hype pres 2 final light
TRANSCRIPT
1. Who we are
2. What has happened?
3. How does that affect strategy planning?
4. What to do?
5. Tips & tricks
6. Let’s talk
STRATEGY IS NOT A PHASE AT THE START— The days when strategist would only be bothered
with the brand & campaign’s conceptual phase should be over…
— If strategic planning in communication agencies is only about the brand & the concepts, it will become obsolete
Strategic planning has to embrace
the full customer journey around a brand and product
to deliver communication & campaigns
that play a logical role
towards a bigger objective.
Orientatië Overweging Planning & buying Ervaring
Trigger
Considerations
Doing & Using
Painpoints
Trigger
Considerations
Doing & Using
Painpoints
,
Trigger
Considerations
Doing & Using
Painpoints
Trigger
Considerations
Doing & Using
Painpoints
,
“Gewild maken”
“Makkelijk maken”
“Besmettelijk maken”
“Bekend maken”
BRAND & MESSAGING STRATEGY VS. CHANNEL PLANNING— We should be bothered with both…
— And since you can’t do and know it all…
— Strategic planning should be about connecting expertises
IN BRIEF…— Acquiring the expertise is one
thing…
— If agencies continue to think in silos
— They’ll do exactly the opposite of what their ‘raison d’être’ is: helping their clients survive in times of fierce competition & disruption
INTERNALLY BREAK DOWN THE WALLSWithin the agency, you should be fighting for a culture in which:
— You can argue with the creatives
— You can argue with the media planners
— You can shift budgets during a campaign
INTERNALLY BREAK DOWN THE WALLSWithin the agency, you should be fighting for a culture in which:
— You can argue with the creatives
— You can argue with the media planners
— You can shift budgets during a campaign
— Revenue splits do not stand in the way of the customer journey
AT THE SAME TIME -
‘KEEP IT SIMPLE’At all times, be sure your client and your collegues can follow what you do
- KPI reporting: basic! Max 3 KPI’s
- No jargon
- Be straight!
EXTERNALLY BREAK DOWN THE WALLSWithin your clients, you should help:
— Fight the power of the IT department
— Help the people from MarCom talk to the people from CRM talk to the people from PR talk to the people from Client services talk to Sales talk to …
— Help all of them to rethink their dogma’s
— Help you client to see what’s really happening in our society
KPI’S VS. SMART OBJECTIVE— KPI’s are the way to define your
SMART objectives
— SMART Objectives are the changes you want to see happening to your KPI’s.
— Under ONE central supra- objective
KPI’S— Uncomplex
— Relevant
— Timely (meaning: available)
— Instantly useful
— Maximum 3
OBJECTIVES— Specific
— Measurable
— Achievable
— Relevant
— Time bound
— One supra objective
WHAT DO YOU THINK?— Increase in time on site of 20%
— Decrease in CPM of 50%
— CTR of twice the sector average
Can you really connect the KPI’s with the Objective?
What can you DO with the information?
A BULLSHIT METER— In order to:
— Setting expectations right (internally & externally)
— Helping to improve campaign results while running
— Report the real findings and lessons learned to clients to really improve your work
— Cover your own ass
EXAMPLE 1— “Our CRM approach has been
extremely successful. Thanks to better profiling of our database, we have been able to clean up our database permanently while raising the CTR of our premium clients to 40%.”
SO: QUESTION THE NUMBERS— Benchmarks
— Customer statistics
— Analytics
— Sales numbers
— Think logical
— And show the relativity
SOMETIMES A SCALE IS BETTER THAN A NUMBER…
Results 2014
DELIVERY
OPEN
CTR
CTO
Min: 79% Best: 98,5%Av: 91,0%
21,5% 36,8%29,7%
2,7% 7,5%5,2%
7,1% 27,7%18,7%
x
x
x
x
AND HOW ABOUT MOBILE?— Mobile website is key
— And this will only increase with the latest Google update
SEGMENTATION— Look into segments to make sure
your findings are actionable:
— Local
— Device
— Source
— Returning visitors