Logo client

Presenting THoM’s Marketing Performance Portfolio

January 2009

1

Presentation1

– Draft –

We offer four services in marketing performance

2

Gap analysis of marketing effectiveness vs. best in class:

• Customer interview checklists• Scoring & benchmarks• Identification of improvement areas

360° QuickScanStarting

point

Dashboards

Strategic model mapping brand position to value creation:

• Interviews• Data collection & data mining• Analysis of strategic options

Value Capturing

Quantify return & prioritize marketing campaigns & projects:

• Define business objectives• Calculate costs & investments• Decide metrics to use• Build the ROI model

Marketing ROI

Define performance metrics:

•Define business objectives per department and process•Define dashboard structure and KPI, targets to reach and measurement process•Monitor performance

Presentation1

– Draft –

The House of Marketing has a unique approach by combining a holistic marketing view with in depth quantitative modeling.

Based on its unique position in the market, combining marketing and consulting expertise, The House of Marketing is perfectly placed to offer ROMI

• Holistic marketing view to link Marketing Performance to strategic objectives, segmentation and go to market planning

• Analytical skills & quantitative comfort to select the metrics that matter, to bridge data gaps and to build financially sound models

• Specific in-house expertise backed up by a solid financial background with proven impact for clients across B2B and B2C sectors

• Neutral, unbiased view, unlike competitors such as SW vendors or advertisement agencies

3

Presentation1

– Draft –

Some references

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7THoM Meeting – Libelle Marketing & Mobile – RNDB-FRDB

– Draft –

Free and paying premiums can increase sales substantially

• Paying premiums also create additional sales if the product matches with the target group

• The Libelle apron has created an increase of sales of 11,13%

• Paying premium actions imply high risks however if the product doesn’t appeal enough to the target group.

Free premiums

Paying premiums

0,0

0,5

1,0

1,5

2,0

+31%

+13%+26%

+4%+16% +12%

Libelleweekly

salesincrease

(%)

Sales increase with free premiums

Necklace(picture)

Lipstick NecklaceLipstick Necklace Purse

5THoM Meeting – Libelle Marketing & Mobile – RNDB-FRDB

– Draft –

I n the Libelle marketing budget, TV advertising takes the biggest share, followed by free premiums and radio advertising

Beside the out of pocket budget, paying premiums are financed by the readers to reach the breakeven of additional costs of the objects included in the magazine edition.

Marketing budget

(%)

TV Free premium

Radio POS Advagency

Weekly postering

Other

Out of pocket marketing budget

Print

40

20

19

9

32

1 5

5757

Strategy: Marketing projects each serve business objectives and have a competitive positioning40 projects in development and 20 running services

DOMAIN PROJECT

Strategy, planning and support1 Strategy and planning Marketing plan2 Customer knowledge CSI + Qualitative surveys + Winback… 3 Customer knowledge Net margin / CAI4 Sales programs Large Account Strategy5 Sales programs High Account Strategy6 Sales programs Multisites Strategy

Communication7 Communication ATL Campaign (of which tactical) 8 Communication RUE Communication Pack9 Communication Roadshows

10 Communication Customer Days11 Communication Clusters12 Communication Energy News

STRATEGIC VIEWCompetitive positioning Business Objectives

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1 Segment marketing mgt meeting

33ESK.C.J G MM BT.Phase 1_discussion document Stoffels.6Apr07.ppt

– Draft –

I n B2B, the largest budgets of Belgian Marketeers are most often for Events and Direct Marketing

%

Events &trade fairs

28.8%

25.1%

13%

DM Newspapers &

magazines

Question: What medium takes the largest % of your budget?

N=323Conventional

TV

5.9%

Source : Annual Marketing Survey 2007, The House of Marketing

34ESK.C.J G MM BT.Phase 1_discussion document Stoffels.6Apr07.ppt

– Draft –

No DM activities are currently allocated in Emeala

(in %)

Total allocated

100% 76%

19.5%

4.5%

Events Advertising Memberships

DM PR Mktg support

EMEALA 2007 Allocated Budget split by activity

Allocated budget: 909,- KEUR(= 62% of the budget)

Opportunity to introduce DM and compare return vs other activities Opportunity to introduce DM and compare return vs other activities

88

A. ROI calculator

Preview tool

1111

B. Portfolio view

Preview tool

3

1. Value measurement model for trade shows and events

Value

Time0 1 2 3 75 64 8 119 10 12

0

25

50

75

100

event 6 months4/6/8 weeks 9 months 12 months

Kongsberg CDI Software

20%

Existing customer

New customer

• Dexia B2C - Prioritizing campaigns based on ROMI tool

• Electrabel B2B - CLTV of all marketing activities

• Delhaize B2C - ROMI of pricing positioning

• EskoArtworks B2B– Calculating ROMI of events

• Akzo Nobel B2B - Optimizing brand positioning

• Dupont B2B – Balancing short and long term activities

28

Customer equity versus Market value - Netherlands

0

0.2

0.4

0.6

0.8

1

0 0.05 0.1 0.15 0.2 0.25 0.3 0.35 0.4

CustomerEquity

Share of Market value

BrinkMolyn

Sigma

SikkensSigma

• Trimetal has a lower brand equity than Brink Molyn• The relative brand equity of Trimetal / Brink Molyn is aligned with

the brands having a lower market value

• Trimetal has a lower brand equity than Brink Molyn• The relative brand equity of Trimetal / Brink Molyn is aligned with

the brands having a lower market value

Wijzonol

Veveo

Caparol

Herbol

avg

avg

Trimetal