TV is a Waste of Money!
by Mark H. Goldstein | CEO
If The Gap says TV doesn’t deliver a good marketing ROI, can you imagine what CPGs must really be thinking when they aren’t on the golf course at their big-wig ad agency’s private club?
Clearly, the big switch is on. Those TV dollars are flowing to Internet customer acquisition spends—–and finally trickling down to retention and loyalty budgets.
That $5M or whatever in TV spend—it might be missed a little bit. But imagine what $5M could do for your loyalty program? Imagine if you could spend an additional $2.50 over 2.5 million customers to get each them back into your store or to your site? That’s 3 big candy bars or 1 latte or 1/2 a t-shirt or 2+ music downloads! Imagine what your customers might irrationally do for that? For one thing, they’ll listen to you. And another, they’ll be that much more likely to re-buy or be won-back. Think about it.
