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Planning for effectiveness

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Planning for effectiveness

  1. 1. JWT Grad training Planning for Effectiveness
  2. 2. What is effective advertising Award winning advertising Stuff, which is generating buzz Creative advertising Stuff, I want to share
  3. 3. What is effective advertising Advertising which delivers the desired results (for your client)* * Preferably £££
  4. 4. Campaign net profit
  5. 5. How do you do it Set objectives (KPIs) With the client, acc to the business brief Measure it Report back Using the right tools Basking in glory ..hopefully
  6. 6. Why is it important
  7. 7. Why is it important Because without it • You don’t know what you’re doing • The clients don’t know what they are doing • You will veer off and use energies elsewhere • And you don’t know when you might have arrived
  8. 8. Unfortunately, the research shows that campaigns with single objectives are dramatically less effective than ones with multiple objectives. This suggests marketers should adopt a balanced scorecard approach, identifying multiple Key Performance Indicators (KPIs) that span the influence of the campaign – from softer, intermediate measures, through to harder business measures. This ensures that we focus on the overall contribution that a successful campaign makes, not just on direct attribution to units sold. Here’s an example of a typical marketing balanced scorecard:
  9. 9. Setting objectives
  10. 10. Objectives, strategies and tactics • End destination • ‘to…’ Objective Strategy • The route to get there • ‘by…’ • Specific actions for the strategy • ‘how will we…’ Tactics
  11. 11. Which objectives
  12. 12. What are objectives HARD MEASURES Increase sales Increase revenue Reduce costs SOFT MEASURES Awareness Fame Consideration Popularity Engagement Trust Perceptions Increase margin/price Increase productivity Imagery Recommendation Satisfaction Etc.
  13. 13. Setting KPIs Key Performance Indicators • Choose the main 5 indicators, which encapsulates your objectives Drive engagement • Time spent on website • Depth of visit Increase purchase intent • Increase ‘top 2 box’ purchase intent • Metrics are things you measure, but not a direct indicator of success
  14. 14. NB Careful to distinguish between an objective and an outcome Objective: what we are trying to do/achieve Outcome: are the changes, benefits, learning or other effects that happen as a result of your work. They can be wanted or unwanted, expected or unexpected.
  15. 15. measuring
  16. 16. Where shouldyou look for data Static Short term Campaign Medium/ Long term - Brand Brand Pyramids – Millward Brown All media – spent vs achieved Brand Health, brand tracking over time Value/ volume sales – over time Comparative – SOVs, SOEs Market shares – over time Quality of media Long term effects – health, sales, premiums, gaining new customers, frequency, new usage... Brand health – various Tracking – vs GRPs/ activity period Business results – volume, value, margins Key Success Measures – consideration, awareness, salience, trial, call to action, attitude shift, immediate reactions... Profits MINUS costs of campaign – better or worse than before? Category status – over time, by market Value of brand, sustained market shares, markets, importance in annual reports...
  17. 17. Digital: optimisation Digital allows continuous refinement and optimisation Activity Refinement Measurement
  18. 18. Setting Benchmarks: historical data
  19. 19. Setting benchmarks: industry standards
  20. 20. Input and output measures
  21. 21. WHAT IS THE AIM OF THIS CAMPAIGN?
  22. 22. WHAT IS THE AIM OF THIS CAMPAIGN?
  23. 23. WHAT IS THE AIM OF THIS CAMPAIGN?
  24. 24. HOW DO THESE COMMS MAKE MONEY FOR THE CLIENT?
  25. 25. HOW DOES YOUR CLIENT MAKE MONEY? Profit = Revenue Expenses -
  26. 26. HOW CAN WE MODEL COMMUNICATIONS? A tool to help you plan communications effects Part of the Worldmade set of planning tools
  27. 27. Business Effects Behavioural Effects Attitudinal Effects Communication Effects Effects Roadmap Communications Enter text here Enter text here Enter text here Enter text here Enter text here Profit Measured by: • enter text here • enter text here • enter text here • enter text here • enter text here • enter text here
  28. 28. Client: Campaign: Brand : Date: Contact: Job no: Business Effects Behavioural Effects Attitudinal Effects Communication Effects Effects Roadmap Communications Enter text here Enter text here Enter text here Enter text here Enter text here Profit Measured by: • enter text here • enter text here • enter text here • enter text here • enter text here • enter text here
  29. 29. Client: Nestle Campaign: Cranes Brand : Date: Kit Kat Contact: 2011 Job no: Business Effects Behavioural Effects Attitudinal Effects Communication Effects Effects Roadmap Communications Create saliency Increase brand appeal Measured by: • enter text here • enter text here Look for Kit Kat in impulse purchases • enter text here Increase frequency of purchase • enter text here Increase sales Profit • enter text here • enter text here
  30. 30. Client: Nestle Campaign: Cranes Brand : Date: Kit Kat Contact: 2011 Job no: Business Effects Behavioural Effects Attitudinal Effects Communication Effects Effects Roadmap Communications Create saliency Measured by: • Communications tracking • shares, views , time spent Increase brand appeal Excite the trade • Brand measures • Likes, shares, etc. Look for Kit Kat in impulse purchases Increase quality distribution • Distribution measures • Sales team feedback Increase frequency of purchase Increase sales Profit • Rate of sale • Share of market - volume • enter text here
  31. 31. Client: HSBC Campaign: SecureKey Brand : Date: HSBC Contact: 2011 Job no: Business Effects Behavioural Effects Attitudinal Effects Communication Effects Effects Roadmap Communications Measured by: Increase awareness of Secure Key • Brand tracking Perception of HSBC proactively keeping you safe • Brand tracking Reassure of security of online banking Increase acceptance of Secure Key Increase use of Online banking Reduce cost of providing services Increase cross-sale of products Profit • Image tracking • Social media tracking • Calls to SecureKey hotline • Penetration of online banking • Frequency of use • Reduced use of IVR, ATM, Branch • Sales conversion of online banking
  32. 32. SOME EXAMPLE STEPS Communication Effects Engage with content Create awareness Create saliency Increase brand appeal Increase momentum Excite the trade Brand affinity Customer satisfaction Drive trial Recommend to others Share with others Buy more often Blog about Increase distribution Increase frequency Business Effects More differentiated New usage occasions Behavioural Effects Be seen as XXXXX Increase consideration Attitudinal Effects Visit showroom Increase productivity Reduce costs Increase margin/price Increase sales Increase revenue
  33. 33. START EARLY Campaign planning Discovery or Collision stages
  34. 34. WORK BACKWARDS Start from the bottom and work back through the model: How will the comms create profit? What behaviour do we need? What attitudinal change do we need? What comms engagement do we need?
  35. 35. SET OBJECTIVES THAT WILL STRETCH THE BRAND IPA research shows brands that set tangible and stretching business and marketing objectives are more effective
  36. 36. THINK ABOUT NON-OBVIOUS EFFECTS Distribution Price premium Usage occasion Non discounting Staff costs Credit rating Market capitalisation
  37. 37. THINK ABOUT SECONDARY AUDIENCES Trade Staff Investors Potential employees Suppliers Government
  38. 38. GROUP EXERCISE In groups of five Choose one of the campaigns on the wall Take five minutes Develop a comms model
  39. 39. ANY EXCEPTIONS?
  40. 40. NOT PROFIT BUT IS FINANCIAL Charities and governments may not need a profit. But there will be a financial effect of the comms. If we can prevent a handful of drink driving incidents, what is the financial impact?
  41. 41. WHY IS AN EFFECTS MODEL IMPORTANT?
  42. 42. 1. HELP DEVELOP GREAT CREATIVE Sets a solid base for campaign development Helps prevent client briefs from changing Provides confidence for clients to be brave
  43. 43. 2. ENSURES COMMS ARE EVALUATED PROPERLY Sets the expectations about how our work should work Stops our ideas being judged against the wrong measures Ensures we set the agenda (not media agencies or others)
  44. 44. 3. HELPS CLIENTS TO CONVINCE STAKEHOLDERS Many of our ideas are crippled by stakeholders . Often non-marketing people not understanding, the role or value of the comms. A comms model can empower our clients.
  45. 45. 4. PUTS A VALUE TO WHAT WE DO What are we worth? What are our ideas worth? Are they worth the time we put in or the effect they can have?
  46. 46. JWT Planning Academy Effects
  47. 47. Handouts
  48. 48. Client: Campaign: Brand : Date: Contact: Job no: Communications Measured by: • • Attitudinal Effects Communication Effects Effects Roadmap • • Behavioural Effects • • Business Effects • • • • Profit
  49. 49. Some example steps Communication Effects Engage with content Create awareness Create saliency Increase brand appeal Increase momentum Excite the trade Brand affinity Customer satisfaction Drive trial Recommend to others Share with others Buy more often Blog about Increase distribution Increase frequency Business Effects More differentiated New usage occasions Behavioural Effects Be seen as XXXXX Increase consideration Attitudinal Effects Visit showroom Increase productivity Reduce costs Increase margin/price Increase sales Increase revenue

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