Is your marketing budget working for your business

1. Is your Marketing Budget Working for your Business? A simple tool that relates marketing activities to the bottom line October 2013 © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 1

2. Successful brand custodians resist investing in every touch point. Instead, they identify the most important brand touch points by gauging what impact they have on the bottom line. This insight becomes the guide for how marketing spend is channeled. © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 2

3. Agenda The Challenge The Good News Introduction to Brand Integrated © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 3 3

5. marketing spend “half the money I spend on advertising (marketing) is wasted; the trouble is I don't know which half.” John Wanamaker © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 5

6. groping in the dark Several organizations are groping in the dark when it comes to marketing investment © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 6

7. light at the end The Key Questions of the tunnel 1.  Which key touchpoints affect my business performance? 2.  How should my brand conduct itself at the key touchpoints to positively impact my business? 3.  Which are the key market segments that impact on the bottom line? 4.  Which are the main marketing activities that engage the target market to connect with my brand and business? © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 7

8. light at the end The Key Questions of the tunnel 1.  Which key touchpoints affect my business performance? 2.  How should my brand conduct itself at the key touchpoints to positively impact my business? 3.  Which are the key market segments that impact on the bottom line? 4.  Which are the main marketing activities that engage the target market to connect with my brand and business? © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 8

9. light at the end The Key Questions of the tunnel 1.  Which key touchpoints affect my business performance? 2.  How should my brand conduct itself at the key touchpoints to positively impact my business? 3.  Which are the key market segments that impact on the bottom line? 4.  Which are the main marketing activities that engage the target market to connect with my brand and business? © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 9

10. light at the end The Key Questions of the tunnel 1.  Which key touchpoints affect my business performance? 2.  How should my brand conduct itself at the key touchpoints to positively impact my business? 3.  Which are the key market segments that impact on the bottom line? 4.  Which are the main marketing activities that engage the target market to connect with my brand and business? © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 10

11. Great organizations constantly ask the critical questions that a professionally implemented brand and business strategy monitor will answer © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 11

12. Brand Brand Business Levers FrameworkTM Integrated Is your culture right for the brand? are your staff selling the product right? Are you engaging? saying the right things to the right people in the right manner? Marketing Staff Brand Business Optimization Statement Product Is the product right for the market? does it require more innovation? Are the processes and systems geared to build the brand and business? are they right for the brand and business? Support © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 12

13. make that great leap forward from good to great! © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 13

15. Brand Integrated’s Brand monitor gives a snapshot of how the brand is doing against desired results and why © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 15

16. About Brand Integrated © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 16

18. our integrated approach Step 2 Integration Integrated strategy formulation taking into account core business strategy and market dynamics Step 1 Interrogation Brand business audit across key areas Integration Step 3 Implementation Integrated implementation strategy optimizing relevant interventions and channels Measurement • Market Share • Brand Equity • Profitability • Growth • Sustainability © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. 18

19. integrated ecosystem © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. “Unless we integrate our thinking with that of the market– we will have no place in their hearts and minds “ Roberto Guizuetta – Coca Cola 19

Is your marketing budget working for your business

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Is your marketing budget working for your business