APAC Issue Q3 2019

APAC / Issue Q3 2019 9 What’s the Problem with Marketing? and are not effectiveness-focused enough to generate incremental customer demand, on the other hand 69% of the Marketers we analysed feel their strategies and campaigns do make an impact on the company’s business, even though they can’t precisely quantify or prove it – confirming the great CEO-Marketer disconnect. Until Marketers start speaking the P&L language of their CEOs and stakeholders, and until they start tracking the business effectiveness of all their Marketing strategies, programs, activities and campaigns to prove they generate incremental customer demand, they will continue to lack credibility in the eyes of their CEOs and will continue to be seen more as a cost centre than an asset. APAC Insider: “You said 75% of Marketing strategies & campaigns under-perform: Why? What could Marketers do to make them more effective and generate better business results?” Fontaine : We track every year that on average 75% of marketing campaigns deployed in traditional, digital, social and direct media still underperform and achieve low business ROI. It is interesting to note that this number is rather similar across the world (Americas, Europe, Asia Pacific). At Fournaise we are 100% focused on helping Marketers generate better business results, through incremental customer demand generation. For this we apply a proprietary 360-degree Marketing Effectiveness Tracking & Boosting (METB) model: We Track. We Analyse. We Feed. We Advise. This means we track and measure what works, what does not, where, on which audience and, very importantly, we understand why. From there we advise Senior Management and Marketers on the strategic and tactical corrective actions they should take to push their marketing to deliver better results, effectiveness and ROI. So why do 75% of Marketing strategies and campaign under- perform? We identified many reasons, but here are the two most critical ones: Reason #1 = Weak, Ineffective, Under-performing Customer Value Propositions (CVPs) At Fournaise we have a saying: “in the tyre industry they say power is nothing without control; in the marketing industry, form is nothing without the right content”. If the product, service or message (i.e. the content) you are pushing or advertising is not engaging with and not effective on your target audience, then whatever creativity, media strategy, instore activity or direct, social and digital marketing activity you deploy, will fail to deliver the level of interest, desire and subsequently action you are looking for from your target audience. To fix this issue we advise our clients to run our proprietary Product, CVP & Message Effectiveness Optimisation (PMEO) model, via our unique scorecard-based solution called Fournaise CVPOptimiser™ – it will track, measure and identify the most effective CVPs on their target audience, build a Winning CVP Architecture® and from there the related Optimised Product Story ® that will (scientifically) give our clients’ products, services or messages the best chance to engage with and be effective on their target audience. Reason #2 = Lack of (or Incorrect) Pains, Needs, Wants & Expectations Understanding You can’t develop and deploy effective CVPs if you have not first and foremost identified the correct pains, needs, wants and expectations of your target audience, in the right order (or hierarchy). At Fournaise we identified that Marketers have access to (and spend a lot of money on) all sorts of research data, work with all sorts of insights and research providers, have hundreds (if not thousands) of PowerPoint slides full of tables, charts and statistics, and are at the forefront of the latest research techniques: focus groups, online surveys, machine testing, eye tracking, neuroscience and biometrics to name a few. Yet we measured that 80% of Marketers are drowning in their gigantic pool of data and insights, so much so that: a) They end up over-analysing their target audience, creating all sorts of segments and sub- segments, with all sorts of (often complex) profiling, demographics and psychographics analyses; b) From there they end up losing sight of the big picture and of the most important pains, needs, wants and expectations of their target audience – the ones that truly matter and that should truly be addressed; c) And they end up being unable to rank these pains, needs, wants and expectations in the right order, to thereafter be able to tackle them one by one in their Marketing strategies and campaigns, in the right order. To fix this issue we advise our clients to go back to basics and run our proprietary Pains, Needs, Wants & Expectations (PNWE) Tracking model, via our unique scorecard-based solution called Fournaise PainsTracker™ – to scientifically track, measure and identify the pains, needs, wants & expectations of their target audience, in the right order (hierarchy), and get a crystal clear picture of the ones they should primarily focus on (and why), for which audience segments, for maximised effectiveness and results. At the end of the day the job of Marketing is to deliver incremental customer demand for the organisations’ products/services. Modern Marketing is more a science than an art – a science dedicated to effectiveness, ROI and business results. The sooner Marketers understand this, the sooner they will start winning the trust of their CEOs, and the sooner they will be seen as demand and growth generators. About Fournaise Global Leaders in Marketing Effectiveness Tracking & Boosting (METB). Fournaise tracks & boosts the effectiveness of Marketing, Product, Pricing, Channel, Communications & Branding strategies, programs, campaigns and activities across 20 countries worldwide, 13 industries (B2C, B2B) and 18 languages – to help them generate better results/ROI. For Fortune 500 & Large companies, SMEs and Top Advertising Agencies. Company : Fournaise – The Marketing Effectiveness Tracker & Booster ® Website : www.fournaisegroup.com

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