HAVE YOU CALCULATED THE ROI—FOR YOUR POSITIONING TARGET?

Every once in awhile you'll hear someone in your company's management ask a marketer something like this, "So you are recommending that we do such and such. If it were your money, would you still invest it as you’re recommending?" Actually, it's a very good question…but one that almost nobody can ever answer honestly. Virtually everyone answers, "Definitely, I would." But then, there's that BIG "If" - because it really isn't your money. Besides, haven't we learned from the time we were small kids how much easier it is to spend someone else's money? The thing is, if we marketers truly desire to be leaders within the organization (as opposed to a mere "service to Sales" function) and taken seriously whenever we recommend expending company resources, we’ve got to make ROI thinking a regular habit. And it starts with the Target in our Brand Positioning.

---

To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided a pdf link if that is your preferred method of viewing. And finally, we have provided a link to our Blog where your comments are always welcome. Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).  

---

The DISPATCHES^TM for February 24, 2014 can be found here: http://www.bdn-intl.com/HAVEYOUCALCULATEDTHEROIFORYOURPOSITIONINGTARGET.php  

A printer / handheld friendly version can be found here: http://www.bdn-intl.com/printpage.php?id=498 

It is also available in PDF here: http://www.bdn-intl.com/uploads/HAVEYOUCALCULATEDTHEROIFORYOURPOSITIONINGTARGET.pdf