planning for effectiveness

JWT Grad trainingPlanning for Effectiveness

What i s e f fec t i ve adver t i s ing

Award winning advertising

Creative advertising

Stuff, which is generating buzz

Stuff, I want to share

What i s e f fec t i ve adver t i s ing

Advertising which delivers the desired results (for

your client)*

* Preferably £££

Campa ign ne t p ro f i t

Set objectives

(KPIs)Measure it Report back

How do you do i t

W i t h t h e c l i e n t , a c c t o t h e b u s i n e s s

b r i e f

U s i n g t h e r i g h t t o o l s

B a s k i n g i n g l o r y

. . h o p e f u l l y

Why is i t impor tan t

Because without it

• You don’t know what you’re doing

• The clients don’t know what they are doing

• You will veer off and use energies elsewhere

• And you don’t know when you might have arrived

Why is i t impor tan t

Unfortunately, the research shows that campaigns with single objectives are dramatically less effective than ones with multiple objectives.

This suggests marketers should adopt a balanced scorecard approach, identifying multiple Key Performance Indicators (KPIs) that span the influence of the campaign – from softer, intermediate measures, through to harder business measures. This ensures that we focus on the overall contribution that a successful campaign makes, not just on direct attribution to units sold. Here’s an example of a typical marketing balanced scorecard:

Setting objectives

Objec t i ves , s t ra teg ies and tac t i cs

• End destination

• ‘to…’

Objective

• The route to get there

• ‘by…’

Strategy • Specific actions for the strategy

• ‘how will we…’

Tactics

Which ob jec t i ves

Hard objective

s

Soft objective

s

Awareness

Perceptions

Engagement

Recommendation

Consideration

SatisfactionEtc.

Fame

Popularity

Imagery

Trust

What a re ob jec t ives

Increase sales

Increase margin/price

Reduce costs

Increase productivity

Increase revenue

HARD MEASURES SOFT MEASURES

Key Performance Indicators

• Choose the main 5 indicators, which encapsulates your objectives

• Metrics are things you measure, but not a direct indicator of success

Set t ing KP Is

Drive engagement

• Time spent on website

• Depth of visit

Increase purchase intent

• Increase ‘top 2 box’ purchase intent

Careful to distinguish between an objective and an outcome

Objective: what we are trying to do/achieve

Outcome: are the changes, benefits, learning or other effects that happen as a result of your work. They can be wanted or unwanted, expected or unexpected. 

NB

measuring

Where shou ldyou look fo r da ta

Static Short term - Campaign

Medium/ Long term - Brand

Brand Pyramids – Millward Brown

Value/ volume sales – over time

Market shares – over time

Brand health – various

Category status – over time, by market

All media – spent vs achieved

Comparative – SOVs, SOEs

Quality of media

Tracking – vs GRPs/ activity period

Key Success Measures – consideration, awareness, salience, trial, call to action, attitude shift, immediate reactions...

Brand Health, brand tracking over time

Long term effects – health, sales, premiums, gaining new customers, frequency, new usage...

Business results – volume, value, margins

Profits MINUS costs of campaign – better or worse than before?

Value of brand, sustained market shares, markets, importance in annual reports...

Digital allows continuous refinement and optimisation

Dig i ta l : op t im isa t ion

Activity

MeasurementRefinement

Set t ing Benchmarks : h is to r ica l da ta

Set t ing benchmarks : indus t ry s tandards

I npu t and ou tpu t measures

WHAT IS THE AIM OF THIS CAMPAIGN?

WHAT IS THE AIM OF THIS CAMPAIGN?

WHAT IS THE AIM OF THIS CAMPAIGN?

HOW DO THESE COMMS MAKE MONEY FOR THE CLIENT?

HOW DOES YOUR CLIENT MAKE MONEY?

Profit=

Revenue-Expenses

HOW CAN WE MODEL COMMUNICATIONS?

A tool to help you plan communications effectsPart of the Worldmade set of planning tools

Effects Roadmap

Communications

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Effects Roadmap

Client:Brand:Date:

Campaign:

Contact:Job no:

Communications

Profit

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Eff

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Effects Roadmap

Client:Brand:Date:

Campaign:Contact:Job no:

Kit Kat

2011

Nestle Cranes

Communications

Profit

Com

munic

ati

on

Eff

ect

sA

ttit

udin

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Eff

ect

sB

ehavio

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sB

usi

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Eff

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s

Measured by:

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Create saliency

Increase brand appeal

Look for Kit Kat in impulse purchases

Increase frequency of purchase

Increase sales

Effects Roadmap

Communications

Profit

Com

munic

ati

on

Eff

ect

sA

ttit

udin

al

Eff

ect

sB

ehavio

ura

l Eff

ect

sB

usi

ness

Eff

ect

s

Measured by:

• Communications tracking• shares, views , time spent

• Brand measures • Likes, shares, etc.

• Distribution measures• Sales team feedback

• Rate of sale

• Share of market - volume

• enter text here

Create saliency

Increase brand appeal

Look for Kit Kat in impulse purchases

Increase frequency of purchase

Increase sales

Excite the trade

Increase quality distribution

Client:Brand:Date:

Campaign:Contact:Job no:

Kit Kat

2011

Nestle Cranes

Effects Roadmap

Client:Brand:Date:

Campaign:

Contact:Job no:

HSBC

2011

HSBC SecureKey

Communications

Profit

Com

munic

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Eff

ect

sA

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Eff

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Measured by:

• Brand tracking

• Brand tracking

• Image tracking• Social media tracking• Calls to SecureKey hotline

• Penetration of online banking• Frequency of use

• Reduced use of IVR, ATM, Branch• Sales conversion of online banking

Increase awareness of Secure Key

Perception of HSBC proactively keeping you

safe

Reassure of security of online banking

Increase use of Online banking

Reduce cost of providing services

Increase cross-sale of products

Increase acceptance of

Secure Key

Create awareness

Create saliency

Increase salesIncrease margin/price

Reduce costsIncrease productivity

Engage with content

Increase brand appeal

Buy more often

Recommend to others

Blog about

Share with others

Be seen as XXXXX More differentiated

Drive trial

Increase frequency

Increase consideration Increase momentum

New usage occasions

Excite the trade

Business Effects

Behavioural Effects

Attitudinal Effects

Communication Effects

Increase distribution

SOME EXAMPLE STEPS

Visit showroom

Brand affinity Customer satisfaction

Increase revenue

START EARLY

Campaign planningDiscovery or Collision stages

WORK BACKWARDS

Start from the bottom and work back through the model:How will the comms create profit?What behaviour do we need?What attitudinal change do we need?What comms engagement do we need?

SET OBJECTIVES THAT WILL STRETCH THE BRAND

IPA research shows brands that set tangible and stretching business and marketing objectives are more effective

THINK ABOUT NON-OBVIOUS EFFECTS

DistributionPrice premiumUsage occasionNon discountingStaff costsCredit ratingMarket capitalisation

THINK ABOUT SECONDARY AUDIENCES

TradeStaffInvestorsPotential employeesSuppliersGovernment

GROUP EXERCISE

In groups of fiveChoose one of the campaigns on the wallTake five minutesDevelop a comms model

ANY EXCEPTIONS?

NOT PROFIT BUT IS FINANCIAL

Charities and governments may not need a profit.But there will be a financial effect of the comms.If we can prevent a handful of drink driving incidents,what is the financial impact?

WHY IS AN EFFECTS MODEL IMPORTANT?

1. HELP DEVELOP GREAT CREATIVE

Sets a solid base for campaign developmentHelps prevent client briefs from changingProvides confidence for clients to be brave

2. ENSURES COMMS ARE EVALUATED PROPERLY

Sets the expectations about how our work should workStops our ideas being judged against the wrong measuresEnsures we set the agenda (not media agencies or others)

3. HELPS CLIENTS TO CONVINCE STAKEHOLDERS

Many of our ideas are crippled by stakeholders .Often non-marketing people not understanding,the role or value of the comms.A comms model can empower our clients.

4. PUTS A VALUE TO WHAT WE DO

What are we worth?What are our ideas worth?Are they worth the time we put in or the effect they can have?

JWT Planning AcademyEffects

Handouts

Effects Roadmap

Client:Brand:Date:

Campaign:

Contact:Job no:

Communications

Profit

Com

munic

ati

on

Eff

ect

sA

ttit

udin

al

Eff

ect

sB

ehavio

ura

l Eff

ect

sB

usi

ness

Eff

ect

s

Measured by:

• •

• •

• •

• •

• •

Create awareness

Create saliency

Increase salesIncrease margin/price

Reduce costsIncrease productivity

Engage with content

Increase brand appeal

Buy more often

Recommend to others

Blog about

Share with others

Be seen as XXXXX More differentiated

Drive trial

Increase frequency

Increase consideration Increase momentum

New usage occasions

Excite the trade

Business Effects

Behavioural Effects

Attitudinal Effects

Communication Effects

Increase distribution

Some example steps

Visit showroom

Brand affinity Customer satisfaction

Increase revenue