Brand BuildingHeavyweight

ROI championship

Erik Ramirez

ROI

Training tips from a champion.

Objective

Share Rocky Balboa’s training tips to become the ultimate

Heavyweight ROI Champion in only 5 rounds.

Create history, not brief memories

Room to spend more smartly on TV

Spend smartly on non-TV too

Any chance to be visible is good

Know your WHO, go after them

Program

1Create lasting history, not brief memories

http://www.youtube.com/watch?v=XHQdpnYFl7k

Heroes get remembered,

Legends never die

Create lasting history, not brief memories

1.1) ‘Always on’ brand communication: Brand communication has consistently proven to deliver higher volume.

1.2) Base is the name of the game:Support a broader part of the business secures higher effectiveness.

1.3) Continuity is not a duty, it’s a necessity: Marketing activities are more responsive when layered and tied into a broader, equity building campaign with key enablers like celebrities or sponsorships.

1

2Still room to spend more smartly on TV

Master the fundamentals

2 Still room to spend more smartly on TV

2.1) Only bet on the winning horse:There is a strong correlation between copy quality and ROI.

2.2) Be smart about copy length:Dependent on media cost structure, short formats can be more efficient. Also pick the right length according to the complexity of the message.

2.3) Longer life to our TVCs: There are opportunities to stretch the life of our TVCs as we tend to air them significantly below wear-out limits.

3Spend smartly on non-TV

Don’t be afraid of trying non-conventional methods

3 Spend smartly on non-TV too

3.1) Reallocate spending from weaker activities into stronger:Invest in cascading priorities according to efficiency and effectiveness.

3.2) Digital: The final frontier (so far): Digital tends to deliver stronger ROIs than TV. However, be smart choosing the right tactic.

3.3) There’s life out of TV: Alternative media can compensate for low / no TV weights.

4Any chance to be visible is good

http://www.youtube.com/watch?v=QeoHcB9_wss

This is more than just boxing!

4 Any chance to be visible is good

4.1) The earlier we get trade support, the faster we’ll build distribution: Heavy Trade support during first months of launch can help drive distribution.

4.2) Multi Brand Commercial Innovation? More, please: MBCIs represent a great opportunity to increase brand visibility and leverage cost synergies.

4.3) Create synergies: Simultaneous execution of different tools (perfect storm) would result on the biggest potential lift.

5Know your WHO, go after them

Adapt your training to your opponent

5 Know your WHO, go after them

5.1) Digital:Use Digital for targeting efforts.

5.2) Print: Identify the genre that drives higher volume lift and shift investment accordingly from low performers.

5.3) Ethnic targets:Targeted communication tends to drive more response as the message can be further tailored.

Create history, not brief memories

Room to spend more smartly on TV

Spend smartly on non-TV too

Any chance to be visible is good

Know your WHO, go after them

Recap

Questions?

Get back the Eye of the Tiger!

Erik Ramirez