1. Antony Young

2. profitable Strategies for delivering marketing return on investment marketing communications

4. bottom line focus on the time to……..

5. marketing is a necessary investment for long term growth. 43% of financial directors believe 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. campaigns fail to create value. 84% of marketing Copernicus Marketing Consulting “ ”

9. marketing what is ROI?

10. or…

11. profit another name for

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

13. 1 outcomes, not outputs

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

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

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

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

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

21. 2 unifying the ROI agenda

22. 2

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

24. focus investing 3

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

26. Human beings don't want to stay focused, so my job is 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 3 “ ”

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

28. Targeting 16-24 target market focus 3

29. single product focus 3

30. focus on a single product solution 3

31. media channel focus Use of Media 3

32. focus investing CHECKLIST fewer bigger better 3

33. Double down on existing customers 4

34. Companies that focus on brand equity place brands on a higher pedestal than customers. Brands are magnets to 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’ “ ” 4

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

36. 4

37. 4

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

39. profitable Strategies for delivering marketing return on investment marketing communications