Young
profitable


                communications



      Strategies for delivering
   marketing return on investment
time to……..

focus on the
“43%              of financial directors believe
          marketing is a necessary investment
                           ...
agencies aren’t nearly focused enough on
marketing ROI
when agencies talk about advertising effectiveness,
they really mean….


                 branding
“84% of marketing
campaigns fail to create
value.”
                Copernicus Marketing Consulting
what is



          ROI?
or…
another name for
our



                       to profitable marketing

      1. outcomes not outputs

          2. unifying the ROI agenda...
1

    outcomes, not
        outputs
1               outputs:
         reach & frequency, CPM’s

                 awareness

               click-throughs

   ...
1   outcomes, not outputs


    • Clear line of sight

    • A few key metrics
metrics need to be pro-active
1      rather than defensive
Hot N Cold Cherry
 Chocolate Cappuccino
      Katy Perry




   Hooburrito
  Hoobastank




The Great EggsSteak
   BoysLik...
1    outcomes, not outputs
CHECKLIST

• Clear line of sight

• A few key metrics

• Pro-active rather than defensive
2


    unifying the ROI agenda
2
1.
 2    7.         Build a
    Review                            2.
                  Team
    Process                   ...
3

      focus
    investing
3
marketing campaigns that
       lack focus

poorly allocated or inefficient
            spending
     ill-defined target...
3
“ Human beingsso my wantisto
                don't
  stay focused,       job to
  get them to focus their
  creativity a...
3         product feature focus




superior          color       stain    fragrance
cleaning                    fighting
...
3   target market focus




       Targeting 16-24
3   single product focus
3       media channel focus

• Use of Media
3           focus investing
CHECKLIST

• fewer

• bigger

• better
4

    Double down
     on existing
     customers
4

“ Companies that focus customers. Brands are brands ontoa
                       on brand equity place
  higher pedesta...
4

“US businesses lose half their
 customers every five years”
4
4
our



                       to profitable marketing

      1. outcomes not outputs

          2. unifying the ROI agenda...
profitable


                communications



      Strategies for delivering
   marketing return on investment
Profitable Marketing Communications   Presentation At Si New House, Syracuse University (18 November 2008)
Profitable Marketing Communications   Presentation At Si New House, Syracuse University (18 November 2008)
Profitable Marketing Communications   Presentation At Si New House, Syracuse University (18 November 2008)
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Profitable Marketing Communications Presentation At Si New House, Syracuse University (18 November 2008)

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Strategies to deliver Marketing Return on Investment made to the Newhouse Media School at Syracuse University.

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Profitable Marketing Communications Presentation At Si New House, Syracuse University (18 November 2008)

  1. 1. Young
  2. 2. profitable communications Strategies for delivering marketing return on investment
  3. 3. time to…….. focus on the
  4. 4. “43% of financial directors believe marketing is a necessary investment ” for long term growth. Source: Survey of CFO’s and finance directors of the top 1000 companies in the UK conducted by KPMG and the Financial Times
  5. 5. agencies aren’t nearly focused enough on marketing ROI
  6. 6. when agencies talk about advertising effectiveness, they really mean…. branding
  7. 7. “84% of marketing campaigns fail to create value.” Copernicus Marketing Consulting
  8. 8. what is ROI?
  9. 9. or…
  10. 10. another name for
  11. 11. our to profitable marketing 1. outcomes not outputs 2. unifying the ROI agenda 3. focus investing 4. Double-down on your existing customers
  12. 12. 1 outcomes, not outputs
  13. 13. 1 outputs: reach & frequency, CPM’s awareness click-throughs cost per acquisition brand equity measurable, but lack boardroom credibility or inspiration for communication ...
  14. 14. 1 outcomes, not outputs • Clear line of sight • A few key metrics
  15. 15. metrics need to be pro-active 1 rather than defensive
  16. 16. Hot N Cold Cherry Chocolate Cappuccino Katy Perry Hooburrito Hoobastank The Great EggsSteak BoysLikeGirls
  17. 17. 1 outcomes, not outputs CHECKLIST • Clear line of sight • A few key metrics • Pro-active rather than defensive
  18. 18. 2 unifying the ROI agenda
  19. 19. 2
  20. 20. 1. 2 7. Build a Review 2. Team Process Align the ROI Objectives 6. Deploy Data Unifying the Strategically ROI Agenda 3. Establish Metrics 5. 4. Establish Initiate marketing Marketing dashboard Communication Development
  21. 21. 3 focus investing
  22. 22. 3 marketing campaigns that lack focus poorly allocated or inefficient spending ill-defined targeting weak positioning too many messages too many metrics
  23. 23. 3 “ Human beingsso my wantisto don't stay focused, job to get them to focus their creativity around the focus; focus their productivity around the focus; focus their efficiency or effectiveness around the ” focus. A G Lafley, Chairman & CEO Procter & Gamble
  24. 24. 3 product feature focus superior color stain fragrance cleaning fighting protection detergent
  25. 25. 3 target market focus Targeting 16-24
  26. 26. 3 single product focus
  27. 27. 3 media channel focus • Use of Media
  28. 28. 3 focus investing CHECKLIST • fewer • bigger • better
  29. 29. 4 Double down on existing customers
  30. 30. 4 “ Companies that focus customers. Brands are brands ontoa on brand equity place higher pedestal than magnets attract new customers, and anchors to hold existing ones. It must never be forgotten that it is customers, ” not brands that deliver profits Nick Wreden author of ‘Profit Brand’
  31. 31. 4 “US businesses lose half their customers every five years”
  32. 32. 4
  33. 33. 4
  34. 34. our to profitable marketing 1. outcomes not outputs 2. unifying the ROI agenda 3. focus investing 4. Double-down on your existing customers
  35. 35. profitable communications Strategies for delivering marketing return on investment

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