is your marketing budget working for your business

1 © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission. © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.

Is your Marketing Budget Working for your Business? A simple tool that relates marketing activities to the bottom line

October 2013

2 © Brand Integrated Consulting. Copyrighted Material – Do not distribute without permission.

Successful brand custodians resist investing in every touch point. Instead, they identify the most important brand touch points by gauging what impact they have on the bottom line. This insight becomes the guide for how marketing spend is channeled.


3

Agenda

The Challenge The Good News Introduction to Brand Integrated


The Challenge


marketing spend

“half the money I spend on advertising (marketing) is wasted; the trouble is I don't know which half.” John Wanamaker


groping in the dark

Several organizations are groping in the dark when it comes to marketing investment


light at the end of the tunnel

1.  Which key touchpoints affect my business performance?

2.  How should my brand conduct itself at the key touchpoints to positively impact my business?

3.  Which are the key market segments that impact on the bottom line?

4.  Which are the main marketing activities that engage the target market to connect with my brand and business?

The Key Questions






light at the end of the tunnel The Key Questions


Great organizations constantly ask the critical questions that a professionally implemented brand and business strategy monitor will answer


Brand Integrated Brand Business Levers FrameworkTM

Marketing

Staff

Product

Support

Brand Business

Optimization Statement

Is the product right for the market? does it require more innovation?

Is your culture right for the brand? are your staff selling the product right?

Are the processes and systems geared to build the brand and business? are they right for the brand and business?

Are you engaging? saying the right things to the right people in the right manner?


make that great leap forward from good to great!


Brand Integrated’s Brand monitor gives a snapshot of how the brand is doing against desired results and why


About Brand Integrated


our integrated approach

Step 1 Interrogation

Brand business audit across key areas

Step 2 Integration

Integrated strategy formulation taking into account core business strategy and market dynamics

Step 3 Implementation

Integrated implementation strategy optimizing relevant interventions and channels

Integration

Measurement

• Market Share • Brand Equity • Profitability • Growth • Sustainability


integrated ecosystem

“Unless we integrate our thinking with that of the market– we will have no place in their hearts and minds “ Roberto Guizuetta – Coca Cola


Let’s Talk!

is your marketing budget working for your business

Marketing

brand integrated consulting

copyrighted material

successful brand custodians

key touchpoints

important brand touch

key questions

key market segments

business performance