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EDUCATIONAL TOPICS
Brands - how to meaure them, how to manage them - click to download
OFR and Marketing: How Prepared Are You?
Key Performance Indicators (KPIs) must now be reported, according to the new Operating & Financial Review Reporting Standards, in order to comply with the Companies Act 1985. Metrics must be chosen by directors to reflect their forward-looking strategies, dealing even-handedly with good and bad aspects. This seminar is a practical guide to making your marketing and customer management ready for OFR compliance. It gives you a head start on preparing for the OFR challenge.
- How the OFR regulations differ from existing practice
- Who within your marketing department is ready to take responsibility for OFR
- The risks of ignoring the regulations, the benefits of embracing them
- The steps to successful OFR compliance in marketing
- Writing the OFR marketing narrative
- The Customer Capital KPI primer - a strategic framework for marketing and OFR
- Driver metrics: strategic resource allocation, mix, innovation and differentiation metrics
- Customer purchase funnel metrics; Financial metrics; Marketplace trend metrics
- Making your KPI selection OFR compliant
- Documenting your KPIs to meet OFR standards
- Determining the level of accuracy and reliability of your KPIs
- When and how to update your selection of KPIs
- Roundtable Discussion: How can we ensure that our marketing is OFR compliant?
Evaluating your Advertising, Promotion & Branding – Reaching IPA Award Winner Standards
Lots of money is needed to grow strong brands and advertising and promotional spending is facing tough challenges over proving its payback. This seminar sets out a practical framework for justifying your advertising, promotion and branding.
- How does advertising, promotion and branding drive the bottom line?
- What lessons can be learned from IPA Awards winners about the rigorous evaluation of advertising, promotion and branding?
- What records must you and your Agency keep to demonstrate what you’ve spent your budget on?
- Why is strategic budget allocation and the marketing mix important and how should you track it?
- How can you link spending to consumer awareness and attitudes and what does it really tell you?
- How can you use econometrics to evaluate the effects of advertising, promotions and branding?
- How can market response simulation be used to model and optimise the payback from your marketing budget allocation
- How and when to involve the finance department
Marketing & the Boardroom: Is Your Marketing Profit Focused?
This seminar is aimed at senior marketers and finance executives who believe that marketing should have more influence in the Boardroom, but know that proving that marketing drives profits and creates wealth isn’t always easy. This programme demonstrates ways of benchmarking against best-practice, and the techniques which will transform your accountability and credibility.
- What qualifies marketing people to become Board Directors?
- How is marketing perceived at Board level and by peers?
- What do City analysts want to see disclosed about marketing that Boards aren’t providing? What should marketing do to inform the investor debate?
- Corporate reputation and its effect on shareholder value
- Latest thinking on the OFR and marketing
- Customer capital and the Marketing Society manifesto
- How are leading companies measuring their return on marketing investment ?
- What categories of marketing spend do they evaluate?
- What methods do they use to establish marketing return on investment?
- When is it necessary to use proxy variables and judgmental estimates?
- The Profit-Focused Marketing ™ framework and implementation
- The 5 processes that enable marketing to be profit focused; the 3 enablers of change
Customer Capital – Measuring It, Growing It, Building a Brilliant Customer Insight Team
Few companies manage their customers strategically. This seminar firstly describes a framework for measuring customer capital, modelling its development and growth, and improving resource and budget allocation to grow customer capital more effectively. It then shows how organisations can organise their resources to create brilliant customer insights and then ensure those insights are communicated in ways that inform and inspire management and investors. Topics include:
- What is customer capital?
- How to account for your customer base
- Choosing the right metrics for your customer capital accounts
- How to align financial and customer accounting
- Modelling methods for forecasting customer capital growth
- How to discover what maximises profits
- The insight process map – benchmarking yourself against best-practice
- Toolkit for insight managers – a selection of the best
- What does a customer insight department do and how is it different from MR?
- Paying for insight – the pros and cons of outsourcing insight
- Communicating insight – methods that work
- Developing your internal consultancy skills
Marketing Plans & Budgets – Making them Readable, Inspiring, Convincing and Deliverable
Marketing plans should tell the story of the underlying causes behind a company’s financial success. They should be full of insights and ideas, and a springboard for action. Without them, planning disintegrates into meaningless lists of numbers and spreadsheets. Yet all too often, marketing plans are uninspired, disconnected and unreadable and no one believes in the numbers they contain.. Leading edge companies set the right level of marketing budgets and allocate money correctly across brands, and on above and below-the-line activities. This seminar shows the methods that really work. Topics include:
- Why are marketing plans usually so boring, turgid and forgettable?
- The three ingredients of good plans: insights, strategies and metrics
- Readability – how to organise the plan to tell a story, cover the agenda, and keep finance happy
- Process – how to keep away from bureaucracy, groupthink and time wasting rituals
- The challenge process – making marketing plans that are “Finance-proof”
- Streamlining the marketing budgeting process – tips and advice to get better results from the time you spend on budgeting
- Budget setting methods compared and contrasted
- Strategic allocation – how to distribute budgets most effectively across products and markets. Modelling methods to resolve disputes.
- Econometrics as a method of quantifying marketing’s effects.
- Marketing mix allocation – how to balance above-the-line and below-the-line priorities to get optimum return
- Maintenance budgeting and innovation budgets
- Zero based budgeting
- Campaign budget allocation – objective and task methods in practice
- Roundtable Discussion: How can we make our planning and budgeting better?
Interactive Marketing and Sales Promotion Optimisation
- Latest ideas on evaluating interactive/direct marketing and sales promotion
- Purchasing direct marketing and sales promotion in the most effective way
- Tips on winning DMA and ISP awards
- Practical advice on customerlifetimevalue
- Best practices in tracking, evaluating and optimising sales promotions
- Case studies on customer equity modelling and sales promotion optimisation
- Syndicate and networking on “improving the ROI of our direct marketing and sales promotion”
- Expert views from the DMA (Direct Marketing Association) the ISP (Institute of Sales Promotion) and CIPS (Chartered Institute of Purchasing and Supply)
Sales and Channel Resources - Getting Bigger Returns
- Latest ideas on allocating the right resources to the right customer at the right time
- Practical advice on managing trade customers, retailers and other channels using financial, procurement and non-financial methods
- How can procurement and supply disciplines make your relationships with trade customers, retailers and channels more effective
- Tracking and allocating sales and service using CRM technology
- Case studies on sales resource allocation and channel management
- Syndicate and networking on “Getting bigger returns from our sales and channel resources”
- Expert views from CIPS (Chartered Institute of Purchasing and Supply) the PSG (Professional Sales Group), the DSA (Direct Selling Association) and the ISP (Institute of Sales Promotion)
Procurement of Marketing Services
Procurement of marketing is a high priority for many companies. Yet marketing has many intangible aspects which cause traditional procurement practices to be ineffective. This seminar is aimed at procurement people, in client and agency organisations, to help them implement better methods and practices.
- What are the costs and effects of marketing services on the client’s financial performance?
- What are the costs and rewards of running a marketing services firm?
- Agency remuneration methods.
- The agency relationship lifecycle and how to measure it.
- Writing Agency contracts that are effective and fair.
- Agency target setting.
- The dangers of focusing only on costs. How to broaden the procurement perspective.
- Testing creative ideas.
- Eliminating waste and overspend in production. Justifying high production costs. Monitoring the effects of expensive production. What is “expensive” anyway?
- Buying media. Finding the optimal media mix. Auditing the media buy.
- Agency reporting and feedback. Tracking spend and commitments. Cost reporting best-practices.
- Monitoring and challenging agency invoices.
- Evaluating agency performance
- Linking added value to remuneration.
- Roundtable debate: Bridging the gap between procurement and marketing.
Feb and Mar 2005 Speakers and Topics
- Robert Shaw: Rescuing our marketing budgets – what leading organisations are doing to improve planning and control
- David Merrick: Rightsizing the marketing budget – a modelling primer
- Ford: Re-engineering budgeting process, command & control structure
- Unilever: The Effective Investment in Brands project
- Robert Shaw: Is marketing profitable? A “state of the nation” review
- Joanna Seddon, WPP: How rising accountability standards will impact agencies and clients over the next 5 years
- Susan Goldsmith, Book Club Associates: Using customer equity modelling to drive and sustain high levels of profit growth
- Tom Lloyd, Kraft: Developing and using world-class brand modelling capabilities to improve business performance – lessons from the front-line
- Alex Batchelor, Orange: Brand Value and Valuation – Key Lessons from Theory and Practice
- Hamish Pringle, IPA: Linking Added Value to Remuneration
- Les Binet, DDB Matrix: Lessons from the IPA Awards – proving profitability, convincing the judges, winning the awards – the theory and the practice
- Adam Kirby, Diageo: Practical advice on the do’s and don’ts of applying purchasing disciplines to marketing procurement
- Richard Matthews, Vodafone: Successfully establishing a customer insight team
- Robert Shaw: Finance and Marketing Up Close and Personal – the Case for Change
- Jon Moulton, Alchemy Partners: Valuing and Buying Brands – Views from the Battlefront
- David Gidney, Dow Chemicals: Measuring the Return from Customer Loyalty in Industrial Markets
- David Lang, Investec Bank: What City analysts want to see disclosed about marketing
- Lesley Exley, Exley Hervey Corporate Search: What qualifies marketing people to become Board Directors?
- Mike Moran, formerly RWE Thames Water: Aligning Marketing and financial performance
- Tim Munoz, Prophet: Achieving Marketing ROI in our lifetime
- Bryan Finn, Business Economics: Modelling the drivers of corporate reputation and its connection with shareholder value
- Ray Perry, CIMA: Enterprise Governance, Strategic Risk Management and Lessons from Cases of Success and Failure
November 2004 Advertising Evaluation, Procurement and Remuneration
- Latest ideas on advertising evaluation
- Practical advice on how to track and evaluate your own campaigns
- Tips on winning an IPA Award
- How can procurement specialists help you make better adverts
- Current thinking on agency remuneration
- Case studies on advertising evaluation, winning awards, and procurement
- Syndicates and networking on “making our own advertising more accountable”
- Agency discussion panel
- Expert views from the IPA (Institute of Practitioners in Advertising, ISBA (Incorporated Society of British Advertisers) and CIPS (Chartered Institute of Purchasing and Supply)
September 2004: Pricing, Promotions and Discounts
- Why profit is the right objective – why revenue and volume are wrong
- How to set competitive prices based on profitability models
- Interactions between price, promotions and advertising expenditure
- How promotional programmes can be tailored to maximise profits
- How to assess the right discounts to offer to key customers
- Modelling techniques for profit optimisation
June 2004: Customer Experience, Satisfaction and Segmentation
- How much profit is there in customer delight?
- Good and bad methods of measuring customer experience
- How should we segment our customers when we analyse them?
- Separating the profit drivers and quantifying their effects
- How to measure the connection between customer experience and behaviour
- Putting the theory into practice
March 2004: Brand Equity, Valuation and Optimisation
- How you can put a financial value on your brand
- What drives up the value of your brand and by how much?
- How to allocate resources to increase the value of your brand
- Using dashboards and scorecards to benchmark products and markets
- Communicating your brand strategy in numbers
- Putting brand equity on the Board agenda
November 2003: Financial Control of Marketing
- Richard Wilson: Marketing control – a strategic approach
- Toby Mortleman: Controlling marketing budgets at Barclays
September 2003: Customer Equity
- Susan Goldsmith: Maximising customer lifetime value at BCA
- Gerard Killeen: Customer analysis modelling at Nissan
- Robert Shaw: Analysing and modelling customer equity
June 2003: Simulated Marketing Decisions
- David Merrick: Predicting financial implications of marketing decisions
- Tom Lloyd: Modelling and analysis techniques at Kraft Europe
- Bryan Finn: Developing models on pricing, advertising and promotions
March 2003: Risk and Marketing
- John Good: Marketing allocation and budgeting at Cadbury Schweppes
- David Houldridge: Options-based NPD modelling at Smith & Nephew
- Hans Haanapel: Strategic growth options and their influence on risk and return
August 2002: Market Dynamics Models
- Lynette Ryals: Developing and using customer profitability techniques
- Paul Gisborne: Market dynamics modelling
- Steve Wilson: Using financial models to support strategic marketing decision making
May 2002: CRM and Profit
- Robert Shaw: Bridging the gap between finance and CRM
- Abbey National: Customer management for profit
- Book Club Associates: Financial customer modelling
March 2002 Value Based Marketing conference
- Credit Suisse First Boston: Understanding what city analysts really want to see
- Interbrand: Dealing with brands and intangible assets
- Chancery Communications: Successfully managing investor relations
- Scottish Courage: Aligning strategic marketing plans with financial plans and budgets
February 2002: FDs and Marketing
Keith Ward: The FD’s perspective on marketing efficiency
Barclays: Tools for financially evaluating sales and service
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