One Practice to Dramatically Increase ROI

Comcast Provides a Great Example

Comcast Mailngs 5.15.15

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I am a bit of a tree hugger. When I see a soft drink can in the trash I pull it out and put it into the recycle bin. When I walk in the woods I pick up trash–unless there’s poison ivy nearby, then mother nature has to do without my assistance.

How is this related to Comcast and their success? Please take a look at the letters in the photo.   This is what I received in the mail from Comcast in just a couple of months. The tree hugger in me started saving these letters to share in hopes of initiating change in marketing practices. However, after pondering this question over the weeks that I saved this mail, I cannot come up with any justification that this is a profitable way to run a marketing campaign – for Comcast, for their investors, for the planet.

For me personally this plethora of mail just makes me less likely to… sign up for their services. Partly because I have tree hugger tendencies, and partly because I find it hard to believe they invest in strong customer service if they spend this much money and effort on paper, printing, mailing, and more for a program that seems boring to me, one of their target customers.

I find it hard to believe that the return on investment of this marketing program is positive–in dollars, branding or customer loyalty.  What would it take to review the success and ROI of these mailings?  A couple of days?

KC_OverTheHump_Masthead 230x200In your work, what “mailings” are you sending out without having an updated picture of their potential for success? For my business I sometimes spend time over-engineering things–wanting the result to be perfect, when there really is no such thing.  One way I overcome this is to set deadlines to finish up a project.  I review the results to ensure high-quality before releasing, but find that setting a time limit helps me to get things completed and out the door.

What about you?  What techniques or practices do you use to ensure good use of your time and other resources?  Please help me and others by commenting below!

And have a successful rest of the week!

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2 thoughts on “One Practice to Dramatically Increase ROI

  1. I like the idea of a deadline to produce a deliverable, but if I think quality is compromised, I will likely seek an extension. Someone once told me that people will remember what you turned in, not how long it took.

    That may not always apply as deadlines are, well, deadlines.

    • Good points Dan. Like most things in life there are two sides and this post addresses the tendency to perfect things too much, and not launch. The other side (or one of the other sides) is your idea of deadlines needing to meet the project at hand.

      I love your phrase about people remembering what you turned in, not how long it took. More important is your hitting on a key idea of asking for what we want – in this case an extension. I sometimes keep cranking, hoping to pull off a miracle and creating stress for me and my colleagues, when a simple conversation is the healthiest answer.