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FUTURELAB #ChangeMarketing Services 8 Ways We Can Make Your Marketing Matter (Again)
FUTURELAB
#ChangeMarketing Services8 Ways We Can Make Your Marketing Matter (Again)
2.
Our promise
We bring you new profit opportunities
Ways to make more from the customers
you have today
Innovations to attract your customers of
tomorrow
FUTURELAB
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The world has changed. Marketing needs to catch up.
The Core Issue
Processes, business models, skill-gaps and orthodoxies get in the way of doing what is right.
Meanwhile, billions are wasted and customers become annoyed.
To the customer.
To the business.
To the world.
The Imperative
The Urgency
The Number 1 Marketing Challenge for 2011-2015
Make Marketing Matter
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8 Wayswe can make your marketing matter (again)
#1 Improve the ROI of your marketing investments.
#2 Establish a customer-centric approach to marketing.
#3 Manage word-of-mouth and social media.
#4 Streamline agency relations.
#5 Engage shoppers across channels.
#6 Communicate sustainability.
#7 Develop customer centric propositions.
#8 Launch a marketing transformation programme.Make Marketing Matter
FUTURELAB
12/04/2023
Futurelab associates have generated performance improvements of 2-40% across 100 projects and $5 billion in media investments*.
5.
Improved return from the investments you make.
Right-sized marketing budgets.
Budgets allocated according to impact.
* based on an internal review of Futurelab associate experience. Past results are no guarantee for future performance.
#1 Improve the ROI of Your Marketing Investments.
The Challenge Our Response
Data modeling to predict the performance of your media/marketing mix.
Customer impact analysis to identify which initiatives are wasted.
Strategic reviews to connect every initiative to the bottom line.
Your Win
In spite of the best efforts, marketing investments
regularly fail to generate an adequate return-on-
investment ...
... if the data to measure this return is available at
all.
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#2 Establish a Customer-centric Approach to Marketing.
The Challenge Our Response Your Win
The days of brand-centric shout & sell marketing
are over.
But many marketers struggle to implement a
customer-centric alternative.
Messages your customers embrace.
Real engagement across all your touchpoints.
A brand reputation based on behaviour and utility.
A planning, analysis and operating model which transforms your
marketing from being brand-centric to being customer-centric.
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#3: Manage Word-of-Mouth and Social Media.
The Challenge
Most companies struggle to integrate word-of-mouth
and social media into their daily operations.
As a result, reputations are damaged and valuable
opportunities for customer engagement are lost.
Our Response Your Win
Executive level understanding of WOM & social media.
Tactical programmes to manage WOM/social.
A data/fact based approach to drive (online) customer advocacy.
Social media/WOM tactics
Experience management
Customer strategy
1. Establish a Human Media task force
• Ensure core tactical capabilities.• Measure state of affairs & root causes.• Create executive level awareness.
2. Integrate Social Media & WOM
3. Implement all-company approach
• Customer advocacy programme.• All-employee implementation guidelines.• Closed-loop feedback mechanisms.
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#4 Streamline Agency Relations.
The Challenge Our Response Your Win
Advertisers are looking for money-generating marketing initiatives.
But too many agencies still deliver creative cool.
This results in wasted funds and frustration.
Bridge the Brand-Agency
divide
Reading tip: Bridging the Brand-Agency Divide
Request your [email protected]
More efficient & effective agency relations.
Stronger and more commercial creative.
More performant media investments.
Better data for reporting and result-management.
• Process & KPI development.• Agency selection and management.• International agency alignment.• Large project implementation.
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#5 Engage Shoppers Across Channels.
The Challenge Our Response Your Win
Consumers want to research online, try
products in store, purchase them on eBay and then be
serviced in the shop around the corner.
But silo-organised brands and retailers are often
unable to comply.
Integrate the customer experience across channels.
Prioritise channel action plans focused on the highest ROI.
Monetise under-leveraged channels.
Only 2.5% of shoppers make up 80% of sales for
the majority of FMCG brands .
CMO Council
• Behavioural motivations• Choice drivers• Rational/emotional insights• Recommendation drivers
• Internal alignment• Cross-channel integration• Competitive benchmarks• Recommendation drivers
• Underleveraged channels• Innovation opportunities• Customer data leveraging• Prime customer segments
Integrate all channels into one journey
UNDERSTAND
VALIDATE
ACTION
FUTURELAB
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#6 Communicate Sustainability
The Challenge Our Response Your Win
When it comes to communicating their
sustainability efforts, most companies:
They communicate too much, and “get caught”.
Or communicate too little, and “sell themselves short”.
1. Get a clear picture of the situation
2. Create touchpoint communication plan
• Audit actual situation (LCA)• Audit industry situation• Evaluate customer perceptions
3. Establish continuous monitoring
• Balance reality & perception• Focus on behaviours in stead of words
• Audience response & feedback data• Continuous innovation
A picture of how sustainable your brand really is (and what people think).
A pragmatic, balanced and managed communication strategy on sustainability.
88 % of business leaders believe they should be integrating sustainable
business practices … 54% believe this has been done.
UN Global Compact, 2010
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#7 Develop Customer-centric Propositions.
The Challenge Our Response Your Win
Depending on the source, 70-95% of new product
introductions fail to deliver on their financial
objectives.
With that level of failure rate, it is safe to say that
the way products get developed is flawed.
An integrated process to ensure your propositions resonate with your customers.
• Connect to both rational & emotional customer insights.
• Clearly differentiated your business from the competition.
• Make promises on which your business can deliver.
A more focused product development pipeline
Increased success rate of product introductions
Higher competitiveness
80% of CEO’s think their business offers a superior
customer experience.
8 % of their customers agree.
Bain & Company
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#8: Conduct a #ChangeMarketing Programme.
The Challenge
Marketing practice, systems and processes are
out of sync with today’s commercial reality.
Sometimes tactical measures don’t help if the
whole marketing department needs an
overhaul.
Our Response
Upgrade your marketing
A total change management programme to ensure your marketing is in sync and:
Adds to the lives of your customers and earns their money in return.
Contributes to your bottom line and the actions of your people.
Makes the world a better place to live in for yourself and all others.
inspiration – assessment – alignment - action
Your Win
A higher performing marketing department.
A more admired company.
Better alignment among your people.
Reading tip: The 10 Point Action Guide to#ChangeMarketing
Request your [email protected]
FUTURELAB
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Do You Want to Know More?According to your geography and preference, the next step can be:
An online presentation
An informal cup of coffee
A telephone conversation
Reach out to Futurelab in your region via www.futurelab.net or get in touch with:
Alain Thys E: [email protected]: +32 497 403 415
Stefan KolleE: [email protected]: +32 473 888 996
