Sam Blond (@samdblond) “From an ROI standpoint (hard dollars), I believe a gifting campaign is as good a” — TopicDigg

From an ROI standpoint (hard dollars), I believe a gifting campaign is as good as it gets. The downside is it's also the most operationally complex (lots of labor). Here's how I'd break it down: Investment: A worthwhile gift is likely a minimum of $100. Let's just use that #. And we'll target an audience of 100. So $10k spend on the gifts themselves. Add in handwritten notes ($500 at $5 each) and delivery ($1000 at $10 each) and we're at roughly 11.5k for the campaign. If the gift is good, you'll generate a bunch of meetings with the top 100 prospects in the world for your company. If the gift is great, you'll also get brand awareness through things like recipients posting on social media. There aren't (m)any marketing campaigns I can think of that drive that impact for 11 grand. Operations: to do this well, it's a fair amount of work. You have to come up with the gift, pick your audience, enrich with shipping addresses, order the gifts and handwritten notes to your office, repackage the gift and handwritten note for delivery, and ship them. You then need to follow up on delivery day to ensure receipt and eventually ask for the meeting. I love this type of marketing. There's a framework I like to use that half of marketing spend should directly benefit the target. Most marketing spend goes to 3rd party advertisers (Google, X, Meta, OOH providers, etc). It sounds obvious, but marketing spend that benefits the target (gifts, events like our Monaco Invitational, etc) is far better ROI. It's just more work to do it. So most companies index on the lazy approach and spend most of their marketing budget on paid online ads.