Take the guesswork out of ROI

In any marketing campaign, one of the biggest concerns that businesses face is what returns should be expected. Fuji Xerox Asia Pacific has launched a direct marketing planning tool to help you answer that question.

At Fuji Xerox's epicenter in Singapore, the company unveiled its Direct Marketing ROI Planner, a tool that, enables marketers and their service providers to gain greater effectiveness in direct marketing, including one-to-one (1:1) marketing campaigns. The planner is part of the ProfitQuick™ deliverable, a suite of business cools aimed at making a print provider more profitable.

Speaking at the launch, Helene Blanchette, Go-to-Market strategy manager, international business group of Fuji Xerox Asia Pacific, noted: "More often than not, the planning of a direct marketing campaign involves a fair amount of uncertainty, which leads to guesswork. The planner removes a large part of this guesswork, allowing businesses to accelerate their outreach to their customers with much more confidence, allowing them to balance risk and reward in their campaigns."

If you are a marketing services company strategising for your client, being able to give a positive outlook for your proposed campaign always places you in an advantageous position. After all, the major purpose for all businesses is to bring in the dollars. The same principle applies to commercial print houses - justifying the method of producing marketing collaterals, where the digital bugbear is always the debate of 'cost-per-piece' and how to factor in the pros of lower quantities and using variable information.

The tool is designed to calculate the complete return on investment of a direct marketing campaign. It allows businesses to evaluate the effectiveness of their projects, compare generic and 1:1 campaigns, and make better- informed decisions.

Users Input key campaign data (number of mail pieces, cost-per-piece, costs of products and the like), followed by realistic response and conversion rates. Subsequently, key results are generated such as campaign costs, revenue, profit and total campaign ROI, with the ability to calculate the cost of acquiring prospects and converting them into customers.

The results can be formatted as reports or proposals, making it easier for marketers and service providers to present campaign outcomes to line-of- business owners and justify campaign/ project spending, It can also be saved as a spreadsheet for desktop analysis or for further specialised marketing management applications.

Available in English, Korean, Thai and both traditional and simplified Chinese, the tool is free for use by registering at fujixerox-transpromo.com.