• Deliverables
• Timeline
• Price
• Your time
• Process

 

Deliverables

• You get an ROMI Scorecard revealing where your brand is positioned for Lead Generation and Lead Conversion performance.  This information gives you insight into the strengths and weaknesses of your brand position.

• You get a custom designed ROMI Model Diagram that provides you with a simple illustration of your custom ROMI Model. 

• You get an actionable ROMI Measurement Program Plan complete with specific work instructions for implementation. 

• You get an ROMI Revenue Forecaster™ Report showing you how different levels of marketing investment and different campaigns will impact your return-on-marketing-investment (ROMI).  With this data, you will be able to choose the investment level and campaigns that best fits your goals and risk tolerance.

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Timeline

From start to finish, the entire process is completed within two weeks.

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Price

The fee is a total project fee, and not based on hourly rates.  The total project fee is determined by the scope of the following dimensions:

1. Number of client interviews conducted
2. Number of brands included
3. Market scope of campaigns being measured (local, regional, U.S., global)
4. Campaign types: offline or online (digital) or a mix
5. Number of different campaigns
6. Each campaign’s product mix (number of different products included in campaign)
7. Type of ROMI revenue forecasted (top line or net)

To get a specific price, send us an email or call us with the campaign details identified above.  We will deliver a price within 24 hrs.

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Your time

If you are the project’s primary contact, this work will require 5-7 hours of your time.  There are six steps in the process that will require your time. 

1. Client Interview – You participate in a short (30-60 min.) phone interview to document your priorities, objectives and goals for your ROMI measurement program.
2. ROMI Scorecard Interview – A short (30-60 min.) phone interview to capture data inputs on the current lead generation and lead conversion strength of your brand.
3. Presentation of ROMI Model Diagram – You participate in a web meeting presentation of the ROMI model diagram of your current program (30-60 min.).
4. Campaign Interview – A short (30-60 min.) phone interview to document your campaign plans and objectives.
5. Presentation of ROMI Revenue Forecaster™ Report – You will need to participate in the review of the ROMI Revenue Forecaster™ reports.  This is done via phone and web meeting. (60 min.)
6. Presentation of ROMI Measurement Program Plan – You will need to participate in a web meeting presentation of the ROMI Measurement Program Plan. (60 min.)

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Process

Below are the specific steps and tasks performed by The ROM Group for this work.

 

Step 1 >>   Client Insights: This step saves you time and money by ensuring we clearly understand your goals and objectives before designing a solution. 

1. An ROM Group senior business strategist conducts in-depth interviews with a custom mix of the following (to be determined by you):

• Members of the company’s leadership team,
• Ownership (Board),
• Key marketing, advertising and sales staffs
• Key vendors, including ad agencies, design firms, web design firms, etc.

2. You receive a written narrative summary.
3. Delivery within 5 days based on the availability of your team members to be interviewed.

Step 2 >>   Market Insights: This step gives you insight into key market dynamics that may influence the design of your program.

1. Our market analysts conduct deep secondary research of your market(s) to understand their unique dynamics and history.
2. A compilation of raw data is created.
3. An analysis of the data is conducted, summarizing key insights.
4. You receive a written narrative summary.
5. Delivery within 5 days.

Step 3 >>   ROMI Model Diagram: This step provides you with a single diagrammatic illustration of your custom ROMI model.  It helps you to communicate to everyone on your team how the program works end-to-end.

1. Our senior business strategists create a custom ROMI model for your unique brand and market.  The model diagrams how your marketing, advertising and sales are linked to revenue or net revenue.
2. We present the model to your team for review, input and modifications.
3. Final diagram is delivered as a digital PDF file.
4. Delivery within 5 days. 

Step 4 >>   ROMI Scorecard:  This step reveals where your brand is positioned for Lead Generation and Lead Conversion performance.  This information gives you insight into the strengths and weaknesses of your brand position. 

During a phone interview with a senior business strategist you are asked to rate your brand on a number of key factors within each of the Marketing and Sales Process Influencers:

1. Marketing Influencer areas:

• Market position
• Customer alignment
• Positive brand recognition
• Customer-centric brand strategy
• Customer-centric messaging
• Customer-centric media choice

2. Sales Process Influencer areas:

• Customer brand experience
• Customer-centric offers
• Unbundled pricing
• Purchase complexity/barriers
• Product uniqueness/exclusivity
• Product availability

3. You receive a scorecard report giving your brand a numerical rating for each of the areas identified above, and summary numerical ratings for Marketing Influencers and Sales Process Influencers.  These rates will determine the level of performance you can forecast for Lead Generation and Lead Conversion.
4. Delivery within 5 days based on your availability.

Step 5 >>   Campaign Review:  This step provides the campaign inputs for the forecast model.  These inputs ensure the ROMI forecast results are based on your specific campaign criteria. 

1. A senior business strategist interviews you to document your campaign objectives and plans:

• Types of campaigns you have planned or are considering
• Size of target audience
• Type of target audience
• Type of product/service being promoted
• Campaign objectives

2. Delivery within 2 days based on your availability.

Step 6 >>   ROMI Revenue Forecaster™ Report: This step delivers your return-on-marketing-investment (ROMI) performance forecasts.

1. An ROM Group financial analyst enters the data from the ROMI Scorecard into The ROMI Revenue Forecaster™ and runs a range of simulations based on your campaign information.
2. We present these simulations in a document and review them with you (and your team if appropriate).  If you want to modify the inputs at all, we capture your requests and run new simulations.
3. We deliver the final simulations in a written report.
4. Delivery within 5 days.

Step 7 >>   ROMI Measurement Program Plan:  This step gives you an actionable plan you can assign to a member(s) of your team.

1. You receive a detailed written plan for your ROMI program complete with the work instructions needed for your internal staff to successfully execute the plan.
2. We present the model to your team for review, input and modifications.
3. Final plan is delivered as a digital PDF file.
4. Delivery within 5 days.

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