Calagaz Commercial Printing in Mobile, Ala., Tuesday, July 26, 2011.

Are You Short-Sighted? Or Long-Sighted?

 

When you are calculating the ROI of your print, email, or multi-channel marketing campaign, how long a view do you take? Do you stop tracking revenue after a month? One year? What about the lifetime of the customer?

Lifetime customer value (LCV) is an overlooked metric that should be part of how marketers measure success. Customers gained through personalized printing campaigns, in particular, tend not just to purchase more, but to be more loyal than customers acquired through traditional methods. Thus, real ROI should include recurring revenue as well as the immediate revenue generated.

How do you determine LCV? There are a variety of factors to consider:

• Churn rate: How often do customers leave your customer base?

• Retention cost: How much does it cost you to support, bill, and incentivize your customers?

• Periodic revenue: Do you have recurring revenue streams? How much do customers spend during an average period?

You do not have to calculate out LCV indefinitely. Many companies estimate their LCV out for three to seven years.

Even if it is an estimate, LCV gives you a much better idea of what value your marketing campaigns are creating. For example, one small lawn care company sent out 300 personalized mailers, and based on the initial campaign revenue, found that the mailing barely broke even. However, the company’s customers tended to be loyal over time. For every new customer it gained, the company knew that it would have several years of recurring revenue. As a result, the owner estimated the campaign ROI at 8000% on an LCV basis. That is an entirely different equation!

How do you view your customers, on a one-off basis or over the long term?

CORE 2022 Corporate Partner posters, Children of Restaurant Employees, giving back

CORE 2022 Signage and Posters

In addition to printing menus, signage, and other materials for restaurants across the country, Calagaz Printing is proud to be a Silver Partner with CORE to support the children of restaurant employees. CORE is a national non-profit that provides financial relief grants when food and beverage workers experience hardships. We recently printed partner awards and constantly produce multilingual informational posters to spread the word about the assistance available through CORE grants.

Read More »
2021 CORE Heart Award to Silver Partner Calagaz Printing, giving back, proud supporter service workers

CORE Supported 708 Children in 2021

CORE: Children of Food and Restaurant Employees released information regarding how much support they were able to provide in 2021. With 300 grants and a total of $705,753 awarded, 2021 was another successful year for CORE to share the strength of everyone involved in the food and restaurant industry. As a Silver Partner, Calagaz Printing is proud to be part of this national network helping service workers through difficult times.

Read More »
Hargrove Car Magnets, sheet material waiting to be trimmed

Hargrove Car Magnets

What’s hanging out on the trimming table to be finished this morning? Car magnets for new Hargrove Engineering vehicles! Calagaz Printing can put your artwork and designs on all kinds of materials. Of course we handle all types of paper from thin text weights to thick cover stocks, but we also have years of experience running synthetic paper, vinyl adhesives, magnet material, and even apparel. Whatever your project needs, we can help figure out the best application and material so your work looks its best.

Read More »