12 STEPS TO CREATING EFFECTIVE CAMPAIGNS · Content - ROI Supplied ROI Calculation In Action...
Transcript of 12 STEPS TO CREATING EFFECTIVE CAMPAIGNS · Content - ROI Supplied ROI Calculation In Action...
12 STEPS TO CREATING EFFECTIVE
CAMPAIGNS
Of 97 finalists, 43 Effies were awarded.
GOLD
BeveragesGovernmentRetailSportPharma
BeveragesBeveragesGovernmentRetailSportPharmaFoodAutoFinancial ServiceNot-For-Profit
BeveragesRetailSportPharmaFoodAutoFinancial Services
SILVER BRONZE FINALISTSGRAND EFFIE
AUSTRALIAN EFFIES 2017
22 15 541 6
Source: ThinkTV analysis: Effies 2017 Finalist Entries
2017 2016
THE BAR IS HIGH
2017 2016New news is not necessary
New products drive ROI
11%
0%
14%
50%
9%
0%
9%
17%
11%
0%
14%
50%
9%
0%
9%
17%
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Of 97 finalists, 43 Effies were awarded.AUSTRALIAN EFFIES 2017
97
Source: ThinkTV analysis: Effies 2017 Finalist Entries
40% of supplied ROI figures were calculated correctly.
Content - ROI Supplied ROI Calculation In ActionExample of ROI Calculation
ROI Correct
No ROI
AUSTRALIAN EFFIES 2017
100%
33%
0%
60%
67%
40%
77%
50%
23%
63%
30%
37%
OF THOSE WHO SUPPLIED AN ROI FIGURE HAD THE RIGHT ROI CALCULATION
40%
ROI
159%
Gross Sales increase $5,400,000
Gross Profit Margin 60%
Gross Profit increase $3,240,000
Campaign Cost $1,250,000
Gross Profit - Costs $1,990,000
Source: ThinkTV analysis: Effies 2017 Finalist Entries
You don’t need a huge budget to have an effective campaign.1. EFFECTIVENESS CAN’T BE BOUGHT
$3,340,000
$35,000$1,010,524
$5,318,899
$11,800,000
$15,500,000 $15,500,000
$0 $0 $0
$2,830,159$3,366,240
Gold Silver Bronze Finalist Overall
$4,227,662
$474,931$1,547,899
BRONZESILVERGOLD OVERALLFINALISTS
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Focus on delivering to tightly set objectives.2. FOCUS FOCUS FOCUS
Shortlisted campaigns have fewer goalsFocus on delivering to tightly set objectives, rather than a broad array of achievementsMixture of addressing consumer needs and marketplace opportunities.
Ave. Goal per campaign Australian Effies 2017
Gold
Silver
Bronze
Finalists
0 0.5 1 1.5 2 2.5 3 3.5
Goals per campaign
58%
42%
Predominantly Branding
Predominantly Activation Effies Gold, Silver, Bronze and Finalists started with clear business outcomes
100%
Sales
15%
33%
17%
32%
Sales and Comms
65%
60%
50%
32%
Comms
20%
7%33%
36%
Finalist
Silver
Gold
Bronze
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Gold Effie winners have simple strategies.3. KEEP THINGS SIMPLE
SUCCESSFUL CAMPAIGNS KEEP THINGS SIMPLE. IT’S HARD ENOUGH TO GRAB A CONSUMER’S ATTENTION,
IT’S IMPOSSIBLE TO HAVE THEM SPEND TIME DECIPHERING THE MESSAGE.
... 4
Simplicity of Strategy
5
4.2 4.4 4.8
Research is the foundation of effective marketing activities.
WINNERS WINNERS WINNERSQUAL AND QUANT QUANT QUAL
4. RESEARCH INFORMS OBJECTIVES
33% 13% 22%
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Data driven marketing decisions improve campaign measurement.
Behavioural Economics25 CASES
Econometrics0 CASES
Neuro Research0 CASES
5. MEASURE PERFORMANCE
13.95%16.27%
41.86% 27.90%
Quant only
Qual only
Quant and Qual
None
Simple strategies deliver results Goal setting is evidence based
TYPES OF GOALS
INSIGHT BASED FROM
RESEARCH
BESPOKERESEARCH
THIRD PARTY
RESEARCH
GOLD 100% 50% 67%
SILVER 82% 59% 86%
BRONZE 100% 60% 73%
FINALISTS 91% 48% 65%
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Finalists 4.0
Bronzewinner s 4.2
Silverwinner s 4.4
Goldwinner s 4.8
Source: Binet & Field 2017. Effectiveness in a changing Media Landscape
Broad reach works better than niche.6. TARGET EVERYONE
0.0%0.2%
0.6%
1.0%
1.4%
1.8%2017
0.4%
0.8%
1.2%
1.6%
Customers Non-Customers Both Broad Target (Mix of Customers/non-customers)Specific Target (Loyalists; Existing Customers)
65%
35%
Targeting
Broad Target (Mix of Customers/non-customers)
Specific Target (Loyalists; Existing Customers)
Winners had a clear view of their target audience
Finalists had a clear view of their target audience
2017 % of Effies Finalists who targeted Broad vs Specific
35%
35% 24%
65%Annu
al m
kt. s
hare
gro
wth
Consumer Insights - Essential for success
Winners
Finalists
28%
74%
49%51%
Goldwinners 100%
Silverwinners
100%Bronze
winners
82%
Finalists 93%
VS
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Ads that generate strong emotional responses have greater sales impact.
Emotional Reactions to Advertising
CREATIVITY
Attention
Weak
Weak
Strong Difference
DifferenceStrong
Sales Impact
50 58
128 167
7. CREATE EMOTION
$
! 16%16%
30%
Creativity can be used to solve broader business issues
Make headlines instead of writing them
Make it newsworthy
Different isn’t everything, distinct is just as powerful
Be authentic - honesty pays off
Source: ThinkTV: The Benchmark Series Emotions in Advertising 2017
SWEET SPOT FOR NUMBER OF CHANNELS IS 4
40%
83%
62%
83% of Gold winners had 4 channels62% of Silver winners had 4 channels
40% of Bronze winners had 4 channels
NUMBER OF MEDIA CHANNELS
1 2 3 4 5 6 7 8 9 10
It’s not just what you say, it’s when and where you say it.8. ALIGN CHANNELS TO OBJECTIVES
Sweet spot for number of channels is 5NUMBER OF MEDIA CHANNELS
47%
77%
100%
100% of Gold winners had 5 channels
77% of Silver winners had 5 channels
47% of Bronze winners had 5 channels
Finalist
Silver
Gold
Bronze
Media Channels
0.0%
40%
80%
120%
20%
60%
100%
TV
Online Video
Online Disp
lay
Mobile
Direct
(incl. E
DM)
Search
Social
Magazin
esPres
sRadio
CinemaOOH
PR/Activat
ion
CateloguesGym
High Impact Multi-touch Targeted
Source: ThinkTV analysis: Effies 2017 Finalist Entries
The best creative in the world is totally ineffective if no one sees it.9. MAXIMISE REACH
Source: Binet & Field 2017. Effectiveness in a changing Media Landscape
Total videoBroadcast TV
Subscriber VoD
Online video
OOH
Radio
News brands
Cinema
Social media
Messaging
SearchShopping/transacting
Other online
Internet for work
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 4.5
Aver
age
Daily
Hou
rs
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
TV
Online Video
Online Disp
lay
Mobile
Direct
(incl. E
DM)
Search
Social
Magazin
esPres
sRadio
CinemaOOH
PR/Activat
ion
CateloguesGym
Media Channels
Used TV in their campaigns
72%
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Source: Binet & Field 2017. Effectiveness in a changing Media Landscape
Source: Binet & Field 2017. Effectiveness in a changing Media Landscape
Earned is not an effective substitute because reach build is too slow.10. PAID MEDIA DRIVES GROWTH
Avg. SOM growth p.a.
Avg. SOM growth p.a.
0.0%
1.0%
2.0%
3.0%
0.9%
13%
26%2.6%
0.5%
1.5%
2.5%
Online u
npaid
Online
paid
0%
10%
20%
30%
5%
15%
25%
Effect
of
adding ow
nedEffe
ct of
addin
g earn
ed
0%
30%
70%
100%
10%
50%40%
80%
20%
60%
90%
PaidOwne
d
Earned
POE used
PAID88%
OWNED72%
EARNED55%
ONLINEUNPAID
ONLINEPAID
0.9%
2.6%
Source: ThinkTV analysis: Effies 2017 Finalist Entries
Use the right channels to reach the right people at the right time.11. SCALE DRIVES EFFECTIVENESS
0%
5%
10%
15%
20%
25%
30%
35%
29%
20%17%
15%
7%
2%3%
6%
10%
6%
TV
Outdoo
rRad
ioPre
ss
Online
Cinema
Sponsorsh
ip PR DM
Promos
WInners
Finalists
Goldsil
ver
Bronze
5.6
4.25
7
6.1
4.3
0
1
2
3
4
5
6
7
8 Ave. Channels Used
Effect of adding medium
Incr
ease
in a
vg. n
o. V
L bu
sine
ss e
ffect
s
BRONZESILVERGOLD
WINNERS FINALISTS
7 6.1
5.6 4.25
4.3
Source: Binet & Field 2017. Effectiveness in a changing Media Landscape Source: ThinkTV analysis: Effies 2017 Finalist Entries
Use the right channels to reach the right people at the right time.11. SCALE DRIVES EFFECTIVENESS
360˚communication makes for more effective Marketing campaigns Integrated campaigns: focus not a “Little-bit-of-everything” deliver most effectively360˚ communication makes for more effective Marketing campaigns
Integrated campaigns: focus not a “Little-bit-of-everything” deliver most effectively
Paid, Owned
and...
Paid and owned
Just Paid
Just
Owned
Just e
arned
Focuse
d Media
Multi Chan
nel
Highly Targ
etedVira
l
CRM Only
0
20
40
60
80
100
0
20
40
60
80
100
360˚ communication makes for more effective Marketing campaigns Integrated campaigns: focus not a “Little-bit-of-everything” deliver most effectively
Paid, Owned
and...
Paid and owned
Just Paid
Just
Owned
Just e
arned
Focuse
d Media
Multi Chan
nel
Highly Targ
etedVira
l
CRM Only
0
20
40
60
80
100
0
20
40
60
80
100 Finalist
Silver
Gold
Bronze
Source: ThinkTV analysis: Effies 2017 Finalist Entries
TV partners powerfully with other channels. Online amplifies TV’s effectiveness.12. TV & ONLINE, BETTER TOGETHER
32%
55% +Both
Neither
TV only
Online Video only
ONLINEVIDEO
TV
TV
25% ONLINEVIDEO
Source: Binet & Field 2017. Effectiveness in a changing Media Landscape Source: ThinkTV analysis: Effies 2017 Finalist Entries