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Marketing presentation
 

Marketing presentation

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by Alain Thys (http://blog.futurelab.net)

by Alain Thys (http://blog.futurelab.net)

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  • Which gets us to the topic of the day, marketing accountability (5 minute debate) Starting with an open question. There is a lot of writing these days that marketers have an image problem (storytelling: McKinsey study, CMO’s short lifespan, pressure to show the omney, … ) How does this feel to you? What is accountability to you anyway? Do your bosses ask for this? Would you like to do more? If yes/no, why? What would you suggest
  • Idee rietveld academie, chef kok, Sushi chef

Marketing presentation Marketing presentation Presentation Transcript

  • 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
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 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
    Real Insight FUTURE LAB
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • FUTURE LAB RESPECT
  • FUTURE LAB RESPECT ?? http://www.youtube.com/watch?v=D3qltEtl7H8
  • Don’t treat me like a child “ one message doesn’t fit all” FUTURE LAB
  • FUTURE LAB
    • 28-34
    • Online music, movies & laser hair removal
    • Modest but dependable disposable income
    People don’t fit boxes
  •  
  • To simplify and give meaning: Humans seek patterns, even where there are none
  • “ It’s the easy way out, and as long as we all do it, we’re fine” Romanian marketer FUTURE LAB
    • Let go of mindless segmentation
    • Treat markets like “people”
    • Bring back the love
    • And you might get some in return
    RESPECT FUTURE LAB
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
    • perception
    • 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
    • And when a promise is made
    • make sure it is kept
    INTEGRITY FUTURE LAB
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 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.
    • In short, show me the money
    FINANCIAL ACUMEN FUTURE LAB
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • 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 ?
  • FUTURE LAB
    • INCLUSION
    • Make sure that everyone who needs to deliver the promise you make to the market
      • Understands this promise
      • Knows what it means to him/her
      • Supports this direction
      • Acts upon it
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • Dreaming of a better future … where there is more to business than making money. FUTURE LAB
  • FUTURE LAB DREAM ON … SHOW ME THE MONEY
  • FUTURE LAB Be responsible AND make money
  • 2008 FUTURE LAB Consumer Demand
  • Market Opportunity
  • FUTURE LAB PERSPECTIVE Do good for the world and for your business
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • Be the First Penguin FUTURE LAB that resists threaths & temptation
  • The Marketer’s Bushido FUTURE LAB Insight Respect Integrity Financial Acumen Inclusion Perspective Passion
  • The Alternative FUTURE LAB
  • http://blog.futurelab.net