balancing brand equity with marketing innovation
TRANSCRIPT
BalancingBrandEquitywithMarketingInnovation
THECHALLENGESC O R P O R A T E M A R K E T I N G
FOCUSONINTERNALAUDIENCE
LESSON1
THENASDAQBRANDJOURNEY
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External ResearchPlanDeveloped
InternalInterviews
Brand PositioningDirectionsProposed
Employee/ClientFocusGroup
Fielding
Analysis+Report Development
InternalCampaign&
Mission/Vision/ValuesDevelopment
Brand IdentityGuidelines
CorporateCampaign
Development
Campaignembeddedintoexistingactivitiesandvehicles
Business LeaderSocialization
MarketingTeamEnhancement
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KEYPERFORMANCEINDICATORS
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RECOGNIZEYOUCAN’TFIXEVERYTHING(ATLEAST ATONCE)
LESSON2
EVERYORGANIZATIONISDIFFERENTWHATISTHEPROBLEMANDWHATDOESTHEORGANIZATIONVALUE
KEYPERFORMANCEINDICATORS
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THINKBIGLESSON3
THEOLDNASDAQ
THENEWNASDAQ
WHATALLSUCCESSFULCOMPANIES/INDIVIDUALSHAVEINCOMMON
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Ambition iswhatallvisionaries,innovatorsandleadersandtheircompanieshaveincommon.Itfuelstheirsuccessandempowersthemtoachievewhatotherssaycan’tbedone.Whenyou’reambitiousyouwanttobesurroundedbylike-mindedindividuals.ForthosethatcallNasdaqtheirhomeitistheplacetoignitetheirambitions.
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KNOWYOURASSETS&MAXIMIZETHEIRPOTENTIAL
LESSON4
MAXIMIZEYOURCONTENT
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80%Ofallnewvisitorsarecominginfrom
MarketInsite
+60%YoY increaseofMarketInsite
Homepageviews
TOP10MarketInsiteisthetop10mostviewed
sectionofthewebsite
$10MMMarketing
revenueclosed
$30MMInpipelinebuilt
Nearly $20MMAdvertisingrevenue
generated
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NASDAQ’S 1.6MILLIONSOCIALMEDIAFOLLOWERS
CelebrityTakeoverofNasdaq’sInstagramAccount
SocialontheTowerDigitalMarketingWebshow #SocialBell Adena’s LinkedInInfluencer pageSnapchatFilter
Nasdaq’sSnapchat with
custom brandingforcompanies
590k25%
450k32%
200k259%
200k2%
150k750%
20k350%
ATTHECENTEROFTHEMARKETS
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KEYPERFORMANCEINDICATORS
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CREATEAVISIONLESSON5
NASDAQISAFINANCIALTECHCOMPANY
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KEYPERFORMANCEINDICATORSONGOING…
THEBENEFITSOFASTRONGBRAND
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• AsizeablecomponentofshareholdervalueAstudy byInterbrand (inassociationwithJPMorgan)concluded thatonaveragebrandsaccountformorethanone-third ofshareholdervalue
• StrongbrandsdelivergreaterreturnsStudies byacademicsfromHarvard,UniversityofSouthCarolinaandInterbrand ofcompanies featuredinthe“BestGlobalBrands”leaguetableindicatethatcompanieswithstrongbrandsoutperformthemarket.
• BrandvalueheavilyweightedbyinvestorsRespondents ascribesignificantlymoremarketvaluetoreputationthantheydotoboardquality…82percentand71percent(Source:FinancialDynamics)
• ThelongarcofrecoveryOnaverage,companies should expectthatrecovery(fromanegativereputationalevent)willtakeabout3-4yearstosuccessfully rebuild adamagedreputation.(Source:WeberShandwick)
2015RESULTSAPPROXIMATELY$43MMINVALUECREATED;GENERATINGAN80%ROI
RevenueClosed
$10.3MMTotal revenueclosedfrommarketinginitiatives
$27.6MMOpenpipeline frommarketinginitiatives
Pipelinebuilt
80%Percentageofallnewvisitorstowebsite comethrough Nasdaq’s newblog,MarketInsite
TrafficCreated
30/45%Percentageofemployeesinvolvedinphilanthropy andvolunteerism
EmployeeEngagement
$20MMApproximately $20MMinadvertisingvaluecreatedfrommediaplacements
AdValueCreated74%
Percentageofemployeeshaveimprovedunderstanding ofbusiness strategy
BusinessAwareness
325%Growth insocial mediaaudience
SocialGrowth
$8MMNasdaq.com
DigitalRevenue$9.46MM
Production Equivalent
DesignValue
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THANKYOU