Total Program Value (TPV) is an approach to developing retail programs that focuses on continually improving programs over their lifespan to maximize value. TPV takes a holistic view, addressing all aspects of retail programs from brand strategy to implementation. Through an ongoing cycle of discovery, direction/execution, and evaluation, TPV continuously improves programs by incorporating insights, testing new elements, and refining what works best. The goal is to create programs that better connect with changing consumers and deliver stronger ROI through more effective use of investment.
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
Uno studio per comprendere e comparare le differenti modalità di contatto fra brand e consumatori, misurando il contributo di ognuno di loro nella costruzione della Brand Experience.
Top 20 Reasons Why Agent-based Modeling is Disrupting Marketing MixThinkVine
Misallocated ad dollars may be costing brands more than 25 percent in lost sales. Based on an analysis of ThinkVine customers with average annual sales of more than $1 billion, we found that companies were spending too much or too little on specific media 85 percent of the time. By optimizing their marketing budgets, the companies added anywhere from 7 to 81 percent in additional revenue attributed to marketing activities – an average of 28 percent.
Don’t lose out on the additional sales your marketing could be driving. Brands have been relying too heavily on outdated, backward-looking marketing mix methods that leave money on the table.
Companies are now turning to agent-based modeling to make better strategic decisions that will deliver the results they need, and here is why.
Uno studio per comprendere e comparare le differenti modalità di contatto fra brand e consumatori, misurando il contributo di ognuno di loro nella costruzione della Brand Experience.
No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it’s hard to believe that the engine will soon be straining to get the car up hills.
But for those of us behind the wheel of continuous tracking, that's how it feels at the moment. We are still moving forward well enough, but signs we pass along the road are warning of tough conditions ahead. Are the wheels really going to fall off around the next bend?
The global research programmes that deliver the best value are not the most standardised - and they are not usually the most elaborate. Learn how brands have created strong, flexible protocols by focusing on shorter, smarter surveys, local engagement and active leadership at the centre.
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
B2B Marketing Awards Winner - Intelligent Operations Programme by GenpactThe Marketing Practice
Our work with Genpact on the Intelligent Operations Programme was rewarded with the trophy for Best Lead Generation or Nurturing Campaign at the 2015 B2B Marketing Awards. Here is our submission:
Innovating the Superior Customer ExperienceClearAction
Innovation is an essential source of growth and leadership. Innovation that ignores customer experience cannot be successful. Opportunities abound for leapfrogging your peers' market performance when you innovate the entire customer experience.
See https://ClearAction.com
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
No one wants to hear that the car that has always felt safe and comfortable now needs a major overhaul. When the ride has always been smooth, it’s hard to believe that the engine will soon be straining to get the car up hills.
But for those of us behind the wheel of continuous tracking, that's how it feels at the moment. We are still moving forward well enough, but signs we pass along the road are warning of tough conditions ahead. Are the wheels really going to fall off around the next bend?
The global research programmes that deliver the best value are not the most standardised - and they are not usually the most elaborate. Learn how brands have created strong, flexible protocols by focusing on shorter, smarter surveys, local engagement and active leadership at the centre.
Digital Measurement Framework Summary by Martin WalshMartin Walsh
This is a single slide outlining a conceptual Digital Marketing Measurement Framework, in this case a B2B version.
This slide is from my broader Digital Marketing Measurement Framework PowerPoint which is available here - http://www.slideshare.net/martinwalsh/digital-marketing-measurement-framework-martin-walsh
B2B Marketing Awards Winner - Intelligent Operations Programme by GenpactThe Marketing Practice
Our work with Genpact on the Intelligent Operations Programme was rewarded with the trophy for Best Lead Generation or Nurturing Campaign at the 2015 B2B Marketing Awards. Here is our submission:
Innovating the Superior Customer ExperienceClearAction
Innovation is an essential source of growth and leadership. Innovation that ignores customer experience cannot be successful. Opportunities abound for leapfrogging your peers' market performance when you innovate the entire customer experience.
See https://ClearAction.com
More and more, brands are realizing the power of integrating tactics like events and digital campaigns into a larger effort to build the long-term relationships with their customers that help them reach their overall marketing goals.
However, budget, influenced by emotion, is all too often the primary factor in deciding how and when to employ these valuable marketing assets.
Enter portfolio planning: a strategic approach that allows companies to make informed decisions on the right number, type, frequency, and cadence of tactics needed to generate an optimal experiential marketing mix. In essence, “brand experience media planning”.
In the latest Jack POV, learn the 6 principles of portfolio planning and how you can incorporate a strategic approach to better engage your customers.
As always, let me know if you’d like to learn more about how brand experience media planning can help your business.
Find out more at jackmorton.com.
White paper the 4 key reasons 70 percent of telco digital transformations fai...Martin Kievit
Within this white paper we zoom in to why Telcos struggle to deliver successful transformation programmes.
What is it they do wrong and how could they prevent this.
We also look into the different approaches Telcos take when it comes to technology and implementation partner choices
Building a Strategic Partnership - From Software Developers to Solution Innov...Mukesh Lagadhir
From Software Developers to Solution Innovators: Building a Strategic Partnership
In today's fast-paced and ever-evolving technological landscape, software development companies have transcended their traditional roles. They have evolved into strategic partners, collaborators, and solution innovators. Beyond writing lines of code, they now architect and deliver digital solutions that drive businesses to new heights. The metamorphosis from being service providers to solution innovators is where genuine innovation lies, reshaping the technology industry and creating new dimensions of value for clients and end-users.
The shift from software developers to solution innovators signifies a profound change in the way software development firms operate and contribute to the success of their clients. This transformation centers around the concept of strategic partnership, and in this article, we will delve into how a software development company can effectively navigate this journey, unlocking a world of possibilities in the process.
Creating the Future, Not Just Code
In a world where the boundary between software development and strategic innovation is increasingly blurred, businesses demand more than just a vendor who writes code. They require partners who understand the unique challenges they face and have the expertise to co-create solutions that genuinely add value. The transformation involves embracing a mindset that extends beyond coding, focusing on creating the future itself.
Focusing Beyond the Binary
It is no longer sufficient to think in binary terms – code or no code. A strategic partner transcends the "yes" or "no" mindset and explores the realm of possibilities. Understanding the "why" behind a project and aligning it with broader business objectives is pivotal. It involves developing a holistic perspective where technology solutions are not just tools but catalysts for achieving specific business outcomes.
Real-World Impact
A true strategic partner goes beyond the conventional approach of merely delivering software. They actively engage with clients to identify bottlenecks, streamline processes, and craft user experiences that genuinely resonate with their target audiences. Their focus is on translating technological capabilities into tangible real-world impact, converting challenges into opportunities for growth.
Navigating the Client's Ecosystem
The transformation from software developer to strategic partner begins with understanding a client's ecosystem, their industry, and the end-users they serve. It involves immersing themselves in the client's world, learning the intricacies of their business, and crafting solutions that seamlessly integrate into the existing framework. The ability to provide context-aware solutions is a hallmark of a strategic partner.
Unlocking Hidden Value
The journey from a software developer to a solution innovator is marked by the unlocking of hidden value. It is not about meeting expectations but c
2017 digital engagement webinar marketing360 - gelb consultingEndeavor Management
This presentation highlights things every healthcare marketer should know about how to measure healthcare marketing ROI, how to design a healthcare marketing dashboard the right way, and what’s possible in today’s digital age.
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Industry 4.0: Technology Insights for Channel Program OptimizationSeth Jacobsen
The concept of Industry 4.0 – also known as the fourth industrial revolution – is mostly rooted in data, analytics, autonomous learning, and the Internet of Things. The impact of smart technology, however, is not limited to the supply chain and manufacturing operations. Opportunities to innovate exist in the sales and distribution channel as well. Of course, the ultimate goal is to reduce costs, increase productivity and market share, and drive revenue growth.
Agile marketing is based on a growth mind-set across the marketing team – one that allows for open communication across the team without fear of making mistakes. For a marketing team to truly become agile and growth-oriented, it needs to adopt the same agile ground rules from IT software development.
Moving Beyond Customer Experience Towards Customer EngagementSeymourSloan
In a changing market, we need to look at how customers are managed within businesses. For too long the debate was around experience, which ignored the richness of the opportunities available to really build relatioinships with customers. Rather, we suggest looking at the model from an engagement perspective and understanding how to make the relatioinship multi-way.
2. › Total Program Value
If you’re like 50%
of the brand teams
asked in a recent
survey*, you want to
know more about how
your customers make
purchases, and how
you can affect their
decisions.
* Shopper Marketing 2012 Trends Report, January 2012
2
3. You can call it Shopper Marketing, Consumer Research or
Retail Strategy, but by any name it means information which
can improve the retail performance of your brand. To move the
needle on consumer behavior, you need two things. The first
is a resource that knows how to gather the right knowledge,
and the second is the ability to translate that knowledge into
programs which deliver ROI in the retail environment.
Here’s our approach for retail success, we call it:
Total Program Value (TPV).
3
4. › Total Program Value
What is
Total Program Value?
The retail world moves at breakneck speed, and nothing
changes faster than the behavior of today’s shoppers. Shifting
consumer needs, influences and preferences vastly outpace
a brands’ ability to develop and implement new and exciting
brand experiences. At the same time, brands are looking far
more critically at the cost, effectiveness and ROI of their retail
programs. The notion of a high-cost branded retail solution
with a finite lifecycle makes little sense in today’s market. Total
Program Value offers a new perspective on the development
of retail programs. It’s consumer-centric, focusing on changes
that continually better the shopping experience and it’s
incremental, improving the performance of retail programs as
they evolve over time.
4
5. TOTAL PROGRAM VALUE HAS FIVE PILLARS
1. TPV is holistic. It addresses the full ecosystem of retail programs,
from overall brand strategy through operational and logistic details.
All aspects of retail are included, so that programs address marketing,
merchandising and implementation concerns as thoroughly as they
consider the retail program elements themselves.
2. TPV takes the long view. TPV incorporates the full lifespan of retail
programs, delivering value at every stage. By emphasizing a cycle of
ongoing innovation, programs continually elevate what’s working, and
make incremental changes to address challenges. The emphasis on
testing and program evolution leads to smarter and more cost-effective
procurement strategies.
3. TPV is flexible. Each category and each brand is unique. Consequently
the meaning of success varies not only per organization, but also per
individual program. TPV addresses differing needs of both brands and
retailers, creating better-informed and more efficient programs while
calibrating the process to include only what is relevant.
4. TPV is smart. In the cycle of innovation, tribal knowledge accrues. In
addition, the model includes fully integrated participation by best-in-
class partners in strategy, shopper marketing and digital media. These
seamless partnerships offer the depth of experience to be efficient and
effective, with nothing lost in the translation from strategy to execution,
no matter what mediums are involved at retail.
5. TPV has its feet on the ground. TPV is fact-based. Design is based
on response to actionable insights and observations. While there’s
an emphasis on the intellectual property of retail – the strategy and
evaluation – working in design and execution keeps us honest.
5
6. › Total Program Value
How does it work?
THE FULL-CIRCLE PROCESS –
PROGRAMS THAT IMPROVE WITH AGE
Total Program Value means the end of the old lifecycle of retail
programs. The paradigm used to be a year of development,
resulting in a program with a 3-year lifespan in the market.
The new model makes the most of your investment in retail
programs. Through the TPV cycle, we look both outward – to
discover what’s new and innovative in the market, and inward
– to evaluate programs for effectiveness and opportunity for
improvement. As information is gathered, it is applied to the
next generation of your program, to enhance what works or to
improve what doesn’t.
6
8. › Total Program Value
The Process
of Discovery:
Anticipating Consumer
Response
“The best strategies are simple, and they’re designed to do
two things: fix what people hate, and give them more of what
they love.”
- Rebecca Huston, Principal – Strategy, Huen LLC
Discovery establishes the foundation for success. Strong
strategy is the basis for better program design, and the better
the design, the easier it is to translate to a seamless execution.
In Discovery, three levels of information are layered together to
inform strategy.
› The first level is a comprehensive understanding of consumer decision-
making at retail. Which trends and behavioral patterns influence what
shoppers do in the retail environment? How do technology and new
8
9. media play in to the retail experience today? What successes and
challenges do we see in the market that can inform direction?
› The second level is category influence. Typical behavior patterns
change from category to category. (For example, men purchasing golf
clothing shop much more like women than they do in any other apparel
category.) Some categories see much greater influence from changing
technologies. (The PC category is in constant flux.) Understanding the
specifics of each category helps to shape solutions, and makes it easier
to anticipate consumer response to program elements.
› The final layer is the brand. Specific brand objectives, strengths and
challenges inform a virtual mixing board of options. Emphasis can be put
on key areas to amplify, alter and influence how shoppers interact with
the brand environment.
9
10. › Total Program Value
Direction and Execution:
Putting Knowledge
to Work
Direction is the interpretation of discovery into program
design. Execution translates design into real-world retail
programs. With TPV, brands and retailers are partners in the
process from the outset, so when we arrive at these hands-on
phases, there are no surprises. In addition, the engagement
of all partners from the beginning ensures a more effective
and cost-efficient process, with nothing lost in translation. It’s
a more comprehensive approach leveraging the best thinking
from all participants, which conserves time and money without
sacrificing results.
10
12. › Total Program Value
Evaluation:
Reality Check
Evaluation completes one cycle, and sets up the next. In the
TPV model, performance is measured against short and long-
term program objectives. As in discovery, both qualitative
and quantitative data contribute to the full understanding of
program success. Ultimately, evaluation delivers information
which directly impacts the next evolution of the program by
identifying elements that contribute to ROI, and those which
aren’t worth the investment.
“It’s a mistake to base strategy on what consumers tell you they’re
going to do. If people were good at predicting their own behavior
the self-help gurus would be out of business, and we'd all keep
our New Year's resolutions.”
- Rebecca Huston, Principal – Strategy, Huen LLC
12
13. › Testing in operating retail locations is the best possible way to gauge
the effectiveness of new program elements. Being able to watch what
consumers actually do beats asking them what they’re going to do
every time. Real-time, real-world observation is data you can count on
for accuracy. In addition, it’s relatively easy to see how a small change
affects shopping behavior. Positive changes can be implemented
throughout the retail channel; those that prove ineffective can be left by
the wayside.
› ROI is not a one-size-fits-all proposition. Metrics need to be calibrated
based on both organizational and program objectives. There are multiple
places to look for success beyond sales figures, including areas such
as brand recognition, social media imprint, frequency of store visits and
response to specific initiatives.
13
14. › Total Program Value
What are the benefits?
BETTER OVERALL BRAND EXPERIENCE
› TPV is a vehicle to bring brand strategy into the environment.
› The process ensures that branded retail programs keep pace with
current brand marketing and communication.
› TPV is structured to incorporate all the critical elements of the brand
including product merchandising, brand marketing and technology into
one seamless experience.
MORE EFFECTIVE CONSUMER CONNECTION
› Design is driven by actionable insights that connect with consumers to
maximize the effect on their purchase decisions.
› Both discovery and evaluation are consumer-centric. Understanding
14
15. the factors which affect decision-making, and evaluating how solutions
play out in real environments create a foundation of knowledge that is
directly applicable to the design of retail environments.
BETTER USE OF INVESTMENT
› With TPV, you spend your budget with a sharp focus on fixing issues
and improving performance.
› Retailer and category needs are anticipated, facilitating buy-in from
retail partners.
› The iterative process is more innovation-friendly. It’s designed for quick-
turn testing and implementation without a full-scale overhaul of programs.
15
16. › Total Program Value
Take-Aways
Of all the brand communication mediums, the retail
environment is most closely aligned with consumer purchase
behavior. As such, retail offers an unparalleled opportunity to
directly affect how shoppers make decisions about products
and services. Total Program Value offers the best possible
approach for organizations to create retail programs which
deliver on those opportunities.
› TPV is a comprehensive approach, working at all levels and phases of
retail program development to deliver lasting value.
› TPV focuses on the unique needs of your brand, its relationship to core
consumers and today’s markets.
› TPV is consumer-centric, building engagement through integration of
environment, merchandising and communication.
› TPV is a vehicle to amplify and leverage your brand’s marketing and
communication efforts at retail.
› TPV empowers your organization to make informed and effective
decisions about retail programs.
› TPV makes fiscal sense. It’s a tool to optimize your retail investment,
putting budgets to work in ways that maximize ROI.
16