This document outlines a methodology called "The Big Fish" for systematically identifying key marketing opportunities and obstacles. It involves the following steps: 1. Determine a business objective such as increasing sales by 10% within 3 years. 2. Create categories for potential threats or barriers, such as competition, trends, technology, consumer perceptions. 3. List significant obstacles within each category, being specific. 4. Vote on the most critical obstacles. Circle the top barriers. 5. Plot the barriers on a grid by addressability versus importance to identify the most important and addressable barrier. 6. Develop a marketing communications objective to address this key barrier and help achieve the business goal.

1. The Big
Fish

2. The Big Fish
This presentation is a short introduction to:
• Map, sort and prioritize the key opportunities
and obstacles facing a client or brand.
• Help to rapidly identify the primary role of
communication within a marketing problem.
• Systematically probe and brainstorm around
the primary opportunity or obstacle and
potential routes to a solution.

3. The Big Fish
Steps:
1. Determine business objective (e.g. increase sales
by 10% within the next 3 years).
2. Create up to 5 categories where threats or
barriers could exist.
Example categories:
• The competition
• A trend
• A technological breakthrough
• A consumer perception/mindset
• An internal client issue

4. The Big Fish
Steps continued:
3. Begin listing significant marketing obstacles or
threats to achieving the business objective within
each of the categories.
Tips:
• In particular, think about what you are
really competing against – not necessarily
competitor brands or products but rather
consumer beliefs, prejudices that underlie
their behavior, knowledge gaps in
consumer’s minds, unmade
connections/links/associations.
• Be as specific as you can.
• Be honest.
• Don’t edit (yet).

5. The Big Fish
Example:
Consumer perception/mindset
 The category is seen as a commodity. People see no
difference in our quality compared to our
competitors.
 People think new products are always more
expensive than the old ones.
 Our product is an afterthought in the decision
process.
 People can do without our product – no real need for
it.
Category
Significant
obstacles
or threats

6. The Big Fish
Steps continued:
4. After exhausting all possible barriers in each
category, give each person a marker and allow
them to place five checkmarks next to the ideas
he or she finds to be most critical to success. (One
checkmark per idea.)
5. Tally the votes. Circle the barriers that received
the most votes. For example, you may decide to
circle all of the barriers that received four or more
votes.
6. Rewrite the list of barriers that you circled on a
separate sheet of paper and number them.
4. Note: It is not necessary to keep the barriers
5. classified by category.

7. The Big Fish
Steps continued:
7. Create a grid to plot the barriers. Label the axes “Addressability”
and “Importance.”
Addressability

8. The Big Fish
Steps continued:
8. Plot the numbered barriers on the grid.
 The more addressable (through communications)
the issue, the farther to the right.
 The more important the issue is to overcome, the
higher it is placed.
9. The barrier which is plotted the furthest to the top
right is the most important and most addressable
barrier to achieving the business goal.

9. The Big FishExample:
Addressability
4
3
6
1
5
2
In this example, barrier #2 is the most important and most addressable barrier.
Barrier #6 is more important, but is ranked as less addressable than barrier #2.
Barrier #5 is more easily addressable, but is not as important as barrier #2.

10. The Big Fish
Steps continued:
10. After identifying the key barrier to
address, create a marketing
communications objective that will
address this barrier and therefore, help
best achieve the business objective.

11. Client example
where MARC used
this method.
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12. A few other tools…..
SWOT/SLOT Analysis
Goal Mapping Matrix

13. EXERCISE
• Either as a whole group, or, several groups
depending on who your clients are, use the
“Addressibility and Importance” Graph to define
barriers and then define the marketing objective.
• At the same time, do SLOT Analysis.
• Choose one spokesperson to describe your work.

14. Creative Briefs
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15. 11/19/2018 15

16. 11/19/2018 16

17. 1. ESTABLISH WRITTEN GOALS
2. MEASURE THE QUANTITY AND QUALITY OF MEDIA
3. UNDERSTAND THE SAME PRINCIPLES APPLY TO TRADITIONAL AND SOCIAL MEDIA
4. DO NOT USE AVE AS THE VALUE OF PR
5. ADD PR QUESTIONS TO TRACKING SURVEYS TO EASILY CAPTURE OUTCOMES
6. COLLECT MEDIA DATA IN A MANNER USABLE FOR MARKET MIX MODELING
7. RECOGNIZE THAT ANALYTICS IS THE FUTURE OF PR MEASUREMENT—ROI IS THE
ANSWER
8. MAKE SURE ALL MEASUREMENT IS TRANSPARENT
9. USE MEASUREMENT TO TRACK PROGRESS AND TO DESIGN PROGRAMS BETTER
10. R EALIZE THAT COMMUNICATIONS EXPERTS ARE NOT NECESSARILY MEASUREMENT
EXPERTS
THE 10 GOLDEN RULES OF MEASUREMENT

18. SO WHAT ARE THE BARCELONA PRINCIPLES? IN SHORT
FORM
• Importance of Goal Setting First
• Measuring the Effect on Outcomes is Preferred to Measuring
Outputs
• The Effect on Business Results Can and Should Be Measured
Where Possible
• Media Measurement Requires Quantity and Quality
• AVEs are not the Value of Public Relations
• Social Media Can and Should be Measured
• Transparency and Replicability are Paramount to Sound
Measurement

19. Having a clear set of goals in place is key to understanding what you want to achieve and hence
measuring it. Ensure goals are specific and take into account:
Reach:
What portion of the target audience do you want to reach and with what messages?
Awareness:
What should the target see, hear or read that they haven’t before?
Comprehension:
What should the target understand that they didn’t before?
Attitude:
What should the target believe and feel?
Behavioral:
What should the target actually do as a result of communications?

20. Outputs
Contact/response
level REACH,
CONTENT
Outcomes
Perceptions/behavioral
levels
KNOWLEDGE,
OPINIONS,
ATTITUDES
Business Results
Business level
ADDED VALUE
Impact on media/channels Impact on target groups Impact on organizations
Frequency
Visits
Prominence
Reader contacts
Tonality
Message impact
Share of voice
Journalist inquiries
Awareness
Comprehension
Recollection
Recognition
Credibility
Image changes
Recommendations
Purchasing intentions
Revenue/turnover
Contracts closed
Reputation value
Brand value
PE Ratio
Market share
Stock price
Employee retention
Purchasing intentions
“HOW TO” TIPS
Outputs — assign a scoring system based on the reach to your target audience, tone, prominence, message delivery, and inclusion of a recommendation or
endorsement.
Outcomes — ask whether the company already has any kind of tracking survey. It can be fairly simple to add 2-3 questions to such surveys and measure
whether the PR activity is affecting audience change. If such a survey does not exist, there are a number of low cost ways to do survey research that may be
useful.
Business results — these are estimated by marketing analytics approaches or through the same survey used for outcomes. Most companies tend to have
departments which measure what is driving their sales. Bringing PR into that mix is the aim, and often more easily accomplished than one might expect.

21. Awareness Knowledge Consideration Preference Action
Public Relations
Activity
 Content creation
 Traditional media engagement
 Social media engagement
 Influencer engagement
 Stakeholder engagement
 Events/speeches
Intermediary
Effect
 Audience reach (traditional &
social)
 Impressions/Targetaudience
impressions
 Number of articles
 Video news
 Frequence
 Prominence
 Share of voice
 Key message alignment
 Accuracy of facts
 Key message
alignment
 Frequency of (positive)
mentions
 Expressed opinions of
consideration
 Social network
Followers
 Retweets/Shares/
Linkbacks
 Endorsements by journalists or
influencers
 Rankings on industry lists
 Expressed opinions of preference
 Social network fans
 Likes
Target Audience
Effect
 Unaided awareness
 Aided awareness
 Knowledge of
company/product
attributes and features
 Brand association and
differentiation
 Relevance of brand (to
consumer/customer)
 Visitors to website
 Click-thruto site
 Time spent on site
 Downloads from site
 Calls
 Event/meeting
 Attitude uplift
 Stated intentionto buy
 Brand preference/
Loyalty/Trust
 Endorsement
 Request for quote
 Links to site
 Trial
 Sales
 Market share
 Cost savings
 Leads generated
 Customer loyalty
• WHAT ABOUT MEASURING THE COST EFFICIENCY OF PR VERSUS ADVERTISING?
Consider applying cost per thousand (CPM) calculations against the “Intermediary Effect” and “Target Audience Effect” metrics.
CPM is calculated by dividing the total cost by the relevant number to get cost per message, cost per article, etc.
Approaches using gross rating points (GRP), which measure reach against percent of total population, and target rating points
(TRP), which measure reach against percent of targeted population, can also be applied to “Intermediary Effect” metrics if
relevant population numbers are available.
• IN SEARCH OF VALID METRICS TO USE?
Go to www.Amecorg.com and find charts like this one to help you.

22. MEDIA RESULTS APPROACH: AN EXAMPLE
OF HOW TO MEASURE QUALITY OF MEDIA
RESULTS