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The Art & Science of Stratecution
- 1. Strategy: The New Normal September 30, 2010 1
- 2. STRATEGY IS MORE IMPORTANT THAN EXECUTION Right? 2
- 3. Overheard at the Office “I’m just executing… I prefer to work on more ‘strategic’ accounts…” 3
- 4. Current View Energy spent debating, perfecting, intellectualizing and testing Strategy Energy spent considering Execution 4
- 5. Another Way of Looking at it $$$$ Salaries spent debating, perfecting, intellectualizing and testing Strategy $$$$ Salaries spent working on Execution 5
- 6. “Even the best strategy is only a hypothesis.” –fastcompany.com
- 8. A Better Way? Energy spent considering Execution Energy spent debating, perfecting, intellectualizing and testing Strategy 8
- 9. The Truth is, They’re Hand-in-Hand Strategy -A top-down concept -Insight-driven -Rigorous and thoughtful -Set and followed Execution -Bottom-up -Everyday realities and real world complexities -Nimbleness and improvisation -Open to evolution, changing 9
- 10. 12/13/13 10
- 12. Stratecution Saved the Union 12/13/13 12
- 13. Stratecution is a competitive advantage 12/13/13 13
- 14. Core Tenets of Stratecution 1. Don’t Romance Theory 2. Beta Principle 3. Remain Stupid 4. Give a Damn 14
- 15. 1. Don’t Romance Theory Insight-led, but execution-driven Put the romance (and the money) on the “getting it done” part Kaizen
- 16. 1. Don’t Romance Theory The Parfait Strategy looks nice and neat on paper, but… – Layers and complexity
- 17. Cayenne display units designed for specific communications objectives throughout the funnel IT’S NEW: • There’s an all new Cayenne • It’s “More Porsche” than ever IT’S RELEVANT: • It’s everything that you want, with everything you need (more efficient, more luxurious, safer, etc.) IT’S POSSIBLE: • It fits in my budget/costs less than I thought IT’S AVAILABLE: • Here’s where I can spec one and/or find one
- 18. Content It’s New: • Video unit unveils arrival of Cayenn 18
- 19. It’s Relevant: Content • Rich and standard units provide users with both the emotional and rational sides of the new Cayenne 19
- 20. It’s Relevant: Content • Rich units let users to explore Cayenne interior 20
- 21. It’s Relevant: Content • Rich units provide users to explore Cayenne interior 21
- 22. Content Online Banners “Poster Lead Gen Offer” 22
- 23. Online Banners “Leipzig Lead Gen Offer” Content 23
- 24. It’s Possible and It’s available Content • Rich units let users search Cayenne inventory • Begin including pricing on all units 24
- 25. 1. Don’t Romance Theory Anti-Abstraction Think in terms of people and engagements “Realism is the heart of execution” –Larry Bossidy, author of “Execution: the discipline of getting things done”
- 26. CPO Creative - Monday
- 27. CPO Creative - Wednesday
- 28. CPO Creative - Wednesday
- 29. 1. Don’t Romance Theory The Only Constant Will Be Change The most brilliant plan ever developed isn’t perfect
- 30. Panamera Pre-Launch Strategy Sept Oct Nov Dec Jan Feb Mar Apr May Jun e July Aug DM PHASE 1 PHASE 3 2/12 Exterior 5/1 Specs/Build Accept/ Reject Digital Color-Chip 15K Exclusive Photos 275K It Gives 125K It Gives 25K Mini-Cat 35k USB Only 25k Self-Mail 50k USB/Photobook: 30KDealer Dist. Countdown “It Gives” In-Banner Flash TBD Pixels TBD On Sale Road to… Oct 7/1 Pre-launch Roll-Fold: 50K Self-Mailer: 300K t PHASE 4 11/24 Interior Sketchbook: 250K PHASE 2 Sep UC Invite Specs/Con figure TBD SEARCH UC/Web Experience
- 32. 2. Beta Principle Change the focus from spending time and money perfecting up-front to spending time and making money perfecting after launch “You’ve got to jump off cliffs all the time and build your wings on the way down.” –Annie Dillard "Once the percentage of information required is in the 40 to 70 range, go with your gut.” –Colin Powell
- 33. 2. Beta Principle There’s No Such Thing as Perfection Often, good enough is good enough… to begin, at least Plus, for the consumer, the “Launch” has probably already happened
- 35. 2. Beta Principle From Hypothetical to Real The real work of making real connections with real people
- 36. Original agreement on Cayenne success metrics Communication Measurement & Success: Engagement • Time on site, page views, poster generation, etc. • Movement down the funnel • Click through’s for more information: Webspecial and porscheusa.com • Click through’s to further shopping behaviors: porschedealer.com/find a dealer, configurator, set up a test drive • Lead Generation These are projected areas of measurement. Final measurement strategy will inform and be informed by final site experience.
- 37. Revised Cayenne Success Metrics based on consumer behavior – “Measuring the Virtual Tire-kick” General Interest Making the Shopping List •Avg. pages/visit •Avg. time on site/visit •Site pics •Video plays Weighted 40% •Site Cumulative/ Media N/A •Site Cumulative/ Media N/A •Site Cumulative/ Media – 20% •Site Cumulative/ Media – 20% Virtual Shopping Intent •Dealer Inventory Banners •Build your Cayenne •Specs and MSRP Action Weighted 40% Real Shopping •Find a Dealer •Clicks to dealer.com •Site N/A/ Media – 10% •Site Cumulative/ Media – 10% •Site Cumulative/ Media – 20% Weighted 20% •Media – 10% •Media – 10% Weight determined by upper funnel and lower funnel impressions mix. Cumulative totals will garner a index. This index will be used moving forward to determine the success of the 37 12/13/13 37
- 38. Phase II Cayenne Proposed Site Refresh Build your Cayenne **Need a button/graphic; can use the outlined profile of the Turbo above 38
- 39. Build your Cayenne Search Inventory **Tiffany, add detail regarding pop-up inventory 39
- 41. 2. Beta Principle A Bias for Action Don’t expect to win with one “home run” “We have a ‘strategic’ plan. It’s called doing things”. –Herb Kelleher Iterative
- 43. Repurposed available Panamera materials has proven successful • Photo mailing re-sent to new 40K new dbase entrants • Reg page confirms interest and reinforces USB offer • Poster mailing sent to competitive prospects and Insider “look-alikes” • Creative that romanced the interior is important to conquests • High-value USB was successful “carrot” for both audiences (10+% response rate)
- 44. Brought to the part new ideas to every Optimization meeting
- 45. 3. Remain Stupid Develop a learning culture. “The stupider you are, the faster you learn” Acknowledge your incompetence Knowers vs. Learners
- 46. 3. Remain Stupid Measure Measure Measure For dissecting, benchmarking, learning, improving Test and try new things
- 47. While the “New Utility” Book has only 303 definitions… “New Utility” Book •12,315 People are reading others definitions: 69,652 Button clicks – over 54,000 are Next Page in the Utility Book Utility Book unique pageviews (with 3,870/1:39 of them ‘recent’ & 1,643/3:18 ‘popular’) 47
- 48. 3. Remain Stupid “Fail faster. Succeed sooner” David Kelley/Ideo Be willing to accept failure – in order to drive to success Focus on outcome, not input or in-going assumptions
- 49. Cayenne “Insider” DM – Failing, in order to succeed Mailing 1: .14% Conversion/response rate
- 50. Changed Mailing 2 and 3 based on learning Mailing 2 &3: 4.13% Conversion/response rate
- 51. 4. Give A Damn For excellence. For improvement. For learning. People are the most important element.
- 52. Implications of Stratecution - Criticality of in-going objectives and agreed-upon outcomes - The importance of Campaign Management and flawless execution - Watching and listening - Build in time and pit-stops to assess and make changes - Expect to fail and course-correct - Don’t expect to hit one home run – aim for LOTS of base hits - Change is good
- 53. thank you Any and all ideas, concepts and/or strategies, including trademarks or trade descriptions which are part of this presentation are the sole property of Cramer-Krasselt and shall not be used without the express written authorization of Cramer-Krasselt. © 2010 Cramer-Krasselt 53
Editor's Notes
- There are Strategy Consultants There are “Chief Strategy Officers” There’s Strategic Planners Strategy is the “Head”; execution just the “arms & legs” Obviously, I’m joking – you guys know better than anyone… Today’s marketing world – complexity, fragmentation, user control, trackability – execution and getting things done well is paramount
- My thinking on this began about a year ago. An AS who worked for me said this – her view was not unique… I myself used to think that developing the Big Idea was all the heavy lifting necessary – like putting the snowball at the top of the mountain. Execution was just pushing it down the hill…
- Most business leaders think this way
- We have to remember a strategy is a theory, a hypotheses… Things change Things cannot be controlled Things cannot be perfected Real world is a harsh crucible… Like football coaches: devise the best strategy… But players must execute flawlessly And plans change based on the action and results on the field Strategy is only first in order, not in priority. (While success may rely on a good strategy, depends even more on how it is executed Demands flexibility, Can be modified, improved and adapt to changes, Monitored and communicated)
- We are in a business about innovation and creativity. The old models are gone. Control over message, medium, and consumer are scant. As certainty declines, the value of your top-down strategy declines as well.
- Strategy and Execution are not two different phases They’re Hand in hand Strategy is made smarter by brilliant execution, optimization, evolution…)
- US Grant - New dimension: ability to learn from the battlefield, vs. rigid adherence to the textbooks
- Billy Beane - A strategy, based on real world dynamics, not theories.
- Too much time, money and effort wasted on waxing poetic about the strategy. In trying to bottle it and keep it perfect and have it pushed down throughout all efforts. Japanese got it right 75 years ago with Kaizen
- Can develop a one-line, or one-page strategy… but the real world, and your real consumers, are a bit more complex and layered.
- Where the rubber meets the road.
- John Doyle calls it “Always on” Our insiders knew about the car before we told them. They’re hungry for the news. A launch no longer starts when you want it to. And it sure as hell doesn’t end because you stopped making executions…
- You can really tell when someone “feels it”.