Every once in a while, we get a question about the ROI on branded merchandise. It’s an important question, but often one that is difficult to answer. The first reason is because people mistake the difference between Brand Marketing and Direct Marketing (I explain the difference here). But another reason it’s hard to measure the ROI is because it’s very difficult to measure how you “feel” about a brand.
I mean, how do you feel about this picture? Jeff Wickerham sent in this story.
A few months ago, I gave a gift to a friend, Donna. The gift was a branded Bluetooth speaker. I thought Donna would have a need for it and when I gave it to her, she really appreciated the gift. I hadn’t heard anything about the speaker up until this past week when my wife, Sarah, received a text message from Donna’s daughter. She was pregnant and delivered her baby…yeah! We were super happy mom and baby were healthy and safe. The personal piece which makes the story mean so much to me, is the following message:
“Tell Jeff this speaker he gave to mom allowed us to have praise and worship music during our labor experience and after. Our son approved and it helped our family “SmileOn Together”.
This is one of the reasons I am proud to do what I do for a living. The branded gift brought joy to someone else’s life and when Sarah showed me the text message and picture, it brought me even more joy. This story is another reminder for me to continuing to do what I love to do: provide value to people through branded products.
That is incredible. As Jeff says, it brings me joy. But how do you measure the ROI on Marketing Joy? The short and honest answer is, you don’t. But you know it when you see it.