Strategies to deliver Marketing Return on Investment made to the Newhouse Media School at Syracuse University.

1. Young

2. profitable
communications
Strategies for delivering
marketing return on investment

4. time to……..
focus on the

5. “43% of financial directors believe
marketing is a necessary investment
”
for long term growth.
Source: Survey of CFO’s and finance directors of the top 1000 companies in the UK conducted by KPMG
and the Financial Times

6. agencies aren’t nearly focused enough on
marketing ROI

7. when agencies talk about advertising effectiveness,
they really mean….
branding

8. “84% of marketing
campaigns fail to create
value.”
Copernicus Marketing Consulting

9. what is
ROI?

10. or…

11. another name for

12. our
to profitable marketing
1. outcomes not outputs
2. unifying the ROI agenda
3. focus investing
4. Double-down on your
existing customers

13. 1
outcomes, not
outputs

14. 1 outputs:
reach & frequency, CPM’s
awareness
click-throughs
cost per acquisition
brand equity
measurable, but lack boardroom credibility
or inspiration for communication ...

15. 1 outcomes, not outputs
• Clear line of sight
• A few key metrics

16. metrics need to be pro-active
1 rather than defensive

19. Hot N Cold Cherry
Chocolate Cappuccino
Katy Perry
Hooburrito
Hoobastank
The Great EggsSteak
BoysLikeGirls

20. 1 outcomes, not outputs
CHECKLIST
• Clear line of sight
• A few key metrics
• Pro-active rather than defensive

21. 2
unifying the ROI agenda

22. 2

23. 1.
2 7. Build a
Review 2.
Team
Process Align the
ROI
Objectives
6.
Deploy Data Unifying the
Strategically ROI Agenda
3.
Establish
Metrics
5.
4.
Establish
Initiate
marketing
Marketing
dashboard
Communication
Development

24. 3
focus
investing

25. 3
marketing campaigns that
lack focus
poorly allocated or inefficient
spending
ill-defined targeting
weak positioning
too many messages
too many metrics

26. 3
“ Human beingsso my wantisto
don't
stay focused, job to
get them to focus their
creativity around the focus;
focus their productivity
around the focus; focus
their efficiency or
effectiveness around the
”
focus.
A G Lafley, Chairman & CEO Procter & Gamble

27. 3 product feature focus
superior color stain fragrance
cleaning fighting
protection detergent

28. 3 target market focus
Targeting 16-24

29. 3 single product focus

30. 3 media channel focus
• Use of Media

31. 3 focus investing
CHECKLIST
• fewer
• bigger
• better

32. 4
Double down
on existing
customers

33. 4
“ Companies that focus customers. Brands are brands ontoa
on brand equity place
higher pedestal than magnets
attract new customers, and anchors to hold existing
ones. It must never be forgotten that it is customers,
”
not brands that deliver profits
Nick Wreden author of ‘Profit Brand’

34. 4
“US businesses lose half their
customers every five years”

35. 4

36. 4

37. our
to profitable marketing
1. outcomes not outputs
2. unifying the ROI agenda
3. focus investing
4. Double-down on your
existing customers

38. profitable
communications
Strategies for delivering
marketing return on investment