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#ChangeMarketing Services 8 Ways We Can Make Your Marketing Matter (Again)
21/09/2010 2. FUTURELAB Waysto make more from the customersyou have today Innovations to attract your customers of tomorrow Ourpromise We bringyou new profitopportunities
21/09/2010 3 The Number 1 Marketing Challenge for 2011-2015 The Core Issue The Urgency Processes, business models, skill-gaps and orthodoxies get in the way of doing what is right.   Meanwhile, billions are wasted and customers become annoyed. The Imperative To the customer. The world has changed.   Marketing needs to catch up. To the business. To the world. Make Marketing Matter
21/09/2010 4. 8 Ways we can make your marketing matter (again) #1   Improve the ROI of your marketing investments. #2   Establish a customer-centric approach to marketing. #3   Manage word-of-mouth and social media. #4   Streamline agency relations. #5   Engage shoppers across channels. #6   Communicate sustainability. #7   Develop customer centric propositions. #8   Launch a marketing transformation programme. Make Marketing Matter
21/09/2010 5. #1 Improve the ROI of Your Marketing Investments. The Challenge Our Response Your Win Data modeling to predict the performance of your media/marketing mix. Improved return from the investments you make. Right-sized marketing budgets. Budgets allocated according to impact. In spite of the best efforts, marketing investments regularly fail to generate an adequate return-on-investment ... ... if the data to measure this return is available at all.   Customer impact analysis to identify which initiatives are wasted. Strategic reviews to connect every initiative to the bottom line. Futurelab associates have generated performance improvements of 2-40% across 100 projects and $5 billion in media investments*.   * based on an internal review of Futurelab associate experience.  Past results are no guarantee for future performance.
21/09/2010 6. #2 Establish a Customer-centric Approach to Marketing. The Challenge Our Response Your Win Messages your customers embrace. Real engagement across all your touchpoints. A brand reputation based on behaviourand utility. The days of brand-centric shout & sell marketing  are over.  But many marketers struggle to implement a customer-centric alternative. A planning, analysis and operating model which transforms your marketing from being brand-centric to being customer-centric.
21/09/2010 7. #3: Manage Word-of-Mouth and Social Media. The Challenge Our Response Your Win 1. Establish a Human Media task force Executive level understanding of WOM & social media. Tactical programmes to manage WOM/social. A data/fact based approach to drive (online) customer advocacy. Most companies struggle to integrate word-of-mouth and social media into their daily operations. As a result, reputations are damaged and valuable opportunities for customer engagement are lost. ,[object Object]
Measure state of affairs & root causes.
Create executive level awareness.2. Integrate Social Media & WOM Customer strategy Experience management Social media/WOM tactics 3. Implement all-company approach ,[object Object]
All-employee implementation guidelines.
Closed-loop feedback mechanisms.,[object Object]
Agency selection and management.
International agency alignment.

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#ChangeMarketing Services

  • 1. #ChangeMarketing Services 8 Ways We Can Make Your Marketing Matter (Again)
  • 2. 21/09/2010 2. FUTURELAB Waysto make more from the customersyou have today Innovations to attract your customers of tomorrow Ourpromise We bringyou new profitopportunities
  • 3. 21/09/2010 3 The Number 1 Marketing Challenge for 2011-2015 The Core Issue The Urgency Processes, business models, skill-gaps and orthodoxies get in the way of doing what is right. Meanwhile, billions are wasted and customers become annoyed. The Imperative To the customer. The world has changed. Marketing needs to catch up. To the business. To the world. Make Marketing Matter
  • 4. 21/09/2010 4. 8 Ways we can make your marketing matter (again) #1 Improve the ROI of your marketing investments. #2 Establish a customer-centric approach to marketing. #3 Manage word-of-mouth and social media. #4 Streamline agency relations. #5 Engage shoppers across channels. #6 Communicate sustainability. #7 Develop customer centric propositions. #8 Launch a marketing transformation programme. Make Marketing Matter
  • 5. 21/09/2010 5. #1 Improve the ROI of Your Marketing Investments. The Challenge Our Response Your Win Data modeling to predict the performance of your media/marketing mix. Improved return from the investments you make. Right-sized marketing budgets. Budgets allocated according to impact. In spite of the best efforts, marketing investments regularly fail to generate an adequate return-on-investment ... ... if the data to measure this return is available at all. Customer impact analysis to identify which initiatives are wasted. Strategic reviews to connect every initiative to the bottom line. Futurelab associates have generated performance improvements of 2-40% across 100 projects and $5 billion in media investments*. * based on an internal review of Futurelab associate experience. Past results are no guarantee for future performance.
  • 6. 21/09/2010 6. #2 Establish a Customer-centric Approach to Marketing. The Challenge Our Response Your Win Messages your customers embrace. Real engagement across all your touchpoints. A brand reputation based on behaviourand utility. The days of brand-centric shout & sell marketing are over. But many marketers struggle to implement a customer-centric alternative. A planning, analysis and operating model which transforms your marketing from being brand-centric to being customer-centric.
  • 7.
  • 8. Measure state of affairs & root causes.
  • 9.
  • 11.
  • 12. Agency selection and management.
  • 14.
  • 25. Prime customer segmentsUNDERSTAND VALIDATE Only 2.5% of shoppers make up 80% of sales for the majority of FMCG brands . CMO Council ACTION
  • 26.
  • 28.
  • 29.
  • 30.
  • 31. Clearly differentiated your business from the competition.
  • 32. Make promises on which your business can deliver.80% of CEO’s think their business offers a superior customer experience. 8 % of their customers agree. Bain & Company
  • 33. 21/09/2010 12. #8: Conduct a #ChangeMarketing Programme. The Challenge Our Response Your Win A total change management programme to ensure your marketing is in sync and: Marketing practice, systems and processes are out of sync with today’s commercial reality. Sometimes tactical measures don’t help if the whole marketing department needs an overhaul. A higher performing marketing department. A more admired company. Better alignment among your people. Adds to the lives of your customers and earns their money in return. Contributes to your bottom line and the actions of your people. Reading tip: The 10 Point Action Guide to #ChangeMarketing Request your copy info@futurelab.net Makes the world a better place to live in for yourself and all others. inspiration – assessment – alignment - action Upgrade your marketing
  • 34. 21/09/2010 13 Do You Want to Know More? According toyourgeographyandpreference, the next step canbe: Reach out toFuturelab in yourregion via www.futurelab.net or get in touchwith: Alain Thys E: ath@futurelab.net M: +32 497 403 415 Stefan Kolle E: sko@futurelab.net M: +32 473 888 996 An online presentation An informal cup of coffee A telephoneconversation