Thanks to Ryan Caligiuri for this story on Direct Mail and Porche.
Is it award winning creative or did it sell cars?
I like what Ryan ended this piece on.
"By the way, I didn't mention anything about the number of tweets, views on Vimeo or Likes on Facebook because those are all "nice-to-haves" and secondary metrics that are not directly tied to business growth. Yes I understand the importance of awareness and getting people talking, but try selling those intangibles to CEOs who respect their CIOs and CFOs more than their CMOs because they speak a clear language of X + Y = Z. In other words, CFOs and CIOs are ROI focused, where every dollar spent must have a measurable, quantifiable and positive impact on the company’s Profit and Loss statements."