5 Models in Presenting Marketing Campaign Results

VCoach SERVES @ www.BongDeUngria.com
5 Models
for
Presenting Marketing
Campaign Results
Prof Bong De Ungria
Ateneo Graduate School of Business

Why Models?
Models, paradigms, systems
• Directions - Traffic
Provides order, reference points
• for quick VALID decisions
• common USEFUL understanding
• BUT, know limitations

1. ZYX: Begin with End in Mind , Bong de Ungria (2015)
Outline
Models for Presenting
Marketing Campaign Results

2. SPADER , Prof. Frank Roa, Ateneo (1994)
Outline

3. SOSTAC, PR Smith (2012)
Outline

4. Get-To-By Strategy, Jonathan Joson (2017)
Outline

5. SCI OEM, Jonathan Joson (2017)
Outline

Z: (Outcome)
Begin with the End in Mind
What do you want to achieve?
New Customers?
More Likes?
Sales?

Y: (Why)
Reason(s) Why!
Why new customers?
Why likes?
Why Sales?

X: How?
What You Did
in Your Marketing Campaign!

95% of all Infomercials
follow the SPADER
approach
to communicating
*estimate by Vcoach Bong De Ungria (2017)

SPADER
Situationer
Problem Definition
Alternative Solutions
Decision
Execution
Review

SITUATIONER summarizes
current
1. What happened/ What is happening
2. Key facts (stated)
3. Possible insights (unstated)
4. Related to possible problem

Solve the right PROBLEM!
What question (problem)
If answered
Also solves the other problems?

ALTERNATIVE Solutions must
be realistic!
Possible, realistic answers to the root cause
problem
Should make sense
Must be implementable
Evaluate the feasibility

Decide! (or recommend)
Consider the benefits & cost of each alternative
solution
Status Quo
Or Move to a new direction

EXECUTION is critical
Efficient, Effective Use of Resources
Indicate timing, budget, people, control
mechanisms
Plan Do Review

REVIEW vs objective!
Evaluate
If needed, do Plan B or C

SPADER
Situation
Problem?
Alternatives?
Decision
Execution
Review

SPADER
Situation
Problem?
Alternatives?
Decision
Execution
Review
Situation Analysis
Objective
Strategy
Tactics
Action
Control
SOSTAC

Strategy is getting from Point A to B
1. Get (who)
1. To (do what)
2. By (us doing this)…
Get-To-By Strategy
from Jonathan Joson’s talk to Ateneo Graduate
School of Business last August 2017)

Strategy is getting from P0 to P50 million
revenue daily
1. Get (taxi riders with smartphones and who don’t
want(or cant) drive a car to get to where they need
to go
2. To (watch the video, download Uber app then book
their next ride using Uber)
3. By (putting Uber story videos on youtube)…
Get-To-By Strategy
Example: Bong’s Example for Uber

5. SCI OEM
Outline

SPADER
Situation
Problem?
Alternatives?
Decision
Execution
Review
Situation Analysis
Objective
Strategy
Tactics
Action
Control
SOSTAC
Situation
Challenge
Insight
Options
Execution
Metrics(/ Learnings)
SCI OEM

1. Situation
2. Challenge (or Problem or Pain)
3. Insight (Customer, Market, Theory)
4. Options
5. Execution
6. Metrics / Learnings
Outline:
SCI- OEM shows results!

1. What has happened
2. What is happening
3. Who is involved?
4. Choose the most relevant facts
5. This is where we are (point A)
6. Will continue unless there is intervention
SCI- OEM
Situation: Wazz Up?

1. Describe what is the problem or the pain of
the customer
2. What is the effect of the problem
3. What do you want to achieve?
SCI- OEM
Challenge: What’s the Problem

Insights can be derived from a deeper
understanding of:
1. Customer behavior
2. Market conditions
3. Relevant Marketing Theory
Read this: https://thrivethinking.com/2016/03/28/what-is-insight-definition/
SCI- OEM
Insights or (Big) Ideas Are the Key
to Marketing Success!

Present 2 or 3 Choices for planned campaign
Alternatives should be SMART
1. Specific
2. Measurable
3. Actionable
4. Realistic
5. Timebound
/
SCI- OEM
Options are choices

Details of the implementation
Who?
What?
Why?
When?
How?
SCI- OEM
Execute: Just Do It

Show :
1. Quantitative Results
2. Qualitative Results
Vs Targets?
Vs Budget?
Learnings:
1. How could it have been better?
2. What to do next time?
SCI- OEM
Metrics and Learnings

What if the Marketing
Campaign used
3 Different Tactics/ Tools?

Scenario 1:
The 3 Campaigns are completely
separate, different
Campaign 1 Campaign 2 Campaign 3
Situation 1 Situation 2 Situation 3
Challenge 1 Challenge 2 Challenge 3
Insights 1 Insights 2 Insights 3
Options 1 Options 2 Options 3
Execution 1 Execution 2 Execution 3
Metrics 1 Metrics 2 Metrics 3

Scenario 2:
The 3 Campaigns may share
common S C and or I
Challenge 1 Challenge 2 Challenge 3
Situation
Situation
Challenge
Situation
Challenge
Insights

Challenge 1
Insights 1
Situation
Challenge 2
Insights 2
Scenario 3:
The common SCI may not be
across all the campaigns
Challenge 1
Situation
Challenge 2

Z
Y
X

Z
Y
X
GET
TO
BY

1. ZYX
2. SPADER
3. SOSTAC
4. Get-To-By Strategy
5. SCI- OEM Template
Summary
5 Models for Reporting

5 Models in Presenting Marketing Campaign Results

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