ROI is a valuable measure but only for a very small share of marketplace transactions. Outside that share ROI creates a distortion in the way marketers relate to their prospects and customers.
United States of America (Press Release) December 30, 2007 --
For Immediate Release
LAS VEGAS, NV - December 30, 2007 - After successful psychotherapy practices, husband and wife Judith Sherven, PhD and James Sniechowski, PhD have chosen Internet marketing as a second career. From the beginning they saw a serious limitation in the way the value of a commercial transaction is understood. And in order to create their own success, they knew they had to do something different. One aspect of that is producing the first-ever soft sell Internet marketing conference “Bridging heart and Marketing.”
“The limitation had to do with the dominance of ROI as the marketer’s exclusive measure of value.” Sniechowski said.
“There are other values besides ROI,” Sherven a said.
The couple point to the type of product or service being marketed and the explicit results expected by the consumer when they make a purchase.
In a ROI transaction the explicit result expected is a dollars-for-dollars exchange.
“For example,” Sherven said, “if your client buys your money generating product – say stocks, bonds, or real estate — you expect that the money he/she spends will return a profit. That’s both yours and the client’s legitimate expectation and measure of success.”
“But what if your customer is looking for a pair of shoes,” Sniechowski said, “or a fine meal, or movie tickets, or airfare and hotel for their honeymoon in Paris? Do they expect the transaction to return the money they spent and then some? Of course not. Why? Because it’s not an ROI sale. It’s what we call a soft sell or ROE sale.”
“ROE, or Return on Experience, is a different standard for assessing value,” Sherven said. “It’s qualitative not quantitative, internal instead of external.”
By identifying sales success only through ROI eyes — what they call “marketer’s myopia” — marketers are in jeopardy of distorting their marketing message because they do not clearly understand what the consumer wants and expects.
“Think about it,” Sniechowski said. “When they are planning their Paris honeymoon, or choosing a periodontist for their child, or shopping for the best retirement plan, any ROE purchase, what are they more likely to find compelling — 40% Off or the promise of the perfect experience they’re hoping for? ROI argues for the external, quantitative 40%. But for the consumer, it’s the promise of the quality of experience that’s persuasive and convincing — and that’s ROE.”
Sherven and Sniechowski believe that much of online marketing suffers from an ROI blind spot, depreciating anything but the external, quantitative measure.
“The problem is,” Sherven added, “many online marketers and many of those who are entering the Internet as marketers bring a different type of product and therefore a different type of promise to the marketplace. They are soft sell marketers. They sell experience — emotional, intellectual, spiritual experience — as the explicit expectation of their marketing transaction.”
“So if you’re a soft sell marketer,” Sniechowski said, “and you don’t clearly understand the nature of what you’re marketing, without unpacking the difference between ROE and ROI, you’re in danger of making the 40% Off offer to a market that isn’t moved by that kind of marketing promise — costing you customers and profits.”
To expand the awareness of the Soft Sell, ROE approach, their conference, “Bridging Heart and Marketing” ( http://www.bridgingheartandmarketing.com/invitation ) Will take place at the Westin :ps Angeles Airport February 22nd , 23rd, and 24th. They’ve gathered a world-class faculty who will teach strategies and tactics specific to soft sell Internet marketing.
With 23% of the seats already spoken for, even before their major January promotion, the buzz about this conference even includes the "Costco Connection" - the magazine for all Costco members around the world - which will run a feature article about soft sell marketing and "Bridging Heart and Marketing"
And the Internet marketing community is demonstrating their support by providing sponsorship support, including Morgan James Publishing, Womens Radio/Womens Calendar, Key Thing Marketing Technologies, and Speaker Fulfillment Services.
To learn more about “Bridging Heart and Marketing” visit the Invitation Page at
http://www.bridgingheartandmarketing.com/invitation
To register for Sherven and Sniechowski’s no-charge preview interviews with their world-class speakers — people like Stephen Pierce, Mike Filsaime, Donna Fox, Beth Davis, and Scott Martineau — just go to
http://www.bridgingheartandmarketing.com
To promote “Bridging Heart and Marketing” as an affiliate go to
http://www.judithandjim.com/affiliate
Contact:
Soft Sell Marketing, Inc.
702-870-3657
9101 w Sahara Ave
105-K1
Las Vegas, NV 89117
judithandjim@judithandjim.com
##
LAS VEGAS, NV - December 30, 2007 - After successful psychotherapy practices, husband and wife Judith Sherven, PhD and James Sniechowski, PhD have chosen Internet marketing as a second career. From the beginning they saw a serious limitation in the way the value of a commercial transaction is understood. And in order to create their own success, they knew they had to do something different. One aspect of that is producing the first-ever soft sell Internet marketing conference “Bridging heart and Marketing.”
“The limitation had to do with the dominance of ROI as the marketer’s exclusive measure of value.” Sniechowski said.
“There are other values besides ROI,” Sherven a said.
The couple point to the type of product or service being marketed and the explicit results expected by the consumer when they make a purchase.
In a ROI transaction the explicit result expected is a dollars-for-dollars exchange.
“For example,” Sherven said, “if your client buys your money generating product – say stocks, bonds, or real estate — you expect that the money he/she spends will return a profit. That’s both yours and the client’s legitimate expectation and measure of success.”
“But what if your customer is looking for a pair of shoes,” Sniechowski said, “or a fine meal, or movie tickets, or airfare and hotel for their honeymoon in Paris? Do they expect the transaction to return the money they spent and then some? Of course not. Why? Because it’s not an ROI sale. It’s what we call a soft sell or ROE sale.”
“ROE, or Return on Experience, is a different standard for assessing value,” Sherven said. “It’s qualitative not quantitative, internal instead of external.”
By identifying sales success only through ROI eyes — what they call “marketer’s myopia” — marketers are in jeopardy of distorting their marketing message because they do not clearly understand what the consumer wants and expects.
“Think about it,” Sniechowski said. “When they are planning their Paris honeymoon, or choosing a periodontist for their child, or shopping for the best retirement plan, any ROE purchase, what are they more likely to find compelling — 40% Off or the promise of the perfect experience they’re hoping for? ROI argues for the external, quantitative 40%. But for the consumer, it’s the promise of the quality of experience that’s persuasive and convincing — and that’s ROE.”
Sherven and Sniechowski believe that much of online marketing suffers from an ROI blind spot, depreciating anything but the external, quantitative measure.
“The problem is,” Sherven added, “many online marketers and many of those who are entering the Internet as marketers bring a different type of product and therefore a different type of promise to the marketplace. They are soft sell marketers. They sell experience — emotional, intellectual, spiritual experience — as the explicit expectation of their marketing transaction.”
“So if you’re a soft sell marketer,” Sniechowski said, “and you don’t clearly understand the nature of what you’re marketing, without unpacking the difference between ROE and ROI, you’re in danger of making the 40% Off offer to a market that isn’t moved by that kind of marketing promise — costing you customers and profits.”
To expand the awareness of the Soft Sell, ROE approach, their conference, “Bridging Heart and Marketing” ( http://www.bridgingheartandmarketing.com/invitation ) Will take place at the Westin :ps Angeles Airport February 22nd , 23rd, and 24th. They’ve gathered a world-class faculty who will teach strategies and tactics specific to soft sell Internet marketing.
With 23% of the seats already spoken for, even before their major January promotion, the buzz about this conference even includes the "Costco Connection" - the magazine for all Costco members around the world - which will run a feature article about soft sell marketing and "Bridging Heart and Marketing"
And the Internet marketing community is demonstrating their support by providing sponsorship support, including Morgan James Publishing, Womens Radio/Womens Calendar, Key Thing Marketing Technologies, and Speaker Fulfillment Services.
To learn more about “Bridging Heart and Marketing” visit the Invitation Page at
http://www.bridgingheartandmarketing.com/invitation
To register for Sherven and Sniechowski’s no-charge preview interviews with their world-class speakers — people like Stephen Pierce, Mike Filsaime, Donna Fox, Beth Davis, and Scott Martineau — just go to
http://www.bridgingheartandmarketing.com
To promote “Bridging Heart and Marketing” as an affiliate go to
http://www.judithandjim.com/affiliate
Contact:
Soft Sell Marketing, Inc.
702-870-3657
9101 w Sahara Ave
105-K1
Las Vegas, NV 89117
judithandjim@judithandjim.com
##
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