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.. <ul><li>The « outsider’s » perspective </li></ul><ul><li>Marketing campaigns have unsure or negative ROI </li></ul><ul><li>Sales promotions don’t generate sales </li></ul><ul><li>Consumers get irritated by advertising </li></ul><ul><li>Most new value propositions fail in the market </li></ul><ul><li>The campaign presentation never reflects consumer reality </li></ul><ul><li>Marketing initiatives overpromise </li></ul><ul><li>… </li></ul><ul><li>And each year they come up with a new story </li></ul>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”

<ul><li>Understand what truly drives and
moves me </li></ul><ul><li>... and those who influence me </li></ul><ul><li>... at every step of the overall experience you offer </li></ul>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 <ul><li>28-34 </li></ul><ul><li>Online music,
movies & laser hair removal </li></ul><ul><li>Modest but dependable disposable income </li></ul>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

<ul><li>Let go of mindless segmentation
</li></ul><ul><li>Treat markets like “people” </li></ul><ul><li>Bring back the love </li></ul><ul><li>And you might get some in return </li></ul>RESPECT FUTURE LAB

The Marketer’s Bushido FUTURE LAB
Insight Respect Integrity Financial Acumen Inclusion Perspective Passion

<ul><li>perception </li></ul><ul><li>80% of CEO’s believe
of believe their brand provides a superior customer experience </li></ul><ul><li>8 % of their customers agree </li></ul><ul><li>(Bain & Company) </li></ul>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

<ul><li>Ensure that your brand tells
the truth when it makes a promise </li></ul><ul><li>And when a promise is made </li></ul><ul><li>make sure it is kept </li></ul>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 <ul><ul><li>Marketers
say </li></ul></ul><ul><ul><li>“ Our advertising generates the branding and strong creative we need to differentiate ourselves in the marketplace.” </li></ul></ul><ul><ul><li>The CEO/CFO wants to hear… </li></ul></ul><ul><ul><li>“ Our analysis shows us that our € 3 million advertising campaign generated an incremental € 22.3 million in revenue. </li></ul></ul><ul><ul><li>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.” </li></ul></ul>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 <ul><li>Booking TV =
higher margin </li></ul><ul><li>Standard rate-cards are less work </li></ul><ul><li>Digital avoidance is easier on the brain </li></ul><ul><li>Agency co-operation is inconvenient </li></ul>

<ul><li>Establish structural measures to assess
the financial impact of our marketing initiatives, in terms the business can appreciate. </li></ul><ul><li>Meanwhile, at least allocate your funds where they generate most impact for the business. </li></ul><ul><li>In short, show me the money </li></ul>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 <ul><li>INCLUSION </li></ul><ul><li>Make sure
that everyone who needs to deliver the promise you make to the market </li></ul><ul><ul><li>Understands this promise </li></ul></ul><ul><ul><li>Knows what it means to him/her </li></ul></ul><ul><ul><li>Supports this direction </li></ul></ul><ul><ul><li>Acts upon it </li></ul></ul>

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

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