fuel a marketing message:
- Listen and Understand: Use data to understand customer concerns, desires, and needs.
- Communicate Values: Articulate not just the features of a product but the values it stands for.
- Engage Authentically: Speak to real issues customers face by providing content that educates, entertains, or simply makes the customer’s life better in some way.
Are we there yet?
By measuring ROI not just through the lens of how the company profits but also through what the customer achieves, businesses can create deeper, more meaningful relationships with their audience. This approach doesn’t just drive sales; it builds loyalty and trust, which are priceless. Now you’re on your way to Communicreation℠.
ROI4U2? Let’s chat.
