how to measure your marketing investments, 2013 workshop on marketing roi
DESCRIPTION
Marketing ROI or ROMI (Return on Marketing Investments) Workshop slides How to Measure Your Marketing Investments Speakers: Rhea Allen, President | CEO, Peppershock Media Trevor Gunstream, CPA | Partner, The Nichols Accounting Group P.C. How do we identify, measure and justify the marketing, advertising and sales promotions to maximize outcomes to improve bottom line growth? Return on your marketing & business development investment; discover marketing tactics that create results for your company. Attendees will receive a FREE analysis tool and be entered for a chance to win an iPad mini. Key take-a-ways: Comprehensive tactics Sample Performance Metrics Successful campaign examples An understanding of how to measure your ROMI Training on ROMI analysis tool www.Peppershock.com | 208.461.5070 |TRANSCRIPT
May 22, 2013 11:00 A.M. – 1:30 P.M. (15 min. break @12:15pm)
Presenters: Peppershock Media-- Rhea AllenNichols Accounting-- Trever Gunstream, Jennifer DeroinWith Special Guests: Meeting Systems, Inc-- Kristin MuchowNampa Chamber of Commerce-- Dawn CallahamThank you to Port of Subs!
Please silence your cell phone.
Introductions
Planning and managing meetings, conferences, incentive travel programs, trade shows, and events.
Introductions
The Nampa Chamber of Commerce is the best connected dynamic business organization in the area. Established in 1892, the chamber is represented by more than 550 businesses of all
sizes.
Introductions
Trevor Gunstream, CPA Partner, The Nichols Accounting Group P.C.
Jennifer Deroin Director of Business Development The Nichols Accounting Group P.C.
Rhea Allen, M.B.A.Integrative Marketing Specialist President/CEO, Peppershock [email protected] | Twitter: @Peppershock 208.461.5070 | www.peppershock.com
Peppershock Media, a hybrid agency. Fresh Marketing Strategy + Creative Production Services.Campaign Planning | HD Video Production | Graphic Design | Advertising Services
Speaker Demo Video
Introductions
Brief Overview on ROI
How to Measure your Marketing Investments
http://www.youtube.com/watch?v=1vRx5TYTmYs
Marketing Strategy
How to Measure your Marketing Investments
• Marketing or Campaign Plan• Setting Goals & Objectives• Marketing Budget• Media Mix, Marketing Channels
Identified• Determining what success will look
like• Determine measurement strategy
and tactics• Timeline• Course corrections along the way• Results
Marketing Strategy
How to Measure your Marketing Investments
• Examples of Performance Metrics to Utilize• Past Results• Industry Averages• Behavior Based; ie. # of hits on site, calls
received, # of complaints• Cost Based; conversion rate, cost per
acquisition• Based on Brand Variables ie. customer
satisfaction, brand awareness and brand loyalty assessed through surveys and feedback tools
• Draw on comparisons• Hybrid combination of all the above
Recognizing Performance Measurement Challenges
How to Measure your Marketing Investments
• Inability to tie marketing efforts to outcomes or results
• Lack of analytics expertise • Lack of time or resources• Poor tools• Inconsistent analytics approach• Unreliable or broken data• Volatile, moving targets to measure • Overwhelming to keep up• No set standards
Social Media Connection to Revenue Generation
How to Measure your Marketing Investments
Social Media Measurement
How to Measure your Marketing Investments
The volatility of social or digital online marketing data and the rate of change mean that tried-and-true measurement
methods are no longer cutting it. Old rules don’t apply!
How to Measure your Marketing Investments
Social Media Measurement
2012, more than 80%* of the world’s online population uses social media! *comScore5
Social Media Connection to Revenue Generation
How to Measure your Marketing Investments
• Revenue generation is only one benefit of social media and its main business value is to deepen relationships with customers and community
• Social media has become a critical input to business decisions and to business cases
7 Tips: To Use Social Media to Drive Traffic to Your Site
How to Measure your Marketing Investments
m-commerce
How to Measure your Marketing Investments
• Have you optimized your e-mails for reading on smartphones? • Are you getting into Facebook news feeds? • Do you have a mobile paid search strategy? • The smartphone is the key to your future. Or as eBay
CEO John Donahoe put it, “Led by mobile, a commerce revolution is under way.”*
*http://www.internetretailer.com/commentary/2013/04/01/smartphones-are-spearheading-commerce-revolution
By 2017 there will be 222.4 million smartphone users, 67.8% of the U.S. population.*
Hard vs. Soft Benefits
How to Measure your Marketing Investments
Hard vs. Soft Benefits
How to Measure your Marketing Investments
• Stories or Anecdotes, proof of purchase!
• Correlations, web traffic vs. digital ad click-thrus
• A/B Testing• Links & Tagging, Shortened
URLS, QR codes• Integrated Analytics,
Insights• eCommerce or
mCommerce Conversions
Case Studies
How to Measure your Marketing Investments
Canyon County Fair
Idaho Center Auto Mall
Blue Cross of Idaho; Green from Blue
Blue Cross of Idaho; Hawaii Game Getaway
How to Measure your Marketing Investments
• Automate what you hate!• Make measurement and analysis of your
marketing goals and objectives a regular part of your weekly routine.
• Continue to identify what success looks like.
Rhea’s ROI Tips and Treasures
How to Measure your Marketing Investments
GR8 = Review, Revise, Repeat Raving Results &
Returns on Your Marketing Investments to Raise Revenue GREATLY!
Rhea’s ROI Tips and Treasures
Questions
Rhea Allen, M.B.A.Integrative Marketing Specialist President/CEO, Peppershock [email protected] | Twitter: @Peppershock | 208.461.5070 www.peppershock.com
Peppershock Media, a hybrid agency. Fresh Marketing Strategy + Creative Production Services.Campaign Planning | HD Video Production | Graphic Design | Advertising Services
Speaker Demo Video
THANK YOU!
Trevor Gunstream, CPA | PartnerThe Nichols Accounting Group [email protected]
Jennifer Deroin | Director of Biz DevThe Nichols Accounting Group P.C.208-442-0188 [email protected]