planning marketing effectiveness in the decade ahead - cim
TRANSCRIPT
Planning Marketing Effectiveness In the Decade Ahead
Mark Ritson
Levitt Group Annual Lecture
1968
0.6
0.4
0.2
0
Research
Aw
ard
Sco
re
Research Level
None Low High
0.6
0.4
0.2
0
0.28
0.39 0.38
n=5,894
Does Research Increase Effectiveness?
Diagnosis Strategy TacticsX X
33.3% 33.3% 33.3%
How to Manage Brand
Strategy
How to Manage Brand
Strategic Objectives
Objectives – The Signal of Strategy
Business
Aspirations
Reverse sales
decline
Tactical
Goals
Get 400,000
Social mentions
Strategic
Objectives
IncreasePreference
From 12% to 25%
by Dec 2019
Among 18-24 YO
Strategic
Objectives
IncreaseConsiderationFrom 12% to 25%
by Dec 2019
Among 18-24 YO
Objectives – The Signal of Strategy
Strategic
Objectives
IncreasePreference
From 12% to 25%
by Dec 2019
Among 18-24 YO
Strategic
Objectives
IncreaseReBuy
From 22% to 35%
by Dec 2019
Among 18-24 YO
Do More Objectives = More Effectivenessaw
ard
sco
re
# of strategic objectives
1 2 3 4 5..
0.6
0.4
0.2
0
0.28
0.390.35
n=5,645
0.390.44
Long & Short Term
PeterField
LesBinet
Sub 12 Month Window
Sale
s U
plif
t o
ver
Bas
e
Time
Is Long better than Short?aw
ard
sco
re
campaign duration
<3M <6M <12M 12M+
0.6
0.4
0.2
0
0.31 0.28
0.48
n=5,645
0.36
Hugh Johnston, Pepsico CFO
“Any idiot can do short term. Any idiot can do long term.The trick is to do both.”
Target Marketing?
100%
80%
60%
40%
20%
0%2011 2012 2013 2014 2015 2016 2017
2011 2012 2013 2014 2015 2016 2017
A Growth in Mass MarketingP
rop
ort
ion
of
awar
d w
inn
ers
n=5,835
Does Targeting Beat Mass Marketing? aw
ard
sco
re
TargetSegments
0.6
0.4
0.2
0 n=5,645
MassMarketing
0.45
0.35
Binet & Field, IPA Data
The BIG Answer
Products
Link the POV to Products
Rational Persuasion
Mental Availability
Sales
$1 delivers $4.42Masterbrand
Make the POV Famous
Emotional Connection
Cultural Resonance
Brand Building Sales Activation
Long Term Short Term
Creates Brand Equity Exploits Brand Equity
Influences Future Sales Generates Sales Now
Emotional Priming Persuasive Messages
Brand Focus Product Focus
Mass Marketing Target Marketing
Long & Short Brand Planning
A Two Speed Brand Plan
A Two Speed Brand Plan
Media vs Creative
100%
80%
60%
40%
20%
0%
2011-2015 Media FocusP
rop
ort
ion
of
Entr
ies
n=4,2322010. 2011 2012 2013 2014 2015 2016 2017
Media Dominant
Shit that arrives at the speed of light is still shit.
David Abbott
Shit that arrives at the speed of light, is still shit.
9% 2%
47%
15%22%
5%
TargetingContext
Creative
Brand
Recency
Reach
The Effective Power of Creative
The Effective Power of Creative
Differentiation?
Differentiation
Rosser Reeves
USP
Ries & Trout
Own a Single Idea
Byron Sharp
Differentiation?
Simon Sinek
Purpose Relative
Relative
to…
• Salience• Competitors• Other Brand Associations
awar
d s
core
degree of differentiationNone Somewhat High
0.8
0.6
0.4
0.2
0
0.390.44
0.79
n=4773
Does Differentiation Pay?
Codification
The Two D’s
Differentiation? Distinctiveness?
light
filling
treatsnack
Differentiation? Distinctiveness?
Differentiation? Distinctiveness?
95%
CodesPositioning
• Logo
• Shapes/Patterns
• Colours
• Founders
• Font
• Packaging
• Characters
• Product Cues
• Locations
• Celebrities
123
124
92
111
110
109
102
100
92
87
Codes Distinctive Brand Assets = Distinctive Assets
Palettes
Application
What do Codes do?
1. Maintain Salience
1. Maintain Salience
2. Shorten the last 2 feet
What do Codes do?
1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
What do Codes do?
1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
What do Codes do?
1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
4. Bolster Brand Image
What do Codes do?
1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
4. Bolster Brand Image
5. Brand Revitalisation
What do Codes do?
What Do Codes Do?
1. Maintain Salience
2. Shorten the last 2 feet
3. Advertising Linkage
4. Bolster Brand Image
5. Brand Revitalisation
6. Bridge the Long & Short
Multi-Channel
More Channels = More Effectivenessaw
ard
sco
re
# of channels used1 2 3 4 5 6 7 8 9 10
0.6
0.4
0.2
0
0.21
n=4,855
0.22
0.33
0.39 0.39 0.370.34
0.420.38
0.42
The Synergies of Integration
Campaign of the 2018
The Lost Secret Formula of Synergy
A x B > 2a or 2b
Agency Marriage
Does (agency) marriage work?
awar
d s
core
# of partner agencies
1 2 3 4+
0.6
0.4
0.2
0
0.28
0.41
n=5,645
0.400.37
0.32awar
d s
core
degree of bravery1 2 3 4 5
1.2
1.0
0.8
0.6
0.4
0.2
0
Bravery
n=4,645
0.54
0.38
0.53
1.26
How to be EffectiveSPEND TIME ON DIAGNOSIS FIRST
TWO OR THREE SMART OBJECTIVESLONG & SHORT
MASS & TARGETEDAIM FOR DIFFERENTIATION VIA POSITIONING
AIM EVEN MORE FOR DISTINCTIVENESS VIA CODESAMAZING CREATIVITY
AS MANY CHANNELS AS IS EFFECTIVELY POSSIBLETHREE LEAD AGENCIES, INTEGRATED BY THE CLIENT
COURAGE!