AOM16 Design Flexible Marketing Campaigns
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Transcript of AOM16 Design Flexible Marketing Campaigns
#SDAOM @JustinGabbert
JUSTIN GABBERT
RIG THE GAME: HOW TO DESIGN FLEXIBLE CAMPAIGNS THAT LEARN AND EVOLVE
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What do I mean by rigging the game?
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Create a game that you cannot lose
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How does a campaign “lose”?
• Missed goals
• Minimal conversions
• High cost per conversion
• Negative sentiment
• Low engagement
• Hurts the brand
• Little to no learnings
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Imagine you work for a large beer manufacturer
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And here’s Duff’s campaign process…
1. Annual Planning & Budgeting
2. Big Idea(s)
3. Campaign budget allocation
4. Campaign briefs
5. Partners/Agencies pulled in
6. Strategy adjustments made
7. Go Live!
8. Weekly status calls
9. Ad Hoc email reports
10. Final wrap up report & analysis
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What’s missing?
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1. Annual Planning & Budgeting
2. Big Idea(s)
3. Campaign budget allocation
4. Campaign briefs
5. Partners/Agencies pulled in
6. Strategy adjustments made
7. Collectively define KBOs, KPIs & learning objectives
8. Campaign evolution strategy 9. Go Live!
10. Actively evolve campaign
11. Weekly status calls
12. Ad Hoc email reports
13. Final wrap up report & analysis
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How does this help us rig the game (campaign) so we can’t lose?
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Collectively Define KBOs
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KBO = Key Business Objective
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Key Business Objectives
• Key Business Objectives must be measurable
• Key Business Objectives must fulfil on corporate initiatives
• If you have more than 1-2 KBOs they’re no longer “key”
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Key Business Objectives
Duff wants to: 1. Increase sentiment
& awareness among West Coast bartenders
2. Increase sales to neighborhood bars
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Duff’s influencer marketing campaign is born!
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Duff’s Influencer Marketing Campaign
• Increase sentiment & awareness among West Coast bartenders • Bartenders follow trendy social accounts for inspiration
• Bartenders visit trendy blogs to see what’s “in”
• Bartenders love industry events
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Duff’s Influencer Marketing Campaign
• Increase sales to neighborhood bars • If we can convince bartenders that Duff is the new “throwback” trend, they’ll stock our beer and push it to customers.
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Duff’s Influencer Marketing Campaign
• The Duff West Coast Party Tour • San Diego • Los Angeles • San Francisco • Sacramento • Portland • Seattle
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Duff’s Influencer Marketing Campaign
• Who’s invited? • Bartenders • Social Media influencers • Bloggers • Local Yelp Elite
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Duff’s Influencer Marketing Campaign
• What makes the party special? • Unexpected locations • Countless artistic photo opps • Free beer • Tons of trendy Duff swag • Celebrity musician performance
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Collectively Define KPIs
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KPI = Key Performance Indicator
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Key Performance Indicator
• Key Performance Indicators must have a target • A metric without a target is not a KPI…it’s a metric
• KPIs must directly impact KBOs • If you have more than 3 KPIs they’re no longer “key”
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Key Performance Indicators
• KBO: Increase sentiment & awareness among West Coast bartenders • KPI: 300 bartender, influencer, and Yelper social posts per party
• KPI: 5 blog article mentions per party • KPI: Increase Duff’s net sentiment score by 30% in each region for 3 weeks.
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Key Performance Indicators
• KBO: Increase sales to neighborhood bars • KPI: 10 new bars stock Duff in each region
• KPI: Increase bar regionals sales by 20%
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Collectively Define Learning Objectives
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Learning Objectives = IMPORTANT!
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Learning Objectives
How can we use this campaign to gain valuable insights?
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Learning Objectives
Insights can & should be a key deliverable for a campaign
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Learning Objectives
• For future marketing Duff needs to know: • How can we reach our target consumer?
• What messaging resonates with the target consumer?
• How should we target each West Coast region?
• How should our messaging change for each West Coast region?
• How do our target consumers respond to our product?
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Learning Objectives
• These insights will inform future: • Ad targeting • Ad Copy • Social content • Blog content • Campaign activations • Product development
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Campaign Evolution Strategy
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Should we wait until the end of the campaign to put these insights into
action?
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We should develop a pre-planned strategy to continually optimize.
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Campaign Evolution Strategy
1. Inform Execs & Management 2. Measurement strategy 3. Testing & optimization strategy 4. Consumer insights strategy 5. Creative & channel marketing
resources available to make ongoing changes
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Inform Execs & Management
• We need buy in because: • Multiple messages will be in market during tests
• Campaign messaging will change • Campaign targeting will change • We will need to pull & add elements to parties
• We need resources to take action and evolve the campaign
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Duff’s Measurement Strategy
• Leading indicators of KPI health • Website Performance
• Landing page engagements by channel • Event sign-ups by channel
• Social Ad Performance • Ad copy performance (influencers & bartenders)
• Targeting performance (influencers & bartenders)
• Ad network performance (influencers & bartenders)
• Email performance • Influencer response rate • Bartender response rate
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Duff’s Testing & Optimization Strategy
• Website Performance • Install testing platform to adjust copy, CTA, images, etc.
• Social Ad Performance • 3-5 variations of each Ad • Run all Ads & eliminate poor performers • Based on insights, develop new Ads to challenge top
performers • Email performance
• 3-5 variations of subject headline • 3-5 variations of email body content & imagery • Send variations to small sample & eliminate poor
performers • Based on insights, develop new emails to challenge top
performers
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Duff’s Consumer Insight Strategy
• Social Listening & Intelligence • Monitor social feedback during & after each event
• Analyze consumer language, sentiment, and amplification
• “On the ground” insights • Interviews with bartenders & influencers at each event
• How did you hear about it? • How can we make it more appealing to others? • What would make the party cooler? • What would make you want to share this event? • What changes would you like to see made to our
product?
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Duff’s Evolution Resourcing Strategy • Analyst
• Site-side analytics • Website testing • Social listening & intelligence
• Media Strategist • Testing Ad copy, imagery, and targeting
• Email strategist • Testing Email subjects, imagery, and content
• “On the ground” insights strategist • Designer & Copywriter
• Works across all channels to puts insights into action
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GO LIVE: The West Cost Tour Begins
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First Stop: San Diego!
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West Cost Tour San Diego
ü Influencers RSVPs are steady ü Influencers promote the event ü Bloggers RSVP are steady ü Bloggers promote the event X Bartender sign-ups are low
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Actively Evolve Campaign
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Low bartender attendance…
• Increase sentiment & awareness among West Coast bartenders
• 300 bartender, influencer, and Yelper social posts per party
• 5 blog article mentions per party • Increase Duff’s net sentiment score
by 30% in each region for 3 weeks.
• Increase sales to neighborhood bars
• 10 new bars stock Duff in each region
• Increase bar regionals sales by 20%
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Bring in the Analysts
• Social Ads & Emails are actually driving plenty of bartender traffic to the campaign landing page, but no one is signing up yet.
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Maybe it’s our creative?
Vs.
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Maybe it’s our creative?
Vs.
+18%
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Maybe we need more urgency?
Event Date: Jan 25th, 2017
Vs.
Event Date: Jan 25th, 2017 Only 85 spots still available!
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Maybe we need more urgency?
Event Date: Jan 25th, 2017
Vs.
Event Date: Jan 25th, 2017 Only 35 spots still available!
+35%
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Key Learnings
• San Diego bartenders respond well to posh clubs, DJs, and disco lights.
• San Diego bartenders will wait to convert unless there’s a sense of urgency.
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Campaign Evolution
• San Diego bartenders respond well to posh clubs, DJs, and disco lights. • New iterations of social ad and email creative • Begin targeting social users with affinities for local posh clubs and bars
• Event decoration & activations shift • Carry creative over to test for the Los Angeles event
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Key Learnings
• San Diego bartenders will wait to convert unless there’s a sense of urgency. • Duff will need to create a sense of urgency when asking bartenders to stock their beer
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Campaign Evolution Process
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Launch Campaign
Test
Launch Winning
Variations
Test Learnings Across
Channels
Use Learnings for Future Campaigns
Develop New Campaign Strategy
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Rigging the Game KBOs KPIs Learning Objectives Inform Execs & Management Measurement strategy Testing & optimization strategy Consumer insights strategy Creative & channel marketing resources available to make ongoing changes
Aligned on corporate initiatives Clear measurable foundation Good/bad performance, we still have a valuable deliverable Green light to change course Quantitative insights Insights into action Qualitative insights Insights into action
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QUESTIONS?
Thank You