Is your marketing budget working for your business 15012014v3
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Transcript of Is your marketing budget working for your business 15012014v3
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1© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
Is your Marketing Budget Working for your Business?
A simple tool that relates marketing activities to the bottom line
January 2014
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2© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
Successful brand custodians resist investing in every touch point. Instead, they identify the most important brand touch points by gauging what impact they have on the bottom line. This insight becomes the guide for how marketing spend is channeled.
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3© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
3
Agenda
The Challenge
What we can do about it
How it will work
Introduction to Brand Integrated
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4© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
The Challenge
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5© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
marketing spend
“half the money I spend on advertising (marketing) is wasted; the trouble is I don't know which half.”John Wanamaker
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6© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
groping in the dark
Several Organizations are groping in the dark when it comes to marketing investment
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7© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
light at the end of the tunnel
1. Which key touchpoints affect my business performance?
2. How should my brand conduct itself at the key touchpoints to positively impact my business?
3. Which are the key market segments that impact on the bottom line?
4. Which are the main marketing activities that engage the target market to connect with my brand and business?
The Key Questions
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8© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
light at the end of the tunnel The Key Questions
1. Which key touchpoints affect my business performance?
2. How should my brand conduct itself at the key touchpoints to positively impact my business?
3. Which are the key market segments that impact on the bottom line?
4. Which are the main marketing activities that engage the target market to connect with my brand and business?
![Page 9: Is your marketing budget working for your business 15012014v3](https://reader037.fdocuments.net/reader037/viewer/2022110302/54877ccdb4af9f8c0d8b545c/html5/thumbnails/9.jpg)
9© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
light at the end of the tunnel The Key Questions
1. Which key touchpoints affect my business performance?
2. How should my brand conduct itself at the key touchpoints to positively impact my business?
3. Which are the key market segments that impact on the bottom line?
4. Which are the main marketing activities that engage the target market to connect with my brand and business?
![Page 10: Is your marketing budget working for your business 15012014v3](https://reader037.fdocuments.net/reader037/viewer/2022110302/54877ccdb4af9f8c0d8b545c/html5/thumbnails/10.jpg)
10© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
light at the end of the tunnel The Key Questions
1. Which key touchpoints affect my business performance?
2. How should my brand conduct itself at the key touchpoints to positively impact my business?
3. Which are the key market segments that impact on the bottom line?
4. Which are the main marketing activities that engage the target market to connect with my brand and business?
![Page 11: Is your marketing budget working for your business 15012014v3](https://reader037.fdocuments.net/reader037/viewer/2022110302/54877ccdb4af9f8c0d8b545c/html5/thumbnails/11.jpg)
11© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
Great organizations constantly ask the critical questions that a professionally implemented brand and business strategy monitor will answer
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12© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
Brand Integrated Brand Business Levers FrameworkTM
Marketing
Staff
Product
Support
Brand Business
Optimization Statement
Is the product right for the market? does it require more innovation?
Is your culture right for the brand? are your staff selling the product right?
Are the processes and systems geared to build the brand and business? are they right for the brand and business?
Are you engaging? saying the right things to the right people in the right manner?
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13© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
make that great leap forward from good to great!
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14© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
The Good News!
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15© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
Brand Integrated’s Brandmonitor gives a snapshot of how the brand is doing against desired results and why
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16© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
About Brand Integrated
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17© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
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18© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
our integrated approach
Step 1 Interrogation
Brand business audit across key areas
Step 2 Integration
Integrated strategy formulation taking into account core business strategy and market dynamics
Step 3 Implementation
Integrated implementation strategy optimizing relevant interventions and channels
Integration
Measurement
• Market Share• Brand Equity• Profitability• Growth• Sustainability
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19© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.© Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.
Let’s Talk!