profitable marketing communications presentation at si new house, syracuse university (18 november...

Young

profitable

Strategies for delivering marketing return on investment

communications

focus on the

time to……..

marketing is a necessary investment for long term growth.

43% of financial directors believe“

”

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

campaigns fail to create value.

84% of marketing

Copernicus Marketing Consulting

“

”

what is

ROI?

or…

another name for

our

1. outcomes not outputs

2. unifying the ROI agenda

4. Double-down on your existing customers

3. focus investing

to profitable marketing

1

outcomes, not outputs

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 1

• Clear line of sight

• A few key metrics

metrics need to be pro-active rather than defensive

1

HooburritoHoobastank

Hot N Cold Cherry Chocolate Cappuccino

Katy Perry

The Great EggsSteakBoysLikeGirls

outcomes, not outputs

CHECKLIST

• Clear line of sight

• A few key metrics

• Pro-active rather than defensive

1

2

unifying the ROI agenda

2

2 7. Review Process

6. Deploy Data Strategically

5. Establish

marketing dashboard

Unifying the ROI Agenda

1.Build a Team

4. Initiate

Marketing Communication

Development

2.Align the

ROI Objectives

3. Establish Metrics

focus investing

3

3marketing campaigns that

lack focus

poorly allocated or inefficient spending

ill-defined targeting weak positioning

too many messages too many metrics

Human beings don't want to 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

“

”

3

superior cleaning

color protection

stain fighting

fragrancedetergent

product feature focus

Targeting 16-24

target market focus3

single product focus3

media channel focus

• Use of Media

3

focus investing

CHECKLIST

• fewer

• bigger

• better

3

Double down on existing customers

4

Companies that focus on brand equity place brands on a 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

4

our

1. outcomes not outputs

2. unifying the ROI agenda

4. Double-down on your existing customers

3. focus investing

to profitable marketing

profitable

Strategies for delivering marketing return on investment

communications