Transcript 003 Syracuse, Nov 18, Profitable Marketing Communications

Antony
Young
profitable
marketing
communications
Strategies for delivering
marketing return on investment
time to……..
focus on the
bottom line
“43%
of financial directors believe
marketing is a necessary investment
for long term growth.
”
Source:
Survey of CFO’s and finance directors of the top 1000 companies in the UK conducted by KPMG
and the Financial Times
agencies aren’t nearly focused enough on
marketing ROI
when agencies talk about advertising effectiveness,
they really mean….
branding
“84%
of marketing
campaigns fail to create
value.”
Copernicus Marketing Consulting
what is
marketing
ROI?
or…
profit
another name for
approach
our
to profitable marketing
1. outcomes not outputs
2. unifying the ROI agenda
3. focus investing
4. Double-down on your
existing customers
1
outcomes, not
outputs
1
outputs:
reach & frequency, CPM’s
awareness
click-throughs
cost per acquisition
brand equity
measurable, but lack boardroom credibility
or inspiration for communication ...
1
outcomes, not outputs
• Clear line of sight
• A few key metrics
1
metrics need to be pro-active
rather than defensive
Hot N Cold Cherry
Chocolate Cappuccino
Katy Perry
Hooburrito
Hoobastank
The Great EggsSteak
BoysLikeGirls
1
outcomes, not outputs
CHECKLIST
• Clear line of sight
• A few key metrics
• Pro-active rather than defensive
2
unifying the ROI agenda
2
2
7.
Review
Process
6.
Deploy Data
Strategically
5.
Establish
marketing
dashboard
1.
Build a
Team
Unifying the
ROI Agenda
4.
Initiate
Marketing
Communication
Development
2.
Align the
ROI
Agenda
3.
Establish
Metrics
3
focus
investing
3
marketing campaigns that
lack focus
poorly allocated or inefficient
spending
ill-defined targeting
weak positioning
too many messages
too many metrics
3
beings don't want to
“ Human
stay focused, so my job is to
get them to focus their
creativity around the focus;
focus their productivity
around the focus; focus
their efficiency or
effectiveness around the
focus.
”
A G Lafley, Chairman & CEO Procter & Gamble
3
superior
cleaning
product feature focus
color
protection
stain
fighting
fragrance
detergent
3
target market focus
Targeting 16-24
3
single product focus
3
focus on a single product solution
3
media channel focus
• Use of Media
3
CHECKLIST
• fewer
• bigger
• better
focus investing
4
Double down
on existing
customers
4
that focus on brand equity place brands on a
“ Companies
higher pedestal than customers. Brands are magnets to
attract new customers, and anchors to hold existing
ones. It must never be forgotten that it is customers,
not brands that deliver profits
”
Nick Wreden author of ‘Profit Brand’
4
“US businesses lose half their
customers every five years”
4
4
approach
our
to profitable marketing
1. outcomes not outputs
2. unifying the ROI agenda
3. focus investing
4. Double-down on your
existing customers
profitable
marketing
communications
Strategies for delivering
marketing return on investment