ROI

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#5QTest: Is your PR an Investment or Expense?

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#5QTest: Is your PR an Investment or Expense?

If you are small business or {worse} a startup, then the question of whether to hire a PR firm is probably something you are always grappling with. In my experience, PR has been a much maligned and under-executed tool in the marketer's basket. Few companies I have spoken to have good things to say about their PR experiences.

Take this #5QTest and find out where you stand. Answering these questions will also give you the ideas to improve your PR strategy, no matter how well or badly you score today. As a bonus, if you haven't thought about these questions before as part of your business strategy, now you know what to do!

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Optimizing Ad ROI: Do You Know Your Un-Budgeables?

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Optimizing Ad ROI: Do You Know Your Un-Budgeables?

BECAUSE AD SPEND ON UNBUDGEABLES IS A WASTE!

An UnBudgeable is a person whose opinion cannot be shifted in favor or your product or brand with any amount of pitch perfect ads served and completely viewed, in any context or delivery channel.

Consumers in these categories mimic your brand's target audience and therefore will be automatically included for ad delivery. However, these consumers are also primed psychologically to ignore and actively disconnect from your ads. The reason for this inflexibility is that the person is already locked in a non-corraborating behavior or a competitor with differential value and switching them is extremely expensive, for you and them.

Such UnBudgeable lock-ins categorize into three distinct groups. I also outline strategies to identify and isolate each type from your ad cohorts.

 

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