Get Shouty

Yesterday I was in Melbourne, a city I just love, part of a team presenting to a group of really smart marketers. I showed a collection, not of case studies per se, but of thought starters on how to create digital connections between brands and their consumers.

The philosophy can be described by my digital planning diagram, but is best summed up by the following:

• Insights (Research)- you must have them about what your brand truth is and about your audience.
• Bravery (Design)- it’s easy to have a ‘look, don’t touch’ philosophy for your communication, but the rewards of conversation and the merits of authenticity reap long term results
• Smarts (Evaluation)- have an understanding of what you want to get out of your online efforts. Reach? Sales push to a specific channel? A consumer panel for insights? Map and measure your goals.

It brought home to me how powerful storytelling is in generating understanding and inspiration. It was a joy to see what these guys created at the end of the day in their team workshops.

Of course there was a call for hard numbers, particularly around how much do you need/ can you get away with shifting online to get results. We had a scenario on hand that highlighted:

• if you took 5% away from the ATL TVC media  budget
• what would you need to spend online to make it up?

We were able to evidence:

• that we could gain almost 3 times the exact target audience we needed to reach to make up the budget shift
• with less than half the budget
• delivering 4 times the time with brand
• and articulate the product benefit in a way the would also increase packaging recognition in channel.
• Hurray!

Some more studies on the effectiveness of moving budget to online:

• IAB Cross Media studies on Colgate, and Kleenex  (thanks Sean!)
• some hot presentations from the Adelaide Now “introduction to online advertising seminar”
• and a great little story on the effectiveness and emotional pull of blogs in Australia

Thanks guys- I hope to see you all again soon.

Glad you found the IAB stuff!

Glad it went over well!!! Wish I had gone to YOUR thing and not the thing I went to. Well, it was AWESOME to see people in NYC but the event was sort of a wash.

Comment by Sean Howard June 10, 2007 @ 9:28 pm

Reply

Just sending positive energy with all the flooding in Sydney. Hope you’re OK, sorry about mother nature ;-).

Comment by CK June 11, 2007 @ 11:50 pm

Reply

Thanks katie…love your posts and the thought you put into them…the investment/return case you put forward here is always topical and the IAB work gives more proof to the pudding.

Comment by Ben Taylor June 13, 2007 @ 4:52 am

Reply

I love a 5% shift. It is easy to do and sounds like a no-brainer. But watch how that 5% grows in year 2 once the right measurements are put in place. That is when it starts to get REALLY interesting.

Comment by Gavin Heaton June 15, 2007 @ 2:34 pm

Reply

In my experience, getting the first 5% is the hardest thing! Inertia and the ‘we’ve always done it this way’ is the problem to beat. Once those results start coming in the ROI proves itself.
I think that this is why P&G now dedicates 20% to innovation- they’ve been in the thought leadership space long enough to know that it works and that not every campaign has to succeed- only be a benchmark for future endeavours.
Fear of failure is a killer. Embracing learnings (positive and negative) is a way to combat this.

Comment by katiechatfield June 19, 2007 @ 12:54 am

Reply

[…] Just the facts Ma’am […]

Pingback by Get Shouty June 24, 2007 @ 5:31 am

Reply