Download - Planning for effectiveness
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JWT Grad trainingPlanning for Effectiveness
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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
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What i s e f fec t i ve adver t i s ing
Advertising which delivers the desired results (for
your client)*
* Preferably £££
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Campa ign ne t p ro f i t
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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
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Why is i t impor tan t
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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
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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:
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Setting objectives
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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
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Which ob jec t i ves
Hard objective
s
Soft objective
s
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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
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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
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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
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measuring
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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...
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Digital allows continuous refinement and optimisation
Dig i ta l : op t im isa t ion
Activity
MeasurementRefinement
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Set t ing Benchmarks : h is to r ica l da ta
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Set t ing benchmarks : indus t ry s tandards
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I npu t and ou tpu t measures
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WHAT IS THE AIM OF THIS CAMPAIGN?
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WHAT IS THE AIM OF THIS CAMPAIGN?
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WHAT IS THE AIM OF THIS CAMPAIGN?
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HOW DO THESE COMMS MAKE MONEY FOR THE CLIENT?
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HOW DOES YOUR CLIENT MAKE MONEY?
Profit=
Revenue-Expenses
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HOW CAN WE MODEL COMMUNICATIONS?
A tool to help you plan communications effectsPart of the Worldmade set of planning tools
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Effects Roadmap
Communications
Profit
Com
munic
ati
on
Eff
ect
sA
ttit
udin
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Eff
ect
sB
ehavio
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l Eff
ect
sB
usi
ness
Eff
ect
s
Measured by:
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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
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ect
sB
usi
ness
Eff
ect
s
Measured by:
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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
al
Eff
ect
sB
ehavio
ura
l Eff
ect
sB
usi
ness
Eff
ect
s
Measured by:
• enter text here
• enter text here
• enter text here
• enter text here
• enter text here
• enter text here
Create saliency
Increase brand appeal
Look for Kit Kat in impulse purchases
Increase frequency of purchase
Increase sales
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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
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Effects Roadmap
Client:Brand:Date:
Campaign:
Contact:Job no:
HSBC
2011
HSBC SecureKey
Communications
Profit
Com
munic
ati
on
Eff
ect
sA
ttit
udin
al
Eff
ect
sB
ehavio
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ect
sB
usi
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Eff
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s
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
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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
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START EARLY
Campaign planningDiscovery or Collision stages
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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?
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SET OBJECTIVES THAT WILL STRETCH THE BRAND
IPA research shows brands that set tangible and stretching business and marketing objectives are more effective
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THINK ABOUT NON-OBVIOUS EFFECTS
DistributionPrice premiumUsage occasionNon discountingStaff costsCredit ratingMarket capitalisation
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THINK ABOUT SECONDARY AUDIENCES
TradeStaffInvestorsPotential employeesSuppliersGovernment
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GROUP EXERCISE
In groups of fiveChoose one of the campaigns on the wallTake five minutesDevelop a comms model
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ANY EXCEPTIONS?
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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?
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WHY IS AN EFFECTS MODEL IMPORTANT?
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1. HELP DEVELOP GREAT CREATIVE
Sets a solid base for campaign developmentHelps prevent client briefs from changingProvides confidence for clients to be brave
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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)
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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.
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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?
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JWT Planning AcademyEffects
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Handouts
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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:
• •
• •
• •
• •
• •
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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