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Antony Young profitable marketing communications Strategies for delivering marketing return on investment time to…….. focus on the bottom line “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 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 marketing ROI? or… profit another name for approach our to profitable marketing 1. outcomes not outputs 2. unifying the ROI agenda 3. focus investing 4. Double-down on your existing customers 1 outcomes, not outputs 1 outputs: reach & frequency, CPM’s awareness click-throughs cost per acquisition brand equity measurable, but lack boardroom credibility or inspiration for communication ... 1 outcomes, not outputs • Clear line of sight • A few key metrics 1 metrics need to be pro-active rather than defensive Hot N Cold Cherry Chocolate Cappuccino Katy Perry Hooburrito Hoobastank The Great EggsSteak BoysLikeGirls 1 outcomes, not outputs CHECKLIST • Clear line of sight • A few key metrics • Pro-active rather than defensive 2 unifying the ROI agenda 2 2 7. Review Process 6. Deploy Data Strategically 5. Establish marketing dashboard 1. Build a Team Unifying the ROI Agenda 4. Initiate Marketing Communication Development 2. Align the ROI Agenda 3. Establish Metrics 3 focus investing 3 marketing campaigns that lack focus poorly allocated or inefficient spending ill-defined targeting weak positioning too many messages too many metrics 3 beings don't want to “ Human stay focused, so my job is 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 3 superior cleaning product feature focus color protection stain fighting fragrance detergent 3 target market focus Targeting 16-24 3 single product focus 3 focus on a single product solution 3 media channel focus • Use of Media 3 CHECKLIST • fewer • bigger • better focus investing 4 Double down on existing customers 4 that focus on brand equity place brands on a “ Companies higher pedestal than customers. Brands are magnets to 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’ 4 “US businesses lose half their customers every five years” 4 4 approach our to profitable marketing 1. outcomes not outputs 2. unifying the ROI agenda 3. focus investing 4. Double-down on your existing customers profitable marketing communications Strategies for delivering marketing return on investment