fathom - 9:14 pm on Oct 26, 2002 (gmt 0)

I have a client that does a particular offline marketing campaign.

When I started working with them two years ago -- I tried to ascertain what was working.

Based on the evidence available - they spent $20,000.00 dollars on the last such campaign and made $1394.00 (or about a 93% loss).

They were determined to do the exact same thing again, against my professional advice (and did).

They did cut some expenditures, down to around $15,000.00.

... return - $1,200.00 -- don't figure!

If you don't succeed the first and second time... try, try again (their motto).

Needless to say... they wanted to do the exact same thing again.

Why... that's what everyone else does!

You really can't do the exact same thing... and expect different results.

[edited by: fathom at 9:14 pm (utc) on Oct. 26, 2002]