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The Earned Premium
 

The Earned Premium

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As an agency, we like to figure out the hard stuff. And for B2B marketers, the hard stuff is everywhere these days. ...

As an agency, we like to figure out the hard stuff. And for B2B marketers, the hard stuff is everywhere these days.

Budgets are static, but the task of reaching your audience has never been harder. The good news for buyers is that they have more control and more choice than ever before. The hard stuff for marketers is that the media environment is changing every day, and is mind-numbingly crowded and complex.

Businesses are placing lots of small bets on the margin–digital, mobile, content marketing–rather than fundamentally rethinking their marketing mix. These small bets don't pay off against the big marketing goals; getting famous, changing perceptions, or selling more.

There is a better way.

The Earned Premium is the impact–measured by audience engagement–generated by your marketing investment beyond what you paid for. In our experience, campaigns architected from the ground up with participation in mind generate 20-30% extra engagement. And study after study shows that a message shared by peers is more valuable than the ones you pay for.

Find out how to get more than you bargained for with the latest presentation from PJA Advertising + Marketing, named a 2013 top midsize agency by B2B Magazine.

…and be sure to follow us on Facebook and Twitter.

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  • ----- Meeting Notes (10/7/13 11:06) -----larger font, more text in headline, descriptivelose date
  • Digital and social channels proliferateComputing shifts from desktop to mobileEveryone is getting into the content business
  • And earned channels by themselves often reach a small segment of who you want to talk to.) 
  • And earned channels by themselves often reach a small segment of who you want to talk to.) 
  • And earned channels by themselves often reach a small segment of who you want to talk to.) 
  • ----- Meeting Notes (10/7/13 11:06) -----simplify definitionrobert/mike review description
  • ----- Meeting Notes (10/7/13 11:06) -----slides 15 and 16 under review
  • ----- Meeting Notes (10/7/13 11:06) -----scratch
  • ----- Meeting Notes (10/7/13 11:06) -----label each example----- Meeting Notes (10/7/13 11:10) -----define why are each earned premium story
  • Lots of content for CIOsEven more content for enterprisesProblem: CIOs we want to talk to aren’t hearing what they needHigh-level review of proposalsUnique qualifications of Red HatOf CIOOf HBR
  • Lots of content for CIOsEven more content for enterprisesProblem: CIOs we want to talk to aren’t hearing what they needHigh-level review of proposalsUnique qualifications of Red HatOf CIOOf HBR
  • Lots of content for CIOsEven more content for enterprisesProblem: CIOs we want to talk to aren’t hearing what they needHigh-level review of proposalsUnique qualifications of Red HatOf CIOOf HBR
  • ----- Meeting Notes (10/7/13 11:10) -----Add CTA for agency

The Earned Premium The Earned Premium Presentation Transcript

  • Driving 30% more from your marketing investment with the Earned Premium advertising + marketing for innovative brands 1
  • As an agency, we like to figure out the hard stuff. And for B2B marketers, the hard stuff is everywhere these days.
  • Budgets are static. 3
  • While buyers’ information and media world is changing every day. 4
  • The good news: the buyer has more control and more choice than ever before. 5
  • The bad news: the media environment is mind-numbingly crowded and complex.
  • The truth? Most content—even great content the buyer wants and needs—never finds its audience in the zettabyte era.
  • And earned channels by themselves reach only a small segment of who you want to talk to.
  • Marketers are doing their best to respond. 9
  • But they end up placing lots of small bets on the margins—on digital, social, mobile, and content marketing—rather than fundamentally rethinking their marketing mix. 10
  • These small bets generally don't pay off against the big marketing goals: getting famous, changing perceptions, or selling more. 11
  • Goals, by the way, that haven't changed at all. 12
  • It’s time to rethink campaigns from the ground up. 13
  • The earned premium
  • Campaigns built from the ground up with participation in mind will generate an incremental impact—audience engagement beyond what you pay for—of 20 to 30%. We call this bonus the Earned Premium.
  • And across many research studies, an impression shared from a peer is quantifiably more valuable than paying for one.  16
  • We all want that premium. Follow three imperatives, and you can achieve it. 17
  • The three imperatives are: 1 BE INSPIRED Start with an idea worth spreading. BE INTEGRATED 2 3 Treat paid and earned media as mutually supporting strategies, not moral opposites. BE INVITING Take the word “earned” seriously by giving your audiences a reason to participate.
  • So how do we get there? 19
  • MAKE The promise EXPERIENCE The promise KEEP The promise 1. Be Inspired. The most inspired creative ideas are rooted in a platform your brand can support over the long term, and a role that you play in your buyer’s lives. 20
  • Brand platform. ›❯  A core idea that helps focus marketing investments over time Dove: Campaign for real beauty. ›❯  For more than ten years, Dove has explored ways in which their marketing can reflect themes of positive self-esteem and inspiration for all women and girls to reach their full potential. ›❯  Idea is big enough to spawn multiple campaign expressions – for different objectives and audiences, and over time 21
  • 2. Be Integrated. Think PESO—find the right mix of Paid, Earned, Sponsored, and Owned that helps your buyer move from left to right. 22
  • 3. Be Inviting. Find the participation idea: the rational (it’s useful to me) or emotional (it captures my imagination) reasons that make people feel good about sharing. 23
  • Participation idea. ›❯  Big ideas that invite Prudential: Blue Dot ›❯  Found a way to get people to participate in contributing data to help personalize a visualization of the retirement gap. buyer, customer, influencer and employee participation – including content creation, sharing, and any other form of participation we can think of. 24
  • That's the idea. Here are some examples from our practice:
  • Infor Global campaign that got the influencers talking, tweeting, and sharing—and placed Infor in the same tier as Oracle and SAP
  • The Challenge: Infor was pretty much an unknown, and a distant 3rd place in the ERP market. They couldn’t match the ad buys of Oracle and SAP, so buying their way into the top tier was out of the question.
  • EARNED PREMIUM: Be what buyers are interested in We created a campaign around what buyers are already talking about—frustration with the ERP duopoly and the need for an alternative. We personified that duopoly through a couple of fun, over-the-top characters.
  • EARNED PREMIUM: Invite influencers to help spread the word We built a multi-part social campaign, with a “Big ERP” Twitter feed that engaged analysts and editors as the core. Payoff was more than a million earned impressions through social mentions and press coverage, including a CIO Magazine Q&A with the Big ERP guys.
  • Earned premium: The outcomes Infor nearly doubled its credibility and likelihood to recommend scores. More than a quarter of campaign interactions were earned through social media and press attention.
  • The Unconventionals Content platform that features disruptive businesses deserves a disruptive media strategy 31
  • EARNED PREMIUM: Disruptive is more interesting than me-too Our goal is to connect with marketers who see themselves as innovators and change-agents. We launched a radio show and related social content that tells the story of companies— like Warby Parker, Converse, and Dollar Shave Club—who have created an outsized impact by “doing business the other way” in their categories.
  • EARNED PREMIUM: There is a price for people’s attention Social and 3rd party sponsored platforms (Forbes and Columbia Business School) are main distribution channels, but paid content promotion significantly increases reach and drives a 50% increase in viral engagement
  • Facebook and YouTube are main “owned” engagement channels. Short snackable videos on YouTube Quickly became lead generator of engagement 34
  • Partnerships with Forbes CMO Network and Columbia Business School provides significant reach and credibility 35
  • Social media activities provide majority of reach, but native ads and social promotion of key program content increased reach and viral sharing 36
  • + 50% Cumulative organic and viral reach of paid posts Cumulative organic and viral reach of unpaid posts, using baseline as a constant EARNED PREMIUM: The cumulative effect of paid posts is a 50% increase in viral and organic reach 37
  • Red Hat The Enterpriser's Project: Content partnership (ground game) replaces advertising (air cover) as primary paid distribution strategy
  • The Challenge: Red Hat is the first billion dollar open source company, and a hugely successful software company by almost any standard. But the market has not given the company credit for enterprise solutions in virtualization, cloud, and storage. Red Hat needs to create awareness among innovation-minded CIOs and build credibility as an enterprise-level partner.
  • EARNED PREMIUM: An idea worth sharing Connect with "enterprising" CIOs–those who see themselves as drivers of business innovation. Invite them to join a communitypowered conversation about the future of business. C?O 312weekCIO enterprising
  • 100 1,000 10,000 The Program: * A traditional corporate ad campaign wasn’t in the budget, nor did it fit Red Hat’s culture. Using an earned premium approach, we inverted the funnel. We started by building engagement from a core audience of CIOs through events and by inviting them to join an editorial board. As we build the core ("100"), we are generating a larger conversation through content, useful online destinations, and social promotion (“1,000”). The 3rd stage is to capture the best of the content and conversation and distribute it at scale (“10,000”). *program in process, launched Q3 2013 41
  • EARNED PREMIUM: Leverage trusted brands Our primary paid strategy is sponsorship. Red Hat doesn’t have the visibility with senior IT, so we negotiated a partnership with CIO (the lead brand) and Harvard Business Review (the ingredient brand). Red Hat is the catalyst, CIO and HBR bring reach, credibility, and content. The Catalyst The Lead Brand •  Quality traffic •  Senior IT editorial •  High-credibility research •  CIO events •  Bring voices together for iterative conversation •  Co-brand events and content •  Senior Red Hat participation The Ingredient Brand •  High-credibility business brand •  Valued business content and tools •  Business editorial 42 42
  • EARNED PREMIUM: Be useful: create and spread content that enterprisers are craving CIO Conversation Platform Social Sharing Durable registrationworthy research studies Red Hat campaign “home base” 43 43
  • EARNED PREMIUM: Building momentum* 8 CIO-level editorial board members, 25+ pieces of content 27 CIO videos with 15,300 views 40+ CIO round-table attendees 200+ blog posts and articles 550+ comments 2,000+ Twitter followers 30,000+ unique visitors *through 60 days of program 44 44
  • We’d be happy to share more earned premium stories, and talk about how your company can get a little more than it bargained for when it comes to marketing. Please contact Greg Straface at gstraface@agencypja.com or (617) 234 7371. Thank you advertising + marketing for innovative brands