Brand Building Heavyweight ROI Championship
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This deck shares Rocky Balboa’s training tips to become the ultimate Heavyweight ROI Champion in only 5 rounds.
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Brand Building Heavyweight ROI Championship
- 1. Erik Ramirez Training tips from a champion.
- 2. Share Rocky Balboa’s training tips to become the ultimate Heavyweight ROI Champion in only 5 rounds.
- 5. Create lasting history, not brief memories
- 8. Create lasting history, not brief memories 1.1) ‘Always on’ brand communication: Brand communication has consistently proven to deliver higher volume. 1.2) Base is the name of the game: Support a broader part of the business secures higher effectiveness. 1.3) Continuity is not a duty, it’s a necessity: Marketing activities are more responsive when layered and tied into a broader, equity building campaign with key enablers like celebrities or sponsorships. 1
- 9. Still room to spend more smartly on TV
- 11. 2 Still room to spend more smartly on TV 2.1) Only bet on the winning horse: There is a strong correlation between copy quality and ROI. 2.2) Be smart about copy length: Dependent on media cost structure, short formats can be more efficient. Also pick the right length according to the complexity of the message. 2.3) Longer life to our TVCs: There are opportunities to stretch the life of our TVCs as we tend to air them significantly below wear-out limits.
- 12. Spend smartly on non-TV
- 14. 3 Spend smartly on non-TV too 3.1) Reallocate spending from weaker activities into stronger: Invest in cascading priorities according to efficiency and effectiveness. 3.2) Digital: The final frontier (so far): Digital tends to deliver stronger ROIs than TV. However, be smart choosing the right tactic. 3.3) There’s life out of TV: Alternative media can compensate for low / no TV weights.
- 15. Any chance to be visible is good
- 18. 4 Any chance to be visible is good 4.1) The earlier we get trade support, the faster we’ll build distribution: Heavy Trade support during first months of launch can help drive distribution. 4.2) Multi Brand Commercial Innovation? More, please: MBCIs represent a great opportunity to increase brand visibility and leverage cost synergies. 4.3) Create synergies: Simultaneous execution of different tools (perfect storm) would result on the biggest potential lift.
- 19. Know your WHO, go after them
- 21. 5 Know your WHO, go after them 5.1) Digital: Use Digital for targeting efforts. 5.2) Print: Identify the genre that drives higher volume lift and shift investment accordingly from low performers. 5.3) Ethnic targets: Targeted communication tends to drive more response as the message can be further tailored.
- 23. Questions?
- 24. Get back the Eye of the Tiger! Erik Ramirez
Editor's Notes
- Rocky is not only a hero among his neighbors in Philadelphia within the movies, but also has become a legend, part of the social imaginary in real life. The training scenes, the music, even the way he speaks have become symbols that represent something to everyone of us even if we hadn’t seen the film, because some of those scenes have inspired several sequences in uncountable posterior movies. How did he do it? Playing his strengths, focusing on his core and being consistent over time. And this is how we can do it as well.
- Rocky knows that the secret to be the last one standing when the bell rings is being in better shape than your opponent. That’s why he never skips the basics: running for cardio, crunches, push-ups and speed bag punching.
- Once he mastered the fundamentals, Rocky realized that in order to make a difference you need to train differently. Punching meat, catching the hen to gain leg agility, pulling a sled in the snow and chopping wood are just some of the alternative training that got him to the top.
- Rocky learnt this mantra from his good friend Apollo and so will we. Apollo understood that being a champion is not just about wining fights; it’s also about the kind of show, the sort of entertainment, that you provide. Nowadays, boxing is just not enough, and he knows it, so he has learnt to deliver a great show around his fights.
- Rocky knows that the secret to be the last one standing when the bell rings is being in better shape than your opponent. Because each of them is different, he plans his trainings accordingly and adapts the way he fights each of them.