Young

profitable
communications
Strategies for delivering
marketing return on investment

time to……..
focus on the

“43% of financial directors believe
marketing is a necessary investment
”
for long term growth.
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

“84% of marketing
campaigns fail to create
value.”
Copernicus Marketing Consulting

what is
ROI?

or…

another name for

our
to profitable marketing
1. outcomes not outputs
2. unifying the ROI agenda
3. focus investing
4. Double-down on your
existing customers

1
outcomes, not
outputs

1 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
• Clear line of sight
• A few key metrics

metrics need to be pro-active
1 rather than defensive

Hot N Cold Cherry
Chocolate Cappuccino
Katy Perry
Hooburrito
Hoobastank
The Great EggsSteak
BoysLikeGirls

1 outcomes, not outputs
CHECKLIST
• Clear line of sight
• A few key metrics
• Pro-active rather than defensive

2
unifying the ROI agenda

2

1.
2 7. Build a
Review 2.
Team
Process Align the
ROI
Objectives
6.
Deploy Data Unifying the
Strategically ROI Agenda
3.
Establish
Metrics
5.
4.
Establish
Initiate
marketing
Marketing
dashboard
Communication
Development

3
focus
investing

3
marketing campaigns that
lack focus
poorly allocated or inefficient
spending
ill-defined targeting
weak positioning
too many messages
too many metrics

3
“ Human beingsso my wantisto
don't
stay focused, job 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 product feature focus
superior color stain fragrance
cleaning fighting
protection detergent

3 target market focus
Targeting 16-24

3 single product focus

3 media channel focus
• Use of Media

3 focus investing
CHECKLIST
• fewer
• bigger
• better

4
Double down
on existing
customers

4
“ Companies that focus customers. Brands are brands ontoa
on brand equity place
higher pedestal than magnets
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

our
to profitable marketing
1. outcomes not outputs
2. unifying the ROI agenda
3. focus investing
4. Double-down on your
existing customers

profitable
communications
Strategies for delivering
marketing return on investment