ROI is a result of behavioral change.

Here's a tool you can use.

Forget focusing on frequency and reach. The right way to sort which media to use to effectively communicate your brand is by focusing on the target and their Behavioral Change.

Behavioral Change is a key idea to the continually evolving discipline of Integrated Marketing Communications as espoused is the 1993 seminal book The New Marketing Paradigm - Integrated Marketing Communications, by Shultz, Tannenbaum and Lauterborn. Even though the book is now almost fifteen years old, some of its practical applications are even more relevant today for organizations that demand ROI from marketing.

A case in point is the wonderful and easy-to-use tool called the Lauterborn Grid. Developed by Dr. Robert Lauterborn, this grid facilitates sorting all of your targets and the behavioral change you are seeking from them, and then looking at the best available media that could affect these changes.

From there, rough costing of the media is easy. You can look at the financial impact of the desired results, versus the cost of the media, and have a quick, rough estimate of your Return on Investment.

Download Lauterborn Grid (PDF, 16 kb)

Contact THE HEAVYWEIGHTS today, and find out how we use the Lauterborn Grid to get our clients unstuck.

Recent Heavy Insights How to get inside your customer's head Your corporate message is DYING! ROI is a result of behavioral change

A Few Brands We’ve Helped Move Forward Thomas’ English Muffins is one of the country’s most revered brands. Among other things, we reintroduced the Thomas’ products to the Foodservice industry. Nike is the worldwide leader in products for athletes. We have worked on various projects in broadcast (TV) and print. We have also finished projects for adidas and Converse athletic shoes. For over 100 years, Entenmann’s has been the premier fresh baked goods brand in America. We have worked on packaging, in-store merchandising promotion, advertising and more. Maplehurst Bakery is the market leader for in-store bakery products. Our work with Maplehurst has lead to merchandising and promotion projects in most major grocery chains, including Wal*Mart, Publix and Albertson’s. Elasta QP is one of the oldest and most respected brands of haircare products for African-Americans. We have helped this venerable brand find a younger audience, reset the product lifecycle and attain huge sales gains in spite of a declining market. We have worked with other ethnic brands of beauty products with the same client, including launching a brand for Latina residents of the United States. Red Gold Tomatoes is a regional, but market leading brand of high-quality Midwestern tomato products. We have experience here with POP, retailer programs, FSI’s, broadcast of all types and broker sales programs.