Lidia Gasparotto at IBMalain, this is a great presentation, unfortunately some marketers are too much passionate about taking care of their status .. and very few are passionate about marketing... looks like the download drives to an error page. can you please send me the link to download? thanks. lidia3 years ago
Marketing 3: On Accountability Alain Thys (http://blog.futurelab.net) FUTURE LAB Feel free to re-use or mash-up this presentation under Creative Commons 2.0 license (non-commercial, attribution)
FUTURE LAB Alain Thys: Jekyll or Hyde ? As a retailer/VC/entrepreneur: Double digit ROI As a marketer: Close to € 100,000,000 spent to date, and very little to show for it
If you think marketers have an image problem FUTURE LAB
What People Think of Marketers Don’t shoot the messenger FUTURE LAB
Marketers are faddish, irresponsible, … don’t think like business people … more akin to a recalcitrant child … McKinsey & Company, CEO/CMO Survey, 2005 FUTURE LAB
The average tenure of CMOs in consumer markets is 23, 15 or 12 months . FUTURE LAB
FUTURE LAB Too many marketers have become so specialised that they don’t think in terms of the company’s big picture. Philip Kotler
Marketers are frivolous and difficult to approach Australian Society of Certified Public Accountants FUTURE LAB
Cranfield University Withhold research Take credit for other’s work Lack structure Are always in meetings Work from 10 to 4 Have long lunches Unaccountable, untouchable Seek quick promotions Churn Care about cars, stats and lunch Use jargon Slippery Expensive FUTURE LAB
"We can't compete on price. We also can't compete on quality, features or service. That leaves fraud, which I'd like you to call marketing." Dilbert’s Boss cc 3.0, Megaqwerty FUTURE LAB
FUTURE LAB Buy Stormhoek Wine
FUTURE LAB
If you think marketers have an image problem FUTURE LAB
Marketers need to become more « accountable » for themselves and for the benefit of the business..
The « outsider’s » perspective
Marketing campaigns have unsure or negative ROI
Sales promotions don’t generate sales
Consumers get irritated by advertising
Most new value propositions fail in the market
The campaign presentation never reflects consumer reality
Marketing initiatives overpromise
…
And each year they come up with a new story
FUTURE LAB
The Marketer’s Bushido FUTURE LAB Changing marketing’s bad image
FUTURE LAB In spite of all “insights” and research, 95% of consumer products introductions and innovations fail to reach their ROI targets How do you make a difference to someone who has infinite choice?
German Traditional Chains vs. Hard discounters McKinsey & Company, Nov 2004 FUTURE LAB
FUTURE LAB 60% of sensory experience of drinking espresso comes from the retail environment (and you lose it when you go home)
The Experience IS the Product Insight Insight Insight Insight Insight Acting on Insight in emotions, rationalisations and choice drivers at every step of the experience. FUTURE LAB Insight Product « Best Practice » is Insufficient
Don’t forget to understand the “influencers”
Understand what truly drives and moves me
... and those who influence me
... at every step of the overall experience you offer
80% of CEO’s believe of believe their brand provides a superior customer experience
8 % of their customers agree
(Bain & Company)
FUTURE LAB
We show that we value our customers by serving them well, putting their needs and interests at the center of everything we do. (from the AOL mission statement) FUTURE LAB http://www.youtube.com/watch?v=xaaAYVUWP0I
Companies break their promises every single day. Does your business keep yours? FUTURE LAB
Breaking promises in a WoM world is suicidal FUTURE LAB
But I’m just a marketer That is not my department … FUTURE LAB
YES IT IS … Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth” FUTURE LAB
Source: DAVIS S., LONGORIA T., “Harmonising Your Touchpoints”, Brand Packaging, Jan/Feb 2003 Consider Each Moment of Truth as a Brand Expression FUTURE LAB
In a million channel world, brands whose consumers tell the best stories, win EXPERIENCES - EMOTIONS - STORIES
Ensure that your brand tells the truth when it makes a promise
A Reminder from Tom FUTURE LAB http://www.youtube.com/watch?v=9MaKHxsGZ-A
Show Me the Money
Marketers say
“ Our advertising generates the branding and strong creative we need to differentiate ourselves in the marketplace.”
The CEO/CFO wants to hear…
“ Our analysis shows us that our € 3 million advertising campaign generated an incremental € 22.3 million in revenue.
We can continue to generate ROI up to a € 4.5 million ad spend, generating an additional € 10.6 million in incremental revenue, at which point broad media advertising becomes saturated for our market.”
Source: CFO vs. CMO Smackdown, PMD Professional, 2005
MEASURE & PREDICT Case: Indian Tea company, Greek Telco. A Structural Answer: Multivariate and Agent Based Modeling FUTURE LAB AGENT BASED MODELING Case: US Packaged Consumer Goods Company
Preference Purchase Repurchase Loyalty Advocacy Pragmatism: Focus your money where it matters IMPACT Average Media Consumption by Week (Europe), 2005 Source: Nielsen Interactive Europe, 2005
Resist Orthodoxy
Booking TV = higher margin
Standard rate-cards are less work
Digital avoidance is easier on the brain
Agency co-operation is inconvenient
Establish structural measures to assess the financial impact of our marketing initiatives, in terms the business can appreciate.
Meanwhile, at least allocate your funds where they generate most impact for the business.
90% of businesses are unable to execute the strategy they have on paper 70% of businesses project performance they will never attain Houston, we have a problem Source: Axon, L. Learning to lead: How Companies Grow Profits by Growing Leaders, Sept 22,2004 Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005
Source: Norton, D. Aligning your Strategy to the Customer Value Proposition, 13/9/2005 Only 5% of the workforce understands what the strategy is
FUTURE LAB THE MOMENT OF TRUTH Your brand communicates every time it touches a customer. As a marketer you need to manage this communication. This makes you responsible for each “ moment of truth”
YET THEY ARE THE “MOMENT OF TRUTH” FUTURE LAB
What will you do to make it “clear” FUTURE LAB Do people “get” your strategy ?
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INCLUSION
Make sure that everyone who needs to deliver the promise you make to the market
Foxize School
2. good stuff 2 years ago
looks like the download drives to an error page. can you please send me the link to download? thanks. lidia 3 years ago