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MARKETING IN THE ERA
OF ACCOUNTABILITY
880 CASESTUDIES
SUMMARY
The report goes through 880 cases from
all around the world and measures their
effectiveness. It seeks to find out how
and ...
BRIEFING
CHAPTER 1
Concrete objectives for a campaign
helps making it more successful
Hard Objectives(Behavior and business)
Are generally mo...
HIERARCHY OF OBJECTIVES
Business
Behavoiral
Intermediate
KAPITTEL 1
Those with a objective to increase profitability does
substantially better than others
Profitability as KPI is recommended...
Market share as KPI is easier to track than sales
It has to be clear for the creative team how the
campaign will be tracke...
Penetration as objective are more likely to lead
to a successful outcome
Loyalty as a tactic is not recommended, since it
...
Communications
Strategy
CHAPTER 2
KAPITTEL 2
Emotional
Campaigns
Information
Campaigns
FAME
Campaigns
Persuasion
Campaigns
Reinforcement
Campaigns
Complex
C...
Emotional campaigns give the best results
Most likely to create big and/or many results
Generates more numerous intermedia...
Emotional campaigns are more imporant
for mature and in declining categories.
Rational campaigns have greater effects
for ...
Measuring and
Evaluating a campaign
CHAPTER 3
Demonstrate and prove the effects by measuring
usage and attitudinal changes in the brands
campaign period
Precise measuri...
An imporatant emelemt of the strategy is to
increase awareness subconsciously
Brand awareness and image is not always
impo...
Pre-testing isn't always a good idea.
In some cases where it was reported good pre-
test results the campaign tended to do...
ESOV
CHAPTER 4
The Nielsen analysis included two years of
media and sales over the periode
2006-2008, for 123 brands in 30 FMCG
Categorie...
TBD
SOMSOV =ESOV
TBD
MARKEDSANDELSHARE OF VOICE
EXCESS SHARE OF VOICE
=
TBD
=ESOV GROWTH
KAPITTEL 4
The model which determines the level of
share growth for a brand is called Excess
Share of Voice(ESOV)
In other...
The relation between ESOV and market-share
growth is confirmed.
An average of 0.5% points of market-share
growth can be ex...
-60% -40% -20% 20% 40% 60% 80% 100%
10%
20%
30%
40%
50%
60%
-40%
-30%
-20%
-10%
TBD
SHAREOF
VOICEOVERSKUDD
SHAREOFVOICEUND...
TBD
BUT CREATIVITY
GIVES YOU WHAT
MONEY CAN BUY
MONEY CAN
BUY SUCCESS
KAPITTEL 4
So to a certain degree marketshares can be bought
But the unfair advantage that any marketer can exploit
is the...
-60% -40% -20% 20% 40% 60% 80% 100%
10%
20%
30%
40%
50%
60%
-40%
-30%
-20%
-10%
TBD
SHAREOF
VOICEOVERSKUDD
SHAREOFVOICEUND...
-60% -40% -20% 20% 40% 60% 80% 100%
10%
20%
30%
40%
50%
60%
-40%
-30%
-20%
-10%
TBD
SHAREOF
VOICEOVERSKUDD
SHAREOFVOICEUND...
Spend money ahead of your marketshare.
Avoid the temptation of stressing into the
development of a campaign before you kno...
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Marketing in-the-era-of-accountability-presentation

How a business can use marketing and creativity in the best way possible

Marketing in-the-era-of-accountability-presentation

  1. 1. MARKETING IN THE ERA OF ACCOUNTABILITY
  2. 2. 880 CASESTUDIES SUMMARY
  3. 3. The report goes through 880 cases from all around the world and measures their effectiveness. It seeks to find out how and why they were so effective. It also looks at how a business should best spend their marketing budget and how to structure their marketing KAPITTEL INTRODUCTION
  4. 4. BRIEFING CHAPTER 1
  5. 5. Concrete objectives for a campaign helps making it more successful Hard Objectives(Behavior and business) Are generally more sucessful KAPITTEL 1 The campaign Need clear objectives
  6. 6. HIERARCHY OF OBJECTIVES Business Behavoiral Intermediate KAPITTEL 1
  7. 7. Those with a objective to increase profitability does substantially better than others Profitability as KPI is recommended to show the impacts of a campaign. Market share is more important than sales. Campaigns targeting growth in market share, have a greater chance to be successful than those targeting sales KAPITTEL 1 The campaign needs a clear objectives hierarchy
  8. 8. Market share as KPI is easier to track than sales It has to be clear for the creative team how the campaign will be tracked and measured, for them to be foucsed on the right angles for the campaign. Focus on share value, not share volum Reduced price sensitivity is the most sucessful way to increased profitability. The conclusion on business objectives is that you should aim on increased profitability, or reduced price sensitivity, market share above sales as secondary objective, and share value as KPI instead of share volum KAPITTEL 1
  9. 9. Penetration as objective are more likely to lead to a successful outcome Loyalty as a tactic is not recommended, since it rarely leads to successful marketing Quality as a campaign objective is more important than brand image. This helps reducing the price sensitivity. These types of campaigns are most successful, together with Fame, when looking at profitability. A brands marketshare, or position, can also help lead to a change in quality perception. KAPITTEL 1
  10. 10. Communications Strategy CHAPTER 2
  11. 11. KAPITTEL 2 Emotional Campaigns Information Campaigns FAME Campaigns Persuasion Campaigns Reinforcement Campaigns Complex Campaigns FIVE TYPES OF CAMPAIGNS
  12. 12. Emotional campaigns give the best results Most likely to create big and/or many results Generates more numerous intermediate effects Outperform rational campaigns on attitudinal dimensions This gives us a dilemma; Emotional vs Rational Emotional is harder to track, while rational is easier but less likely to produce results KAPITTEL 2 What campaigns gives best effect Emotional Campaigns
  13. 13. Emotional campaigns are more imporant for mature and in declining categories. Rational campaigns have greater effects for new and in growth categories. Direct behavioral changes is one of the areas where rational approaches seem more effective than emotional KAPITTEL 2
  14. 14. Measuring and Evaluating a campaign CHAPTER 3
  15. 15. Demonstrate and prove the effects by measuring usage and attitudinal changes in the brands campaign period Precise measuring of attitudes and behavior changes that the campaign aims at. Remember to have balance in the tactics and objectives. Large market-share growth, is associated with several business effects. Taylor the research so you only measure what you wish to accomplish When brand loyalty increases, will penetration growth almost always be as large or larger. KAPITTEL 3 Campaign measuring
  16. 16. An imporatant emelemt of the strategy is to increase awareness subconsciously Brand awareness and image is not always important for strong effects. More than half of the campaigns that were sucessful in business measurements, reported little or no improvement on the brands image. Improvements in awareness and image is not a necessity for a campaign to be successful. Long-time effects is acheieved through emotional messages, since the message stays longer in the recievers mind The power of emotional campaigns doesn’t have so much to do with the persuasiontactic, but how easy it is to remember KAPITTEL 3 Evaluation
  17. 17. Pre-testing isn't always a good idea. In some cases where it was reported good pre- test results the campaign tended to do worse, than those who didn’t pre-test, when the campaign was over. Impressions we have of a brand might have been established long before the campaign. Since most of the impressions people have of a brand has been established long before the campaign is shown, it is very difficult to consider it to be reliable feedback when your researchers provoke awareness in an post-campaign evaluation. KAPITTEL 3 PRE-TESTING
  18. 18. ESOV CHAPTER 4
  19. 19. The Nielsen analysis included two years of media and sales over the periode 2006-2008, for 123 brands in 30 FMCG Categories. The analysis looked closer at the impact that brands SOV have in the first year on sales over the two-year period and used the ground sales to exclude the effects distribution changes, price promotions etc. KAPITTEL 4 EVIDENCE
  20. 20. TBD SOMSOV =ESOV
  21. 21. TBD MARKEDSANDELSHARE OF VOICE EXCESS SHARE OF VOICE =
  22. 22. TBD =ESOV GROWTH
  23. 23. KAPITTEL 4 The model which determines the level of share growth for a brand is called Excess Share of Voice(ESOV) In other words, to grow in your marked you need to overinvest in communication The consequence of this is at no one can guarantee the same level of business results if ESOV becomes a declining result of underinvesting in the communications mix Which means that if you underinvest, you can expect a decrease in your brands market- share. Money can Buy success
  24. 24. The relation between ESOV and market-share growth is confirmed. An average of 0.5% points of market-share growth can be expected per 10% points of ESOV. Therefore can a brand with market- share at 20.5% and ESOV on 10% expect a growth to 21% in 1 year. The level of growth achieved per point of ESOV, varies considering the size of the brands size. KAPITTEL 4 Keyfindings from The Nielsen analysis
  25. 25. -60% -40% -20% 20% 40% 60% 80% 100% 10% 20% 30% 40% 50% 60% -40% -30% -20% -10% TBD SHAREOF VOICEOVERSKUDD SHAREOFVOICEUNDERSKUDD Ikke kreativt belønnet reklame VEKST I MARKEDSANDEL TAP AV MARKEDSANDEL
  26. 26. TBD BUT CREATIVITY GIVES YOU WHAT MONEY CAN BUY MONEY CAN BUY SUCCESS
  27. 27. KAPITTEL 4 So to a certain degree marketshares can be bought But the unfair advantage that any marketer can exploit is the power of creativity. The link between Creativity and Effectivness analysed the relation between creativly awarded campaigns and its effectiveness. These are extremely valuable. Creatively awarded campaigns generates on average 5.7% points of market-share growth per 10% points of ESOV, compared to 0.5% per 10% points of ESOV for non-award winning campaigns.
  28. 28. -60% -40% -20% 20% 40% 60% 80% 100% 10% 20% 30% 40% 50% 60% -40% -30% -20% -10% TBD SHAREOF VOICEOVERSKUDD SHAREOFVOICEUNDERSKUDD Kreativt belønnet reklame Ikke kreativt belønnet reklame VEKST I MARKEDSANDEL TAP AV MARKEDSANDEL
  29. 29. -60% -40% -20% 20% 40% 60% 80% 100% 10% 20% 30% 40% 50% 60% -40% -30% -20% -10% TBD SHAREOF VOICEOVERSKUDD SHAREOFVOICEUNDERSKUDD Kreativt belønnet reklame Ikke kreativt belønnet reklame VEKST I MARKEDSANDEL TAP AV MARKEDSANDEL
  30. 30. Spend money ahead of your marketshare. Avoid the temptation of stressing into the development of a campaign before you know at what level the budget are. If the brand does not invest ahead of their current position, the chance of growth will be highly reduced. Treat creativity as an essential, not a nice-to-have. Creativity is not a subsidiary, besides proper marketing investments, it is the biggest tool for growth for a brand. KAPITTEL 4 Two Ingredients For success

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