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#ChangeMarketing Services


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This presentation provides an overview of the ways in which we can enhance the impact of your marketing efforts on your customers, your business and the world at large.

Published in: Business

#ChangeMarketing Services

  1. 1. #ChangeMarketing Services<br />8 Ways We Can Make Your Marketing Matter (Again)<br />
  2. 2. 21/09/2010<br />2.<br />FUTURELAB<br />Waysto make more from the customersyou have today<br />Innovations to attract your customers of tomorrow<br />Ourpromise<br />We bringyou new profitopportunities<br />
  3. 3. 21/09/2010<br />3<br />The Number 1 Marketing Challenge for 2011-2015<br />The Core Issue<br />The Urgency<br />Processes, business models, skill-gaps and orthodoxies get in the way of doing what is right. <br />Meanwhile, billions are wasted and customers become annoyed.<br />The Imperative<br />To the customer.<br />The world has changed. <br />Marketing needs to catch up.<br />To the business.<br />To the world.<br />Make Marketing Matter<br />
  4. 4. 21/09/2010<br />4.<br />8 Ways<br />we can make your marketing matter (again)<br />#1 Improve the ROI of your marketing investments.<br />#2 Establish a customer-centric approach to marketing.<br />#3 Manage word-of-mouth and social media.<br />#4 Streamline agency relations.<br />#5 Engage shoppers across channels.<br />#6 Communicate sustainability.<br />#7 Develop customer centric propositions.<br />#8 Launch a marketing transformation programme.<br />Make Marketing Matter<br />
  5. 5. 21/09/2010<br />5.<br />#1 Improve the ROI of Your Marketing Investments.<br />The Challenge<br />Our Response<br />Your Win<br />Data modeling to predict the performance of your media/marketing mix.<br />Improved return from the investments you make.<br />Right-sized marketing budgets.<br />Budgets allocated according to impact.<br />In spite of the best efforts, marketing investments regularly fail to generate an adequate return-on-investment ...<br />... if the data to measure this return is available at all. <br />Customer impact analysis to identify which initiatives are wasted.<br />Strategic reviews to connect every initiative to the bottom line.<br />Futurelab associates have generated performance improvements of 2-40% across 100 projects and $5 billion in media investments*. <br />* based on an internal review of Futurelab associate experience. Past results are no guarantee for future performance.<br />
  6. 6. 21/09/2010<br />6.<br />#2 Establish a Customer-centric Approach to Marketing.<br />The Challenge<br />Our Response<br />Your Win<br />Messages your customers embrace.<br />Real engagement across all your touchpoints.<br />A brand reputation based on behaviourand utility.<br />The days of brand-centric shout & sell marketing <br />are over.<br /> But many marketers struggle to implement a customer-centric alternative.<br />A planning, analysis and operating model which transforms your marketing from being brand-centric to being customer-centric.<br />
  7. 7. 21/09/2010<br />7.<br />#3: Manage Word-of-Mouth and Social Media.<br />The Challenge<br />Our Response<br />Your Win<br />1. Establish a Human Media task force<br />Executive level understanding of WOM & social media.<br />Tactical programmes to manage WOM/social.<br />A data/fact based approach to drive (online) customer advocacy.<br />Most companies struggle to integrate word-of-mouth and social media into their daily operations.<br />As a result, reputations are damaged and valuable opportunities for customer engagement are lost.<br /><ul><li>Ensure core tactical capabilities.
  8. 8. Measure state of affairs & root causes.
  9. 9. Create executive level awareness.</li></ul>2. Integrate Social Media & WOM<br />Customer strategy<br />Experience management<br />Social media/WOM tactics<br />3. Implement all-company approach<br /><ul><li>Customer advocacy programme.
  10. 10. All-employee implementation guidelines.
  11. 11. Closed-loop feedback mechanisms.</li></li></ul><li>21/09/2010<br />8.<br />#4 Streamline Agency Relations.<br />The Challenge<br />Our Response<br />Your Win<br />More efficient & effective agency relations.<br />Stronger and more commercial creative.<br />More performant media investments.<br />Better data for reporting and result-management.<br />Advertisers are looking for money-generating marketing initiatives. <br />But too many agencies still deliver creative cool.<br />This results in wasted funds and frustration.<br />Bridge the Brand-Agency <br />divide<br />Reading tip: <br />Bridging the Brand-Agency Divide<br />Request your copy<br /><br /><ul><li>Process & KPI development.
  12. 12. Agency selection and management.
  13. 13. International agency alignment.
  14. 14. Large project implementation.</li></li></ul><li>21/09/2010<br />9.<br />#5 Engage Shoppers Across Channels.<br />The Challenge<br />Our Response<br />Your Win<br />Integrate all channels into one journey<br />Consumers want to research online, try products in store, purchase them on eBay and then be serviced in the shop around the corner.<br />But silo-organised brands and retailers are often unable to comply.<br />Integrate the customer experience across channels.<br />Prioritise channel action plans focused on the highest ROI.<br />Monetise under-leveraged channels.<br /><ul><li>Behavioural motivations
  15. 15. Choice drivers
  16. 16. Rational/emotional insights
  17. 17. Recommendation drivers
  18. 18. Internal alignment
  19. 19. Cross-channel integration
  20. 20. Competitive benchmarks
  21. 21. Recommendation drivers
  22. 22. Underleveraged channels
  23. 23. Innovation opportunities
  24. 24. Customer data leveraging
  25. 25. Prime customer segments</li></ul>UNDERSTAND<br />VALIDATE<br />Only 2.5% of shoppers make up 80% of sales for the majority of FMCG brands .<br />CMO Council<br />ACTION<br />
  26. 26. 21/09/2010<br />10.<br />#6 Communicate Sustainability<br />The Challenge<br />Our Response<br />Your Win<br />When it comes to communicating their sustainability efforts, most companies:<br />They communicate too much, and “get caught”. <br />Or communicate too little, and “sell themselves short”.<br />1. Get a clear picture of the situation<br />A picture of how sustainable your brand really is (and what people think).<br />A pragmatic, balanced and managed communication strategy on sustainability.<br /><ul><li>Audit actual situation (LCA)
  27. 27. Audit industry situation
  28. 28. Evaluate customer perceptions</li></ul>2. Create touchpoint communication plan<br /><ul><li>Balance reality & perception
  29. 29. Focus on behaviours in stead of words</li></ul>88 % of business leaders believe they should be integrating sustainable business practices … 54% believe this has been done.<br />UN Global Compact, 2010<br />3. Establish continuous monitoring<br /><ul><li>Audience response & feedback data
  30. 30. Continuous innovation </li></li></ul><li>21/09/2010<br />11.<br />#7 Develop Customer-centric Propositions.<br />The Challenge<br />Our Response<br />Your Win<br />Depending on the source, 70-95% of new product introductions fail to deliver on their financial objectives.<br />With that level of failure rate, it is safe to say that the way products get developed is flawed.<br />A more focused product development pipeline<br />Increased success rate of product introductions<br />Higher competitiveness<br />An integrated process to ensure your propositions resonate with your customers.<br /><ul><li>Connect to both rational & emotional customer insights.
  31. 31. Clearly differentiated your business from the competition.
  32. 32. Make promises on which your business can deliver.</li></ul>80% of CEO’s think their business offers a superior customer experience. <br />8 % of their customers agree.<br />Bain & Company<br />
  33. 33. 21/09/2010<br />12.<br />#8: Conduct a #ChangeMarketing Programme.<br />The Challenge<br />Our Response<br />Your Win<br />A total change management programme to ensure your marketing is in sync and:<br />Marketing practice, systems and processes are out of sync with today’s commercial reality.<br />Sometimes tactical measures don’t help if the whole marketing department needs an overhaul.<br />A higher performing marketing department.<br />A more admired company.<br />Better alignment among your people.<br />Adds to the lives of your customers and earns their money in return.<br />Contributes to your bottom line and the actions of your people.<br />Reading tip: <br />The 10 Point <br />Action Guide to<br />#ChangeMarketing <br />Request your copy<br /><br />Makes the world a better place to live in for yourself and all others.<br />inspiration – assessment – alignment - action<br />Upgrade your marketing<br />
  34. 34. 21/09/2010<br />13<br />Do You Want to Know More?<br />According toyourgeographyandpreference, the next step canbe:<br />Reach out toFuturelab in yourregion via or get in touchwith:<br />Alain Thys <br />E:<br />M: +32 497 403 415<br />Stefan Kolle<br />E:<br />M: +32 473 888 996<br />An online presentation<br />An informal cup of coffee<br />A telephoneconversation<br />