BIG is good, but SMART is better

Posted by on Aug 12, 2013 in Advertising, Cost Transformation, Costing, Marketing, Media, Return on Investment (ROI)

Marketing Effectiveness: There are many occasions when adopting the ‘be big’ attitude works and works well. Large TV advertising campaigns such as Guinness’$20million ‘Tipping Point’ or the £13.4million advert Aviva Insurance used to promote their name change from Norwich Union highlight the potential successes and failures of going ‘big’. They can lead to an award winning memorable and talked about campaign (Guinness), or they can just as easily leave consumers underwhelmed (Aviva).  Like many marketing channels, ‘big’ can be used effectively but how efficient or necessary is it? We understand that certain brands require this approach but for the most part, we prefer to be ‘smart’ rather than ‘big’. Often, being smart with your strategy can provide you with both greater efficiency and effectiveness on your investment, but this doesn’t necessarily mean lower spending. Obviously, you can decrease your spend by being smarter with the marketing channels you use and the activities that you opt for within each of them. However, with marketing budgets normally set in place, the money is already there. So why not spend the same amount but spend it better? This way everyone wins!’ Social media is a good example of being too focused on ‘big’ as many companies invest time and resources in appearing...

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Shared Service Procurement for SMEs – Cost Transformation

Posted by on Jun 28, 2013 in Cost Transformation, Marketing, Procurement, Return on Investment (ROI), Shared Service Procurement

We live in a world where large corporates have the ability to leverage their size and scale across all areas of procurement. This drive towards a more and more unified procurement methodology is helping these companies to drive efficiency into their business in a way that has never happed before. We were recently at a marketing procurement conference in London (we were one of the sponsors) were there were about 160 specific marketing procurement practitioners, this was probably the largest single gathering of marketing procurement professionals in Europe, if not the world this year. What it showed us was the range and breadth of marketing procurement talent out there and the variety of, and level success, that can be achieved. It’s clear that the more advanced and forward thinking the company is, they’re more likely to have a dedicated marketing procurement function. We all know that marketing is complex and requires the procurement department to have a multitude of category expertise; Media, Print, PR, Events, Market research and so on. Where this expertise is in place, and is working well with their colleagues in the marketing department, it is possible to drive tremendous value into the marketing spend. It’s also clear for a lot of these companies that’s it’s...

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