Channel Conduit of the Week: 1 in 3 Babies…will Live to 100

The Duke And Duchess Of Cambridge Leave The Lindo Wing With Their Newborn Son

Yesterday I was driving a prospective client back to Boston Logan airport after a terrific meeting. Coming into the downtown area, I saw a billboard that caught my eye.  “1 in 3 Babies…” it read, and obviously at that point, as a father of two, it had my full attention.   I thought for sure it was going to be an important health awareness message like those that we are used to seeing. Curious to read on, I saw that the entire message was “1 in 3 Babies will Live to 100” (the billboard is right on the Mass Pike if someone can send me a picture of it that would be great)

As I was wondering exactly how one might go about measuring this long-term prediction, I was struck by a story I had heard earlier that day. The meeting we were coming from had to do with a channel incentive trip and the potential strategies that could be deployed for it.  At the end of the meeting our very impressive client told us a story about how a participant on an incentive trip he had run SIX YEARS AGO was still commenting today on how much of an effect the trip had had on him and his business.  I found it incredible that not only had this particular program yielded a 700% Return On Investment (ROI), netting over $75 million in incremental revenue; it had also continued to impact business on a long-term basis.  Don’t get me wrong, the immediate ROI figures were remarkable, and I know how important it is to show this analysis in order to justify the budget for such a program.  But the fact that customers still continued to be affected by the trip six years later got me thinking about how we might possibly measure this impact. Ultimately, this is something I like to call Return On Experience (ROE), a statistic that is difficult to calculate but strategically vital.  After seeing the billboard, I wondered if this client and his business would have seen the same ROE if he’d given his customers a cash-equivalent bonus instead of the trip of a lifetime.

Please send your experience where you were a participant or delivering such an incentive trip.  Send you comment or thoughts on Return on Experience ROE direct to my email!

Move the Channel,

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

%d bloggers like this: