SMS Creative Performance

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Exciting advances in the communications industry bring jarring challenges to agency ways of working; and perceived threats, as expressed in the following verbatims from creative leaders in Mexico.   Data should be embraced, through strategy, to nurture better relations with clients, and as a result, better creative output. Shawn McDonough 2019
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  • 1. “What is creativity worth?” AGENCY VERBATIMS AND EXTRACTS FROM COMMS PROJECTS SHAWN MCDONOUGH 2019 CREATIVE PERFORMANCE
  • 2. In my trajectory from creative to strategy to media, I’ve witnessed a communications industry close the gap between idea and results. Yet these exciting advances bring jarring challenges to agency ways of working, and perceived threats as expressed in the following verbatims from creative leaders in Mexico. My point of view is that data should be embraced, through strategy, to nurture better relations with clients, and as a result, better creative output. CREATIVE PERFORMANCE AGENCY VERBATIMS AND EXTRACTS FROM COMMS PROJECTS SHAWN MCDONOUGH 2019
  • 3. “Creativity is being commoditized.” WHAT ARE WE DOING TO DEFEND CREATIVITY’S VALUE?
  • 4. Creativity’s effectiveness is in the data …let’s do the numbers! There are many ways to quantify creative effectiveness: such as earned impressions, improved conversion rates, or sales/brand lift studies. It’s a question of committing to clients’ expectations of agency accountability. MMM (Marketing Mix Modeling) ATTRIBUTION TO ROI, Alcoholic Beverage Brand 2018 1.26 1.87 0.55 0.06 0.00 0.50 1.00 1.50 2.00 Advertising ROI Creative effectiveness (Asset adjustment) Media Effectiveness (weekly weighting) Campaign ROI
  • 5. “Clients don’t seem to care about Brand, only promotions.” WHAT ARE WE DOING TO EXPAND CREATIVITY’S EFFECT?
  • 6. The consumer journey establishes comms tasks …define the messaging structure. “Promotion” is a legitimate messaging task, yet should be targeted with precision and as part of a value proposition— teamed with equity and relevance building activity. Given rational arguments based on data, marketers will let down their guard with agencies. AUDIENCE DESIGN AND MESSAGE MANAGEMENT, Automotive Brand 2019 SUV Model Demographic Audience 6.8M SUV Lifestyle Prospects 4.7% 321K SPILL 96.8% HIT 81.7% 262K MISSED 59K 18.3% SUV Shoppers In-market 30 days 26.8K HIT 97% AWARENESS CONSIDERATION PURCHASE INTENT Reach Relevance Recruit Brand Positioning Digital “personal” media, interactive formats Informative formats, sequential messaging Mass “shared” media, low cost per million Emotional Benefits Rational attributes CAMPAIGN LIFESTYLE A MESSAGE LIFESTYLE C MESSAGE FEATURE 1 LIFESTYLE B MESSAGE PROMOTION FEATURE 2 FEATURE 3 FINANCING Consumers buy a car every 4.1 years (average). It takes 3 months (average) to buy a car. 97% of consumers use digital media to shop for a car. MESSAGING/MEDIAOBJECTIVE/KPIOPPORTUNITYBEHAVIOR Consumer cluster: shops for price. Trigger late shopper response
  • 7. “Clients don’t want to pay for great ideas.” BUT, HOW ARE WE MEASURING GREATNESS?
  • 8. OFFLINE: TV OFFLINE: RADIO ONLINE: SOCIAL ONLINE: DISPLAY Great ideas provoke the culture …and create incremental return. Campaigns implemented with gated amplification tactics assure that we get the biggest bang for our ideas. Think of data as an objective third party to evaluate our work, and ease the discussion with clients. AUDIENCE/ASSET PERFORMANCE REVIEW, Apparel Brand 2019 AUD UNI IMP FRQ %RC %ER INDX MAMÁ 6M 7.1M 1 23% 1.0% 72 JOVEN 5.6M 18.8M 3 11% 1.2% 117 GODÍN 5.1M 20.3M 4 14% 1.0% 126 AUD UNI IMP FRQ #RCH %RCH INDX MASS 12.4M 37.8M 3 11.8M 94% 131 AUD UNI IMP FRQ #RCH %RCH INDX MASS 17.3M 18.1 1 3.7M 21% 142 AUD UNI IMP FRQ #RCH %RCH INDX MASS 11.8M 35.2 3 2.1M 17% 101 AUD UNI IMP FRQ %RC %ER INDX MAMÁ 3.2M 9.1M 3 7% 1.5% 112 JOVEN 4.6M 18.8M 4 21% 1.3% 103 GODÍN 5.7M 7.3M 1 9% 1.0% 56 AUD UNIV IMP FRQ #CTR %CTR INDX 30 DAY .7M 4.1M 5 46K 6.6% 239 AUD UNI IMP FRQ #RCH %RCH INDX MASS 9.4M 18.8M 2 6.8M 72% 81 Not achieving planned volume REACH RELEVANCE RECRUIT Poor engagement, change audience Excellent conversion, repeat assets
  • 9. “My creatives are stuck in the 30 second spot.” WHAT ARE WE DOING TO HELP CREATIVES EVOLVE?
  • 10. Great creatives are strategists …harness their thinking, shift to consultancy. We should seek two outcomes from our creative presentations: great creative and great conversation. To enhance client satisfaction and assure retention, we need to be in front of marketers more often, with our unique POV. CREATIVE/CULTURAL INTERVENTION, Telecommunications Brand 2019 Product Placement Memes Lucha-influencers 5” Video Social TV Abierta OOH Search Areas for disruption:Creative territory: Lucha Libre Appropriate partners Primetime scandal Own the street Transfer spot to realtime personalities Actions:
  • 11. “To do great creative, you need a friend.” WHAT ARE WE DOING TO GAIN CLIENTS’ TRUST?
  • 12. Show interest in your clients’ business …monitor the metrics, together. Creatives, planners, “cuentas” —and agencies in general, drop the ball halfway through the game. We should be excited to monitor creative results, and willing to adjust when appropriate. The data will control clients’ inclination to abuse of our enthusiasm. PERFORMANCE PITSTOPS, CPG Brand 2019 Dashboarding Responsable:AllStakeholders VISUALIZATION CONSTANT PerformanceReport Responsable:ProjectLeadership OPTIMIZATION DAILY BusinessReview Responsable:AccountLeadership EVALUATION MONTHLY PerformanceReview Responsable: StrategicLeadership PROSPECTION WEEKLY 1 2 4 3 All eyes on the KPI’s
  • 13. We may not know why creativity works BUT WE DO KNOW WHEN IT WORKS CLIENT: Vicky Form TACTIC: Product Placement IDEA: Live the Movie (50 shades of Gray) Activation in cinema, captured and amplified by consumers BUDGET: $379,000 pesos PAID VIEWS: 428,233 ORGANIC VIEWS: 1,090,227 EARNED IMPRESSIONS: 118,053 Likes 44,756 Shares 5,354 Comments ROAS 1.4:1 to 5.2:1
  • 14. Creativity is magic — in the form of insightful humor, poignant observation, authentic emotion— which protects it from ever becoming a commodity. But that doesn’t guarantee that marketers will let down their guard with agencies. Trust must be built with clients with the tools at hand to successfully explain, sell, and bill for our creative efforts.
  • 15. SHAWN MCDONOUGH 2019 smstrategy2@gmail.com
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