planning marketing effectiveness in the decade ahead - cim

Planning Marketing Effectiveness In the Decade Ahead

Mark Ritson

Levitt Group Annual Lecture

1968

0.6

0.4

0.2

0

Research

Aw

ard

Sco

re

Research Level

None Low High

0.6

0.4

0.2

0

0.28

0.39 0.38

n=5,894

Does Research Increase Effectiveness?

Diagnosis Strategy TacticsX X

33.3% 33.3% 33.3%

How to Manage Brand

Strategy

How to Manage Brand

Strategic Objectives

Objectives – The Signal of Strategy

Business

Aspirations

Reverse sales

decline

Tactical

Goals

Get 400,000

Social mentions

Strategic

Objectives

IncreasePreference

From 12% to 25%

by Dec 2019

Among 18-24 YO

Strategic

Objectives

IncreaseConsiderationFrom 12% to 25%

by Dec 2019

Among 18-24 YO

Objectives – The Signal of Strategy

Strategic

Objectives

IncreasePreference

From 12% to 25%

by Dec 2019

Among 18-24 YO

Strategic

Objectives

IncreaseReBuy

From 22% to 35%

by Dec 2019

Among 18-24 YO

Do More Objectives = More Effectivenessaw

ard

sco

re

# of strategic objectives

1 2 3 4 5..

0.6

0.4

0.2

0

0.28

0.390.35

n=5,645

0.390.44

Long & Short Term

PeterField

LesBinet

Sub 12 Month Window

Sale

s U

plif

t o

ver

Bas

e

Time

Is Long better than Short?aw

ard

sco

re

campaign duration

<3M <6M <12M 12M+

0.6

0.4

0.2

0

0.31 0.28

0.48

n=5,645

0.36

Hugh Johnston, Pepsico CFO

“Any idiot can do short term. Any idiot can do long term.The trick is to do both.”

Target Marketing?

100%

80%

60%

40%

20%

0%2011 2012 2013 2014 2015 2016 2017

2011 2012 2013 2014 2015 2016 2017

A Growth in Mass MarketingP

rop

ort

ion

of

awar

d w

inn

ers

n=5,835

Does Targeting Beat Mass Marketing? aw

ard

sco

re

TargetSegments

0.6

0.4

0.2

0 n=5,645

MassMarketing

0.45

0.35

Binet & Field, IPA Data

The BIG Answer

Products

Link the POV to Products

Rational Persuasion

Mental Availability

Sales

$1 delivers $4.42Masterbrand

Make the POV Famous

Emotional Connection

Cultural Resonance

Brand Building Sales Activation

Long Term Short Term

Creates Brand Equity Exploits Brand Equity

Influences Future Sales Generates Sales Now

Emotional Priming Persuasive Messages

Brand Focus Product Focus

Mass Marketing Target Marketing

Long & Short Brand Planning

A Two Speed Brand Plan

A Two Speed Brand Plan

Media vs Creative

100%

80%

60%

40%

20%

0%

2011-2015 Media FocusP

rop

ort

ion

of

Entr

ies

n=4,2322010. 2011 2012 2013 2014 2015 2016 2017

Media Dominant

Shit that arrives at the speed of light is still shit.

David Abbott

Shit that arrives at the speed of light, is still shit.

9% 2%

47%

15%22%

5%

TargetingContext

Creative

Brand

Recency

Reach

The Effective Power of Creative

The Effective Power of Creative

Differentiation?

Differentiation

Rosser Reeves

USP

Ries & Trout

Own a Single Idea

Byron Sharp

Differentiation?

Simon Sinek

Purpose Relative

Relative

to…

• Salience• Competitors• Other Brand Associations

awar

d s

core

degree of differentiationNone Somewhat High

0.8

0.6

0.4

0.2

0

0.390.44

0.79

n=4773

Does Differentiation Pay?

Codification

The Two D’s

Differentiation? Distinctiveness?

light

filling

treatsnack

Differentiation? Distinctiveness?

Differentiation? Distinctiveness?

95%

CodesPositioning

• Logo

• Shapes/Patterns

• Colours

• Founders

• Font

• Packaging

• Characters

• Product Cues

• Locations

• Celebrities

123

124

92

111

110

109

102

100

92

87

Codes Distinctive Brand Assets = Distinctive Assets

Palettes

Application

What do Codes do?

1. Maintain Salience

1. Maintain Salience

2. Shorten the last 2 feet

What do Codes do?

1. Maintain Salience

2. Shorten the last 2 feet

3. Advertising Linkage

What do Codes do?

1. Maintain Salience

2. Shorten the last 2 feet

3. Advertising Linkage

What do Codes do?

1. Maintain Salience

2. Shorten the last 2 feet

3. Advertising Linkage

4. Bolster Brand Image

What do Codes do?

1. Maintain Salience

2. Shorten the last 2 feet

3. Advertising Linkage

4. Bolster Brand Image

5. Brand Revitalisation

What do Codes do?

What Do Codes Do?

1. Maintain Salience

2. Shorten the last 2 feet

3. Advertising Linkage

4. Bolster Brand Image

5. Brand Revitalisation

6. Bridge the Long & Short

Multi-Channel

More Channels = More Effectivenessaw

ard

sco

re

# of channels used1 2 3 4 5 6 7 8 9 10

0.6

0.4

0.2

0

0.21

n=4,855

0.22

0.33

0.39 0.39 0.370.34

0.420.38

0.42

The Synergies of Integration

Campaign of the 2018

The Lost Secret Formula of Synergy

A x B > 2a or 2b

Agency Marriage

Does (agency) marriage work?

awar

d s

core

# of partner agencies

1 2 3 4+

0.6

0.4

0.2

0

0.28

0.41

n=5,645

0.400.37

0.32awar

d s

core

degree of bravery1 2 3 4 5

1.2

1.0

0.8

0.6

0.4

0.2

0

Bravery

n=4,645

0.54

0.38

0.53

1.26

How to be EffectiveSPEND TIME ON DIAGNOSIS FIRST

TWO OR THREE SMART OBJECTIVESLONG & SHORT

MASS & TARGETEDAIM FOR DIFFERENTIATION VIA POSITIONING

AIM EVEN MORE FOR DISTINCTIVENESS VIA CODESAMAZING CREATIVITY

AS MANY CHANNELS AS IS EFFECTIVELY POSSIBLETHREE LEAD AGENCIES, INTEGRATED BY THE CLIENT

COURAGE!