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Savings e Investimenti Pubblicitari
Conclusioni
Milano, 4 Marzo, 2010 Four Seasons Hotel
Paola Furlanetto CEO & Founding P...
2 Best Practises
Low Quality
Competitive Cost
High Quality
Not competitive cost
High Quality
Competitive Cost
Low Quality
Not competitive c...
Il nostro ruolo
Low Quality
Competitive Cost
High Quality
Not competitive cost
High Quality
Competitive Cost
Low Quality
N...
Il nostro ruolo
Low Quality
Competitive Cost
High Quality
Not competitive cost
High Quality
Competitive Cost
Low Quality
N...
Il nostro ruolo
Supportare l’utenza pubblicitaria a posizionarsi nel quadrante più congeniale.
Low Quality
Competitive Cos...
Il nostro ruolo
Supportare l’utenza pubblicitaria a posizionarsi nel quadrante più congeniale.
Low Quality
Competitive Cos...
Non lasciate che l’efficienza
distrugga l’efficacia
Il migliore Ritorno Sugli Investimenti
si ottiene talvolta contattando...
:
Tendenze I Costi
Savings
Advertising
Savings Media Best Practises
1. Cresce
attenzione
al costo
(oggi in
equilibrio
con ...
Grazie per l’attenzione
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Savings e investimenti pubblicitari: Wrap up & Best practises 4 marzo 2010- Furlanetto -

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Non lasciate che l'efficacia distrugga l'efficienza.

Il ruolo dell'auditor: fotografare la posizione dell'utenza pubblicitaria nel quadrante costo/qualita'.
Identificarei sistemi di controllo per posizionarsi dove le è congeniale.

Veröffentlicht in: Daten & Analysen
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Savings e investimenti pubblicitari: Wrap up & Best practises 4 marzo 2010- Furlanetto -

  1. 1. Savings e Investimenti Pubblicitari Conclusioni Milano, 4 Marzo, 2010 Four Seasons Hotel Paola Furlanetto CEO & Founding Partner A+
  2. 2. 2 Best Practises
  3. 3. Low Quality Competitive Cost High Quality Not competitive cost High Quality Competitive Cost Low Quality Not competitive cost Costi Non competitivi Costi competitivi Qualità Bassa Qualità Alta
  4. 4. Il nostro ruolo Low Quality Competitive Cost High Quality Not competitive cost High Quality Competitive Cost Low Quality Not competitive cost Costi Non competitivi Costi competitivi Qualità Bassa Qualità Alta
  5. 5. Il nostro ruolo Low Quality Competitive Cost High Quality Not competitive cost High Quality Competitive Cost Low Quality Not competitive cost Costi Non competitivi Costi competitivi Qualità Bassa Qualità Alta
  6. 6. Il nostro ruolo Supportare l’utenza pubblicitaria a posizionarsi nel quadrante più congeniale. Low Quality Competitive Cost High Quality Not competitive cost High Quality Competitive Cost Low Quality Not competitive cost Costi Non competitivi Costi competitivi Qualità Bassa Qualità Alta
  7. 7. Il nostro ruolo Supportare l’utenza pubblicitaria a posizionarsi nel quadrante più congeniale. Low Quality Competitive Cost High Quality Not competitive cost High Quality Competitive Cost Low Quality Not competitive cost Costi Non competitivi Costi competitivi Qualità Bassa Qualità Alta
  8. 8. Non lasciate che l’efficienza distrugga l’efficacia Il migliore Ritorno Sugli Investimenti si ottiene talvolta contattando pochi consumatori. E’ davvero questo che vogliono le aziende?
  9. 9. : Tendenze I Costi Savings Advertising Savings Media Best Practises 1. Cresce attenzione al costo (oggi in equilibrio con la qualità: le aziende sono alla ricerca del “perfetto” trade- off costi benefici) 2. Ritorno ai grandi target di comunicazione (Adulti, RA) 1. Con la riduzione margini fornitori, diminuisce il vantaggio competitivo dei “best buyer” . 2. Deflazione: non si rilevano dati omogenei ma forti variazioni (per target, mese, settore della comunicazione). 1. Controllare è risparmiare (4-13%) 2. Ottimizzare val più che negoziare (vale, mediamente ,il doppio: 14% vs 7%) 3. Usare (anche) TV Sat per raggiunge- re coperture alte (savings: 5% -10% su spesa incrementale) 4. I Mezzi “minori” hanno ancora ampi margini di ottimiz- zazione(oltre 100%!) 5. Idee chiare per evitare gli sprechi Alert: 6. Chi meno spende… meno ne prende (di copertura) 1. Progressivo e costante miglioramento degli investimenti in comunica- zione nel sistema a matrice (da: no quality high cost a: low cost , high quality attraverso stadi intermedi) 2. Non lasciate che l’efficienza distrugga l’efficacia. 1. Listino: aggiornamento periodico, focus sui costi pesanti (savings sino al 65%) 2. Stampa: la reattività al mercato paga (savings fino al 17%) 3. Business Partner: concentrare i budget sui best performer (savings sino al 40%) 4. Consultazioni: prevenire è meglio che curare (time savings fino al 45% e oltre) 5. Consultazioni: aprire i propri orizzonti (qualità migliorabile fino al 38%)
  10. 10. Grazie per l’attenzione

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