profitable marketing communications presentation at si new house, syracuse university (18 november...
DESCRIPTION
Strategies to deliver Marketing Return on Investment made to the Newhouse Media School at Syracuse University.TRANSCRIPT
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