2012 05 16 Marketing Efficiency Presentation Uk

Cabinet conseil en optimisation des moyens marketing 192, avenue Pierre Brossolette MALAKOFF • www.marketingefficiency.fr

May 2012

Marketing Efficiency

Marketing Efficiency – Présentation commerciale

Marketing & Communication : a new landscape

COMPANIES ARE NOW “OPEN SOURCE”

  Social networks, customer relations platforms, PR relations, these are new ways companies have to include to their interactions with potential clients.

  Advertisers are now confronted to new challenges: answering consumers quickly while sticking to the Brand’s values, thus quickly adapting to new technologies and more flexible marcom organizations.

MANAGING MARKETING AND COMMUNICATION STRATEGIES HAS NEVER BEEN SO COMPLEX

  Within a fragmented, complex and constantly evolving media world, brand communication management aims at building ‘platforms’ made of a mix of actions including all types of media and off medias.

  Commercial, marketing, communication; boundaries have become hazy.

MEDIA FRAGMENTATION, INCREASE OF MARCOM SPENDING?

  The organizational issues in the MARCOM departments often go with an increased pressure on economical/financial performance

  Companies are increasingly looking for greater productivity from investments in marketing

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Our advertisers’ offers in a nutshell

TYPOLOGY

MarCom strategic organization Consulting

Communication agencies facilitation

Setting up the Marcom organization

DELIVERABLE   Defining clear strategies for communications,

defining objectives, organizing resources, forecasting budgets, formalizing communication plan, developing practical KPIs

  Deciding which external companies to hire and giving them a clear scope of work, how to properly incentivize them and how to keep them focused on delivering effectively against those KPIs, to account for greater value from investments in marketing.

  Dealing with the « make or buy » decision : Re-evaluate what is required from investments in marketing and how to work more effectively internally and with a roster of agencies.

  Implementing operational solutions

Offer 1

Offer 2

Offer 3


MarCom strategic organization Consulting Methodology (1/2)

STEP

Audit and analysis

Project Management

ADDED VALUE

  Understanding client’s needs   Formalization   Organizational audit

  Role and responsibilities of each stakeholder (client, teams, agencies, Marketing Efficiency)

  Key milestones meetings for project management

DELIVERABLE

  Mission objectives and KPI’s definition   Planning to delivery   Requirements : organizational charts,

emails, phones, contracts

  Information to project’s participants: starting date and objectives, expectations

Offer 1


MarCom strategic organization Consulting Methodology (1/2)

STEP

Diagnostic phase

Recommandation writing

ADDED VALUE

  Documentary study: Project, studies, Contracts

  Meeting with process key actors   Face to face or online interviews via

Evaluating*   Attending meetings

  Benefit from a third party expert

  Benefit from our benchmarks

DELIVERABLE

  Analysis summarization   Sharing with client

  Organizational options   Implementation roadmap

Recommandation implementation

  Set up follow up   Mission results

Offer 1


Setting up the Marcom organization

SCOPE OF WORK

Defining Scope of Work & Objectives and KPIs for : - MarcCom Dept’s - Collaborators

ROADMAPS

Setting up objectives and milestones for yearly projects

PROCESSES

Setting up working processes, internally and with the agencies

ANNUAL COMMUNICATION PLAN

Defining strategic communication objectives Involving top management and procurement departemnts Budget management and yearly action plan

Offer 2


Because some briefs are more complex than others due to their technicality (social networks, web…), or because some issues require that you spend a lot of time working on an internal consensus, we will help you through the formalization & approval processes.

Dealing with an agency pitch process requires a lot of time and has a strong political impact. We coach clients to help them focus on the strategic point of the competition with a strong methodological approach.

Our service consists in defining, with the agreement of both parties, the clients’ expectations and workload at a yearly level, as well as the agencies KPI’s

We analyze all parameters with the help of the advertiser and its agency to define the adequate remuneration model for both parties: Project based remuneration / Fees / Payment by results

The value of some projects is sometimes difficult to evaluate for advertisers: mobile marketing, social network projects, web projects… Our experience, our benchmarks allow us to provide “reasonable” quotations. .

An efficient client/agency relationship translates into marketing results. We have created an evaluation process which more effectively monitors and evaluates agency performance in both qualitative and quantitative metrics.

BRIEFING TO AGENCIES AGENCY PITCH MANAGEMENT

DEFINITION OF THE AGENCY’S SCOPE OF WORK REMUNERATION AND PAYMENT BY RESULT

DEFINING THE RIGHT REMUNERATION LEVEL RELATIONSHIP EVALUATION

7

Offer 3

Communication agencies facilitation


METHODOLOGICAL STRATEGIC MANAGERIAL MULTI-DIMENSIONAL

  Defining and formalizing advertisers’ communication orientations, and designing adapted organizations to meet the objectives.

  Case study: AGEFIPH, STUDIALIS, GO SPORT

  Defining, formalizing or modifying MarCom missions and working processes, setting up MARCOM budgets

  Case study: BANQUES POPULAIRES, YVES ROCHER, LACTALIS

  Agency management (annual brief, contract, remuneration, KPI’s, service quality evaluation), agency roster management

  Case study: PAGES JAUNES, NESTLE, AUCHAN, FUTUROSCOPE, MATERNE, AXA, GSK

  Our expertise in communication ranges from advertising to the web, but also resources strategies, CRM, PR Relationships, packaging or editorial content production.

  Case study: BNP, TOTAL, CASINO, HERO, JOHNSON & JOHNSON

Our added value

MISSION


Experience

MULTIPLE-SECTORS EXPERTISE

Three key words

  Our consultants have over fifteen years of experience as advertisers in Global companies.

  Careers were completed by several years in consulting, which offers a 360° vision of the communication world

  Our partnership with one of the French cost controlling market leaders COST LIMITED provides us with solid skills in production of communication assets.

  Our track record has led us to master a rather large number of sectors, and a deep understanding of the following sectors: distribution, banking, consumers credit, beauty, convenience goods, automotive, and lastly, the private education sector

  Recent experiences have led us to work in the public sector

INTERNATIONAL

  All our consultants are either bilingual or trilingual and have professional experience abroad, as well as in managing international projects from France


EVALUATING

(TRINITY3) :

Online assessment tool

•  Bi annual international summits (NYC, Shanghai…)

•  Member of the network Marketing First Forum

•  Advertising Production Management

• Agency Management

• Building a communication plan

• Who’s doing what in MarCom ?

• Etc.

•  Production costs

•  Agency remuneration

•  Advertisers’ organisations

Tools

Up to date Databases

Agency assessment

software

International Network

Training Sessions


The team

Florence Garnier

•  With over 20 years experience, Florence has developed strong skills in the field of International marketing, advertising, agency/client management, digital communication, media in both BtoB and BtoC.

•  Starting her career on the marketer’s side in the financial services industry, Florence moved on to the automotive at Renault in the early 2000’s.

•  She’s now Founder/Senior Consultant at MarketingEfficiency, focusing on organizations and marketing cost efficiency to help advertisers achieve results in a fast moving communication environment.

Guillaume Halphen

•  With 10+ experience on the marketer’s side, Guillaume started his career at Renault.

•  After building and implementing network (local) and central communication strategies in the automotive world, he moved on to VT Scan focusing on agency/client performance optimization.

•  He joined MarketingEfficiency in 2011 where he brings his strong skills in building organizations, implementing process to help marketers meet their strategic communication objectives.

•  With a background in Economics and Marketing (Sorbonne 2004), Nicolas has spent two years in the US in the field of Musical marketing.

•  Starting his collaboration at VT Scan in 2007, he then joined MarketingEfficiency in 2009, adding value in the agency/client relationship management.

•  Data analysis, report writing, market monitoring, white papers, summarization and building presentations are his strong suits.

Nicolas Crequat


Our Global Network

GLOBAL NETWORK GLOBAL EXPERTISE | LOCAL KNOWLEDGE | MAXIMUM VALUE

NEW YORK | LONDON | PARIS | SYDNEY | COPENHAGEN | DUBAI | JOHANNESBURG | TORONTO | HONG KONG | SINGAPORE



Last but not least…

[email protected]

+33 6 08 22 35 14

Documents

2012 05 16 Marketing Efficiency Presentation Uk