SlideShare a Scribd company logo
W
How to optimise and
engage by uniting
customer, brand and
performance marketing
November 2020
ubiquitylab.co
We live in an attention
economy… Yelling has
bred apathy and distrust.
australiansuper.com
ubiquitylab.co
australiansuper.com
We needed to demonstrate
WHY & HOW we are a
Members’ Trustworthy
Guide …
… And show – not tell –
how we help members
achieve their best possible
retirement outcomes.
ubiquitylab.co
australiansuper.com
Building long-term loyalty and trust:
strategic priorities
Be the Members’ Trustworthy Guide. Always member first.
#1 #2 #3
Differentiated
brand strategy
Defined audiences
territories
‘Famous for’
customer led themes
ubiquitylab.co
australiansuper.com
How to find the nexus of emotional,
utility and commercial content
AustralianSuper’s purpose
Help members achieve their best possible retirement outcomes.
Brand positioning
Demonstrate how AustralianSuper is a Members’ Trustworthy Guide.
• Thought
leadership,
• Proof points
• Enable
marketing/
reputation
activity
• Commercial
outcomes
• Competitors
• Target
audiences
o Emotional territories we can ‘own’
o Discrete audiences we can nurture and monetise
o Brand salience and differentiation
• Customer
intent
• emotional
drivers
ubiquitylab.co
australiansuper.com
Data unlocks intent-led emotional
territories
Assess volume of specific search
queries.
Intent data (Search)
Categorise each search query
three times to understand
customer intent.
Analyse the consumer
destination to understand how
competitive the brand narrative
is.
Investigate hashtags or trending
topics
Interest data (Social)
Categorise trends and content
three times
Synthesise all data points to create audience
tribes that underpin your brand engagement
territories and marketing strategies
Diagnose:
• The customer lifecycle
• Marketing engagement
• Demographics.
Customer data (First & second
party)
Information from the Three C’s
Synthesise all data points to create audience
tribes that underpin your brand engagement
territories and marketing strategies
ubiquitylab.co
australiansuper.com
Permission to speak: emotional
territories
EXTERNAL
POSITIONING
TARGET AUDIENCE
TERRITORIES
OVERARCHING
TERRITORY
SEGMENT & PROOF
POINT ALIGNMENT
‘NAVIGATING SUPER & RETIREMENT’: embedded in every territory, tailored to specific target audiences.
GENDER EQUALITY
We fight for financial equality.
We champion the importance
of women, of all ages and
backgrounds, being
empowered.
We empower all Australians, –
whether they are new to the
country, or our oldest
inhabitants.
Primary: Women, particularly
mums / planning retirement
(85%)
Secondary: Migrants (12%) &
Indigenous Australians (3%)
ubiquitylab.co
australiansuper.com
A content-led stand: gender equality
isn’t tokenism
‘The pay gap between
genders’ - 5,810
searches per month
‘Gender inequality’ - 1,660
searches per month
‘Women empowerment’ -
4,480
searches per month
‘The gender wage
gap’ – 2,590
searches per month,
‘Women economic
empowerment’ – 270
searches per month
Woman empowerment
programs – 110
searches per month
ubiquitylab.co
australiansuper.com
Integrated owned storytelling & utility
Owned assets – written
and radio
Exec thought leadership
Integrated MKT assets
ubiquitylab.co
australiansuper.com
Why emotional connection matters
Emotional campaigns yield stronger
long-term business effects
The longer the time frame, the more
emotions drive profit
Emotional campaigns are more
profitable
Source: Les Binet and Peter Field, The Long and Short Of It, IPA
Rational Combined Emotional
16%
25%
29%
Communications model
1-2 years 3+ years
13%
27%
21% 23% 23%
43%
Sales Market Share Price Sensitivity
5%
2%
31%
28%
55%
46%
ubiquitylab.co
australiansuper.com
Needs-based content powers
performance marketing
Consumer interaction with needs-based content will start to build data pools to acquire, retarget or
engage consumers.
Discrete
tribe
you’re
targeting
Website
mmarketing
tag
Website content
“How gender
inequality affects
your super ”
Search keyword
“Gender pay gap”
6k searches
per month
Facebook
Community Post
“Future face pf
poverty”
Stat - Learn More
Data Opportunities
Product pages
Leaves website
Similar content
• Data for future content
efforts and consumer
leads
• Build Facebook similar
audiences from post
• Retargeting pool for
cheaper acquisition
ubiquitylab.co
australiansuper.com
Owned sophistication: it’s bloody hard
ubiquitylab.co
australiansuper.com
Learnings to win at (content) marketing
Here’s the presentation in a soundbite – not a tweet for those that know
me!
1. We live in an attention economy.
2. You must ‘show, not tell’.
3. Data underpins your entire owned and earned play
4. Emotional territory insights power your broader marketing activity
5. Content enables you to win hearts and minds – more effective and profitable than solely
functional.
However, if we had to pick the most important one it’s ‘be perpetually focused on your
customer and their needs’.
ubiquitylab.co
australiansuper.com
Questions / Five 30-min strategy sessions
Our eBook details the 20-step methodology we follow to formulate,
operationalise and embed a content strategy.
https://ubiquitylab.co/ebook-content-marketing-strategy-20-steps/
(03) 9921 6210
matt.allison@ubiquitylab.co

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Ubiquity Lab and AustralianSuper: How to optimise and engage by uniting customer, brand and performance marketing

  • 1. W How to optimise and engage by uniting customer, brand and performance marketing November 2020
  • 2. ubiquitylab.co We live in an attention economy… Yelling has bred apathy and distrust. australiansuper.com
  • 3. ubiquitylab.co australiansuper.com We needed to demonstrate WHY & HOW we are a Members’ Trustworthy Guide … … And show – not tell – how we help members achieve their best possible retirement outcomes.
  • 4. ubiquitylab.co australiansuper.com Building long-term loyalty and trust: strategic priorities Be the Members’ Trustworthy Guide. Always member first. #1 #2 #3 Differentiated brand strategy Defined audiences territories ‘Famous for’ customer led themes
  • 5. ubiquitylab.co australiansuper.com How to find the nexus of emotional, utility and commercial content AustralianSuper’s purpose Help members achieve their best possible retirement outcomes. Brand positioning Demonstrate how AustralianSuper is a Members’ Trustworthy Guide. • Thought leadership, • Proof points • Enable marketing/ reputation activity • Commercial outcomes • Competitors • Target audiences o Emotional territories we can ‘own’ o Discrete audiences we can nurture and monetise o Brand salience and differentiation • Customer intent • emotional drivers
  • 6. ubiquitylab.co australiansuper.com Data unlocks intent-led emotional territories Assess volume of specific search queries. Intent data (Search) Categorise each search query three times to understand customer intent. Analyse the consumer destination to understand how competitive the brand narrative is. Investigate hashtags or trending topics Interest data (Social) Categorise trends and content three times Synthesise all data points to create audience tribes that underpin your brand engagement territories and marketing strategies Diagnose: • The customer lifecycle • Marketing engagement • Demographics. Customer data (First & second party) Information from the Three C’s Synthesise all data points to create audience tribes that underpin your brand engagement territories and marketing strategies
  • 7. ubiquitylab.co australiansuper.com Permission to speak: emotional territories EXTERNAL POSITIONING TARGET AUDIENCE TERRITORIES OVERARCHING TERRITORY SEGMENT & PROOF POINT ALIGNMENT ‘NAVIGATING SUPER & RETIREMENT’: embedded in every territory, tailored to specific target audiences. GENDER EQUALITY We fight for financial equality. We champion the importance of women, of all ages and backgrounds, being empowered. We empower all Australians, – whether they are new to the country, or our oldest inhabitants. Primary: Women, particularly mums / planning retirement (85%) Secondary: Migrants (12%) & Indigenous Australians (3%)
  • 8. ubiquitylab.co australiansuper.com A content-led stand: gender equality isn’t tokenism ‘The pay gap between genders’ - 5,810 searches per month ‘Gender inequality’ - 1,660 searches per month ‘Women empowerment’ - 4,480 searches per month ‘The gender wage gap’ – 2,590 searches per month, ‘Women economic empowerment’ – 270 searches per month Woman empowerment programs – 110 searches per month
  • 9. ubiquitylab.co australiansuper.com Integrated owned storytelling & utility Owned assets – written and radio Exec thought leadership Integrated MKT assets
  • 10. ubiquitylab.co australiansuper.com Why emotional connection matters Emotional campaigns yield stronger long-term business effects The longer the time frame, the more emotions drive profit Emotional campaigns are more profitable Source: Les Binet and Peter Field, The Long and Short Of It, IPA Rational Combined Emotional 16% 25% 29% Communications model 1-2 years 3+ years 13% 27% 21% 23% 23% 43% Sales Market Share Price Sensitivity 5% 2% 31% 28% 55% 46%
  • 11. ubiquitylab.co australiansuper.com Needs-based content powers performance marketing Consumer interaction with needs-based content will start to build data pools to acquire, retarget or engage consumers. Discrete tribe you’re targeting Website mmarketing tag Website content “How gender inequality affects your super ” Search keyword “Gender pay gap” 6k searches per month Facebook Community Post “Future face pf poverty” Stat - Learn More Data Opportunities Product pages Leaves website Similar content • Data for future content efforts and consumer leads • Build Facebook similar audiences from post • Retargeting pool for cheaper acquisition
  • 13. ubiquitylab.co australiansuper.com Learnings to win at (content) marketing Here’s the presentation in a soundbite – not a tweet for those that know me! 1. We live in an attention economy. 2. You must ‘show, not tell’. 3. Data underpins your entire owned and earned play 4. Emotional territory insights power your broader marketing activity 5. Content enables you to win hearts and minds – more effective and profitable than solely functional. However, if we had to pick the most important one it’s ‘be perpetually focused on your customer and their needs’.
  • 14. ubiquitylab.co australiansuper.com Questions / Five 30-min strategy sessions Our eBook details the 20-step methodology we follow to formulate, operationalise and embed a content strategy. https://ubiquitylab.co/ebook-content-marketing-strategy-20-steps/ (03) 9921 6210 matt.allison@ubiquitylab.co