webinar: award winning measurement: why are some companies more successful than others at the amec...
TRANSCRIPT
Webinar:
Award Winning Measurement: Why are some companies more successful than others at the AMEC awards?
Welcome & Introduction
2
Inspiring Healthy
Decisions is what we
do
Pegasus is an
integrated comms
consultancy
Our best ever year for awards
1. Tell a story with your entry
• Give context
• Don’t presume
• Take judges on a journey
• Explain the why before the what and how
• Highlight innovation and creativity
2. Put measurement at the heart
• Reflect sentiment of the awards
• Practice what you preach
• Start with the business objective
• Set out the SMART objectives
• Show the impact it made, don’t stop at outputs
3. Put yourself in the judges’ shoes
• What makes your entry a worthy winner?
• Why does it stand out from other entries?
• Help judges see the marks
• Make it engaging, clear and easy to follow
• Allow sufficient time to review and refine
4. Be human
• Be real, objective and honest
• What worked well but also what didn’t? What surprised you?
• What changes did you make along the way?
• Inject personality, show passion, be proud of what you have achieved
5. Share feedback from the top• Reflect the true measure of success -
positive outcomes for your client/business
• Use sound bites from senior management to help demonstrate business impact
• Show how this work has put measurement best practice up the agenda
6. The power of presentation
• Don’t under estimate it’s important
• Allow time to make it visually engaging
• Use sub-headers, bullet points and thumbnail images to help tell the story
• Attention to detail
Why bother?
• Reinforce motivation and galvanise support for measurement ethos
• Reflect on key achievements
• Benchmark
• Learn lessons for future
• Opportunity for positive promotion
Paul HenderDirector, Gorkana Group
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Flooding dashboard
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Key topics Top authors
Query trends
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Grand Prix Platinum Award for the best overall entry, 2014
“User-friendly, informative and valuable early-warning system with a strong blend of insights and quantitative data.”
“Smart, innovative and transformational impact on client comms and stakeholder engagement (and policy!)”
“This programme is noteworthy as it is using data to identify trends and inform actions - a critical part of public relations and communication management that needs to be developed across the profession.”
Our earned media objectives: Making sure that the sponsors are mentioned in good copy within the newspapers. Targeting key audiences through researched publications. An early campaign to hit all of the nationals and generate excitement with the
consumer. Special front cover effort as a new angle for generating content.
KPI 1: Reach and Frequency to target
audiences
KPI 2: Correlation of PR against ticket sales
and visitors
KPI 3: % Tone of positive content
by country
KPI 4: Success in delivering to key
media list
KPI 5: % of sponsor mentions, against impact measures.
KPI 6: Volume of content Country
by country breakdown
KPI 7: % of nationals to
obtain front cover hits
The role of PR: Preceding Marketing/Advertising in generating excitement for the new exhibition. Generating advance ticket sales as a key revenue stream for the business. Creating inspiring content to pull a variety of different audiences (including new global sources) into the
museum. Promote the partnership with sponsors to generate a return on investment. Help to make Bowie the most talked about exhibition of the year
Measure: Increase visitor numbers through PR Measure: Engagement with a variety of different audiences, some brand new
Measure: Demonstrate a return on investment for the key sponsors.
Strategies to deliver: For the Bowie Exhibition, generate strong ticket sales and visitor numbers. Create an attraction which is viewed positively by the public and critics alike. Locate sponsors to help fund the project. Make Bowie the most talked about exhibition of the year. Position the
V&A as the leading museum of performing arts
Business measures: Visitor numbers. Ticket Sales. Perception of exhibition.
Our Vision: Educating and inspiring people about art & designOur Purpose: Preserving and showcasing the best in art & design. Creating revenue through inspiring exhibitions
Campaign highlights
‘David Bowie is’ generated
coverage in 37 different
countries.
Over two thirds of coverage (69%)
delivered at least one message, whilst over a fifth of pieces
(21%) mentioned Gucci or
Sennheiser.
Volume: 78
OTS: 32,800,983
Americas
Volume: 902
OTS: 974,003,193
Europe
Volume: 69
OTS: 11,968,865
APMEA
75% 72% 72% 71% 71% 71%3.33 2.8 2.6 2.6 2.6
0
1
2
3
4
0%
20%
40%
60%
80%
A B C1 C2 D E
Ave
rage
num
ber
of e
xpos
ures
Per
cent
age
of U
K a
dults
Reach to target audiences
Reach and frequency of all coverage
Reach of coverage, broken down by social grade groups
Reach to target audiences
Reach and frequency of coverage crediting Gucci
Reach of coverage, broken down by social grade groups
Reach to target audiences
Reach and frequency of coverage crediting Sennheiser
Reach of coverage, broken down by social grade groups
88% 89%19.8
21.6
0
5
10
15
20
25
0%
25%
50%
75%
100%
All UK Adults Music fans Ave
rage
num
ber
of e
xpos
ures
Per
cent
age
of U
K a
dults
89% 89% 88% 88% 88% 87%25.6
21.619.9 18.1 17.3 17.2
0
10
20
30
0%
25%
50%
75%
100%
A B C1 C2 D E
Ave
rage
num
ber
of e
xpos
ures
Per
cent
age
of U
K a
dults
72% 73%
2.8 3
0
1
2
3
4
0%
20%
40%
60%
80%
All UK Adults Music fans Ave
rage
num
ber
of e
xpos
ures
Per
cent
age
of U
K a
dults
56% 58%
2 2.1
0
1
2
3
0%
20%
40%
60%
All UK Adults Music fans Ave
rage
num
ber
of e
xpos
ures
Per
cent
age
of U
K a
dults 62%
56% 55% 55% 55% 56%2.3 2.1 2 1.9 1.8 1.9
0
1
2
3
4
0%
20%
40%
60%
80%
A B C1 C2 D E
Ave
rage
num
ber
of e
xpos
ures
Per
cent
age
of U
K a
dults
3,669 1,299 1,478
2,00712,017
11,478
61,753
5,154
8 62 8
10 53 4 4 10 93 70 387 129 48 60 42 115 17 5 2-10000
0
10000
20000
30000
40000
50000
60000
70000
0
100
200
300
400
500
May-2012 Jul-2012 Sep-2012 Nov-2012 Jan-2013 Mar-2013 May-2013 Jul-2013 Sep-2013 Nov-2013
Num
ber o
f tic
kets
sol
d
Num
ber o
f art
icle
s
Volume Ticket sales
Coverage reporting on David Bowie’s new single mentions the prospective ‘David Bowie is’ exhibition. Le Figaro labels 2013 as “the year of Bowie”.
Numerous articles report on the upcoming exhibition, with Art Newspaper noting that the V&A has taken a ”performance angle, not a fashion angle”. Wall Street Journal refers to the exhibition as a “Bowie bonanza”.
‘David Bowie is happening now’ is mentioned in prominent online and regional titles. Double Negative describes the screening as “the next best thing” for those who couldn’t attend the exhibition.
Media coverage driving ticket sales
“Solid KPI measurement framework, depth and breadth of results was impressive – exceptional work”
“Good outputs, thoughtful comprehensive design and strong link to commercial results”
“3 key points: international, materials, results”
Gold Award for the Best Use of Measurement for a Single Event
It boils down to...
• State a problem, then demonstrate the solution
• Build evidence to show the impact on business results
• Be human and keep it real
AMEC Awards Strategy Checklist
• Make it a priority for your business. Winning entries take time.
• Establish an internal team to decide and play “judge” before submitting entries.
• Encourage fierce debate over each entry. • If you only have one great report, enter it into multiple
categories (budget permitting).• Ensure you respond to all of the feedback from the
judges for the following year.• Study the winning case studies on the AMEC website.• GOOD LUCK!
Join experts from around the world!
• 2015 AMEC International Summit on Measurement.
• The world’s biggest event on PR measurement.
• Top client and industry speakers.
• Outstanding knowledge share.• Register now!
Join in on Twitter. #amecsummit