FC Media Brokers Marketing Tools



	FC Media Brokers- Marketing Tools

		Whether the whole marketing function within your business is your responsibility or whether it is a peripheral activity, FC Media Brokers tools will help show you how to take a strategic approach to media buying and planning.

		Lifetime Value of a Customer:
		This calculation will give you the total gross profit generated from a single customer over time.
		Lifetime Sales of a Customer:
		This tool will give you the total sales over time generated by a customer. Use this only if you do not know the gross profit generated by your product or products.
		Customer Needed to Breakeven:
		You can calculate the conversion ratio needed to breakeven on a certain campaign or ad. It will also provide you with the amount of customers you need to add in order to breakeven.
		Cost to Acquire a Lead/Customer:
		This tool calculates the cost to acquire a lead, and then a customer. Generally, the advertising campaign should be valued on lead generation because the factors to convert a lead to a customer are internal factors.

	If you have any questions feel free to call us at 1-212-251-0021 or email us at:
	marketing@fcmediabrokers.com
	www.fcmediabrokers.com.com
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	Marketing Tools

		Below is a list of basic information every CMO or Marketing Director needs to succeed:
		(Some of these assumptions are needed to complete these calculation)

		Assumptions:	Where to get this information:

	1	You know the total amount of readership/impressions for your campaign or a specific ad.	From your media planner
	2	Your have the data for the number of transaction per customer per year and the average amount.	From your CFO
	3	The average length of time your average customer continues to buy from you.	From your CFO
	4	The gross profit of your product or mix of products is known.	From your CFO
	6	You have access to your company's website data. This includes, impressions, pages visits, purchase data, inquiry or leads generated from site.	From your CIO or IT manager.
	7	Sales data can be obtained. This would include sales by store, georgraphic location and by month.	CFO or Controller
	8	You have tracked your lead generation success and your conversion from lead to customer in the past.	From your tracking method. Call us if you need help.
	9	That you are not paying too much for you campaign or ad.	From FC Media Brokers

		If you have any questions, call us at 1-212-251-0021 and we will be happy to assist you.

		fcmediabrokers.com
		FC Media Brokers - Media buying and planning experts







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	Lifetime Value of a Customer

	Difficulty Level:	Low
	What does it do:	Tells you the amount of gross profit you can expect from a customer over time.
	When to use it:	Use this tool If you know the profit margin of your product or products. If you don't know the profit margin use the Lifetime Sales of a Customer.
	Why use it:	This should give you a better idea of the amount you should spend in advertising to acquire a customer.

	A	The average gross profit from a product or mix of products

	B	Number of transaction each regular customer makes per year

	C	Average number of years a customer buys from you.

	D	Average number of referrals/recommendations a customer makes annually (if known)

		Sales per customer per year

		Sales per customer over a lifetime

		Potential gross sales from referrals

		Total Lifetime Value of a Customer

	FC Media Brokers - Media buying and planning experts




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	Lifetime Sales of a Customer

	Difficulty Level:	Low
	What does it do:	Tells you the amount of sales you can expect from a customer over time.
	When to use it:	Use this tool If you do not know the profit margin of your product or products. If you do know the profit margin use the Gross Profit Lifetime Value tool.
	Why use it:	This should give you a better idea of the amount you should spend in advertising to acquire a customer.

	A	Value of the average sale (total number of annual sales, divided by number of transactions. Can be product specific)

	B	Number of transaction each regular customer makes per year

	C	Average number of years a customer buys from you.

	D	Average number of referrals/recommendations a customer makes annually (if known)

		Sales per customer per year

		Sales per customer over a lifetime

		Potential gross sales from referrals

		Total Lifetime Sales of a Customer

	FC Media Brokers - Media buying and planning experts




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	Cost to Acquire a Lead/Customer

	Difficulty Level:	Medium
	What does it do:	Provides an estimate of the cost to acquire a customer by taking the cost your advertising spend for a campaign or a specific ad and dividing it by your expected conversion rate.
	When to use it:	Use this tool if you know the conversion rate for the specific media or industry. To know what the minimum conversion rate should be to breakeven, see Customers Needed to Breakeven.
	Why use it:	This should give you a better idea of the amount you should spend on a specific ad or campaign.

	A	Cost of campaign or specific ad

	B	Readership/Impressions of campaign or specific ad

	C	Lead conversion percentage - This is the percentage of leads you hope to generate from a campaign.

	D	Conversion percentage from lead to customer. - This is the amount of leads you hope to convert to customers.

		Estimated new leads generated

		Cost to generate a new lead

		Estimated new costomers acquired

		Cost to acquire a new customer

	FC Media Brokers - Media buying and planning experts

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	Customers Needed to Breakeven

	Difficulty Level:	Low
	What does it do:	Gives you the conversion rated needed to justify a campaign or specific ad.
	When to use it:	You should know the minimum conversion rate for every campaign in order to understand how reasonable the conversion rate needs to be.
	Why use it:	This should give you a better idea of the amount you should spend on a specific ad or campaign.


	A	Cost of campaign or specific ad

	B	Readership/Impressions of campaign or specific ad

	C	Lifetime value of a customer - See Lifetime value of a Customer



		Conversion Rate Minimum Needed to Breakeven

		Customers Needed to Breakeven

	FC Media Brokers - Media buying and planning experts





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	FC Media Brokers - Marketing Tools
		www.fcmediabrokers.com

		If you wish to have this information sent to consultant to discuss, hit the "Submit for Review" button after you complete the following information:
		Company name:
		Contact name:
		Contact phone number:
		Contact email:

	1	Lifetime Value of a Customer

	2	Lifetime Sales of a Customer

	3	Breakeven Conversion Ratio

	4	Cost to Acquire a Customer


		www.fcmediabrokers.com
	FC Media Brokers - Media buying and planning experts





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