What is not effective in marketing today Les Binet head of effectiveness adam&eveDDB 10 ways to screw up your marketing plan marketing mistake #1 maximise brand engagement & loyalty People do not want to engage with brands 0.20% 0.10% 0.10% 0.10% 0.02% 0% 0% 0% 0% 0% 0% Mobile Paid search Social media Email Online display Responserate Source: Direct Marketing Association 2015 <0.01% of brand users are active Facebook fans Loyalty strategies do not work 0% 5% 10% 15% 20% 25% 30% 35% Loyalty strategy Acquisition strategy Talk to everyone Profiteffect Source: Binet & Field 2013 lesson: marketing works by “nudging” the many, not “converting” the few marketing mistake #2 put communications first “a really cool idea” lesson: put product, price and distribution first, then think about comms marketing mistake #3 maximise efficiency maximising efficiency: Automobile Association brand activity cut to zero 100% spend on “hard working” performance marketing efficiency and ROI maximised brand metrics all fell market share declining complete collapse predicted in five years AA “Singing Baby” campaign the decline reversed immediately despite less discounting 42% 42% 40% 40% 39% 39% 42% 2011 2012 2013 2014 2015 2016 2017 YTD Shareofmembership(%) Year SOURCE:AA Singing Baby ad lesson: put effectiveness first, efficiency second marketing mistake #4 be data-led a very long & expensive meeting media exposure data Data for UK packaged goods brand lesson: focus on the metrics that matter, not what is easy to measure marketing mistake #5 target tightly who drinks our whiskey? lesson: reach beats targeting marketing mistake #6 differentiate Cravendale milk is different 2 4 Cravendale: owning the generic lesson: distinctiveness is more important than differentiation marketing mistake #7 focus on “new news” Breyers vs Dreyers Growth from the core: Blue Bell lesson: aim for the heart of the market marketing mistake #8 communicate your message clearly John Lewis lesson: emotions beat messages, and fame beats everything else marketing mistake #9 innovate and disrupt Growth without innovation Felix: 1986-2000Marmite: 1987-2001 Realsalesindec Old SKUs New SKUs £0 £1,000,000 £2,000,000 £3,000,000 £4,000,000 £5,000,000 £6,000,000 £7,000,000 £8,000,000 £9,000,000 £10,000,000 Dec-86 Dec-87 Dec-88 Dec-89 Dec-90 Dec-91 Dec-92 Dec-93 Dec-94 Dec-95 Dec-96 Dec-97 Dec-98 Dec-99 Dec-00 Year Ending Adspend 0% 5% 10% 15% 20% 25% 30% ValueMarketShare Adspend Market Share Source: Nielsen, IRI, MEAL, MMS lesson: sometimes consistency beats innovation marketing mistake #10 don’t be bound by rules “my brand is different” lesson: read the rule book