Calculating ROI for Promotional Products

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Are you tracking ROI (Return on investment) or ROO (Return on Opportunity) on your promotional product campaigns? It isn't as difficult as it sounds.

When your goal is something straightforward—like increasing sales or capturing new leads—calculating ROI is simple. Just use the basic formula: 

(Sales Growth – Total Marketing Cost) / Total Marketing Cost = ROI. 

This gives you a clear percentage that shows how much return you’re getting for every dollar spent. Tracking direct sales or sign-ups using promo codes, special URLs, or unique offers makes it easy to tie results back to your campaign.

But what if your aim is more about building brand visibility, which isn’t as easy to measure in dollars and cents? In these cases, focus on metrics like social media engagement, website traffic, search trends, media mentions, and even survey responses. 

The key is to set clear, measurable goals up front—like gaining a certain number of followers or media hits—and track how your campaign moves the needle. While you might not get a single tidy number, these metrics still help you understand what’s working and where your investment is having an impact.

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