Diane de la Baronniere

Have you seen our latest report? In Burning Platforms, CMOs from BT, Halfords, HSBC, M&S, Samsung and Tesco share perspectives on research from AAR and The Drum exploring the ‘burning platforms’ of the modern marketing ecosystem. As the role of the CMO becomes more challenging and complex, this is essential reading. Discover more below. #MarketingOperatingModel #MarketingOperations #MarketingReport https://lnkd.in/eKrYY4bH

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Excellent summation from Les Binet here on maximising effectiveness, efficiency, ROI and enhancing margins by doing some simple things with media spend distribution but also the core of the effectiveness is creativity. I find creative is often observed as an overhead of advertising rather than an investment but the research doesn't lie - amazing creative is as big an ROI multiplier than other factors combined, so the payback of these combinations in the short, medium and long term is absolutely worth it.

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🗣 I recently had a chat Marketing Week about the 'language of effectiveness' 💻 https://lnkd.in/esrjZfHM 🧠 Some great philosophies on this and Marketing's role within an organisation from fellow contributors: Jo McClintock of Trainline Gina O'Halloran of Diageo Robbie Balfour of AEG Jon White of RS Group plc It was a pleasure to be a part of this great spread and wealth of experience! We covered a lot of ground, including: 💡 That the Research showed that marketing effectiveness is deemed to be most closely related to the outcome of comms campaigns and growing market share 💡 The need to balance the long and short term goals and helping others understand the value of both 💡 Speaking the same language as the rest of the business and being clear on what your goals are, internal demystification and understanding of why marketing is 'not just a cost centre' 💡 Functional vs business effectiveness and the connection due to overarching goals. Coupled with cross functional responsibility and ownership vs silos 💡 Consumer communications and advertising 💡 Pricing, involvement in the 4 Ps, and focus 💡 Culture and brand's connection to this - being and staying relevant 💡 Role in category - and how it differs for the brands within it 💡 Brand image and legacy Thanks Niamh Carroll for having me and hearing about how we're doing things at The Collective UK | B Corp™ as the diary shaker uppers! #Effectiveness #Brand #Communications #Culture

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SMG's Talking Shop Webinar took place yesterday and had a panel of experts from Boots UK, L'Oréal, and Bayer. It was a fantastic webinar on the continued growth and emergence of Retail Media Networks. Some key themes - 1st party data is key. A retailer's data is the backbone of their Retail Media Network - Use the 1st party data carefully. More regulation is around the corner - There will continue to be a growth in Retail media networks globally. Launch impactful creative that speaks to your users - Retail Media is no longer seen as bottom of the funnel. Use the channel for brand awareness too - Digital is not just on-site, but also means in-store digital and audio - Measurement remains a focus. The closed look attribution of RMNs is one of their major advantages - Short term objectives are often related to ROAS. But don't discount long term objectives such as number of new customers gained with a campaign - If you are a bricks and mortar retailer then run ROPO analysis (research online, purchase offline - and vice versa) as the majority of purchase still happen in-store - Lookalike targeting is key - both on site and off-site Look forward to the next webinar

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Two of the largest #retailmedia players are now reaping the Attention 👁️👁️Advantage of #directmail as part of their offsite options for CPG clients. Come and join this fantastic webinar with JICMAIL to understand why …

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Great post below from Mark Whalley... and written before we both wondered around the Food & Drink Expo yesterday, in amongst a sea of small / fledgling exhibiting brands... many of whom will likely (and sadly) struggle to "make it big" for many of the reasons he touches on below. And as he says... "anything that [does] work is quickly and cynically replicated by the big boys (or bought by them)" Two things struck me in the conversations I had whilst wondering around yesterday: 1. there was a remarkable amount of self belief amongst smaller brand owners despite the fact that they were exhibiting alongside several other "me too's" - especially in the functional / wellness drinks 'category' (of which there were several examples). I absolutely admired this, but I was left wondering how much room there is in the market for all of them... ... but what IS the market? Well... 2. Several conversations hinted at the fact that many of these brand owners had no intention of throwing their hats into the mainstream grocery market! These guys preferred, instead, to limit their trade to the more artisanal specialist / farm shop / deli (independent) channel which aligns better with their own brand's DNA, and which limits the chances of being eaten alive by the 'big boys'. For some of these entrepreneurs I spoke to, maintaining a semblance of differentiation comes at the known cost of swimming in a smaller pool with fewer competitors, thereby limiting the volume sales they might one day have dreamt of. But this, they believed, is a price worth paying for survival (as well as pride). These guys have recognized that what Mark says below is true i.e. the big grocer's seeming aspirations to focus on 'pile it high - sell it cheap' vs. the brand owners' aspirations of 'pick me - I'm special' are not easy bedfellows - so they've opted for a different bed. Does this mean that we face a future when we won't see anything truly different and exciting in our supermarkets because it simply isn't there - not just because we can't see the wood for the trees? Does this mean that the current focus on 'pile it high, sell it cheap' will result in a sea of increasing sameness, and on which the only battle is for the cheapest prices? It would be very sad if that is the case... #icshoppers #retail

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Ecellent Retail Marketing approach - the briefing is jist great

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I shared some thoughts (and learnings!) about my time spent in influencer marketing! Thanks Taryn Williams for the feature on #gifted. Couple of key takeaways; > Influencers are primarily a brand channel. Let's not use this as a direct response channel, or else we will all fail > Let the talent take the lead on creative - they know their audience better than you > Execute a tiered approach, and integrate this content across multiple touch points so that there is creative consistency and frequency of credibility > Get going! Perfect doesn't exist Knock yourself out here: https://lnkd.in/g2ZuB7vc #influencermarketing #brandmarketing #content #gifting #influencerstrategy #brandbuilding #integratedmarketing

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We’re all-in on full-funnel performance at Nest, but there are a few edge cases where I couldn’t, in good conscience, recommend a FFP strategy. Under-optimised conversion - if you’ve got headroom to improve direct response, that’s a revenue opportunity you want to prioritise. Highly seasonal brands - this is more about timing. If you’re in one of your peaks, distributing budget to brand awareness makes no sense. If demand is high, capture it. Lack of creative - FFP comes with a significant creative load. You’ll need less heavy branding and enough resources to build out a strong creative library. Budget restrictions - awareness campaigns need sufficient budget for the kind of reach you’re aiming for. If you don’t have the budget, FFP won’t drive performance. All that being said… every case is unique. If you’re not sure if you’re in the right place for FFP, send me a DM and I’ll do my best to advise.

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An interesting article via The Drum about how smaller, sustainably driven brands have to battle the often unsubstantiated claims of big brands about the genuine environmental benefits of their respective products. It also includes a few handy tips on how to stand up to greenwashers... https://lnkd.in/e-HrfJWx #greenwashing #sustainability

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Did you know 45% of people say they are more likely to notice a catalogue sent in the post than a marketing email? If you're in the planning phase for your Christmas activity take a moment, grab a cup of tea and discover more fascinating more stats and benefits for catalogues in our blog. ➡️

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N. 1 Marketing Hazard.    A couple of years ago, I took a small team  through a very involved brand planning process for a small (2% of market) brand.   Very different to what we’d done before. We did it alongside different brands for the first time.   Loads of people on Teams. Multiple agencies. Lots of market data. Lots of dissecting. Breakouts with people that didn’t know each other and not enough time to finish tasks we didn’t understand.   New words - ones you would NEVER use if a customer walked into your shop —> Leverage —> Anchor space —> Demand space —> Consumer recruitment   “In what particular part of the morning  was a particular type of consumer  who cares about one particular thing at a particular time in their life  going to drink one particular type of drink?”   Over Engineered.    I didn’t think that saying “I don’t know, they can drink it when they bloody want!” was allowed. So I tried to work it out.    You see, I’d been sucked in.  Maybe this was the grown-up way to do things. The ‘right’ way.   I questioned everything I thought I knew.  Moved all the thinking we’d done around  until I had some words on slides  that the people running the show started to nod at.   But when I presented the new strategy to the board  I had to keep looking at my slides to keep track. Because the words - were not mine.   And when I presented it back to my team, I felt myself sinking because I realised… and then a trusted peer confirmed it:   “You sound like you’ve disappeared up your own arse” 🎤 Words people don’t really say on a page in a format “everyone” puts it in does not a strategy make. The following year, we kept it simple.  Started from what we knew.  Reminded ourselves where we wanted to get to. Decided the most important things to do to get there. Wrote that down. Reviewed it monthly. 🚤 🚤 🚤 Small businesses are like speed boats, not ocean liners, or container ships, like the big ones. Do not look at them. You don’t need the kind of engineering that makes them move. I am not convinced they do but that's another story. Look at your boat. And what it needs to go faster. You know. It’s your boat.   * Do you have someone who will grab you if you start to disappear? * Day 11 of 30 days on #smallbusiness and #startups #challenger #founders #brandstrategy #freelance

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This is why I shied away from mainstream media journalism in my career choices. The only way traditional press can garner the clicks to pay the bills is with divisive, sensationalist press. For a start the undertone of racism here is grossly apparent. Beyond that, these are young people on the verge of a massive tournament with huge pressure. If any of these 'writers' can tell me how tearing them down, ramping up the strain and brutalising them is going to help them win, I'd be delighted to hear it? I loved the Beckham doc for so many reasons, not least the absolute two fingers up he gave when booed and hated but it's clear all these years it still affects him. This attitude filters to the terraces, then the leagues, then grass roots and then to kids. The FA is desperately trying to stamp out racism, homophobia and pressure from parents ruining kids experiences of sport. And then it reaches locker rooms, then classrooms and then offices and then we wonder why we have a male mental health crisis. I have a 14 year old son who has played football his whole life. Loves training, hates competing because of this sort of attitude. The things those boys call each other on the pitch. With the justification 'well, that's football, you can't change it'. It's mens mental health month. If you really want to improve the appallingly high death rate from suicide in this country start here. We really need to hold our press to higher account. If you want to see our national teams win, support them, wholeheartedly and condemn this type of lazy, reductive reporting.

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Has anyone spoken to you about CTV? Probably. As with anything new and shiny in media, we've all probably been guilty of running before we walk. A recent survey we conducted showed that 49% of marketers surveyed don’t understand the advantages of CTV. Right, there's work to be done then and obviously as this is LinkedIn, I have an ulterior motive.... We've produced a really good study which you can find on the link below. This report explores consumers’ and marketers’ attitudes towards CTV and reveals key insights into what motivates UK consumers to watch video content on CTV devices and engage with CTV ads. Check it out and get in touch for any CTV questions. https://lnkd.in/ewthWgE2

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This is worrying on so many levels. Gamifying loyalty programmes to encourage consumers to spend more, during a cost of living crisis. Barely covering up your own cash flow and profitability agenda in the very thin shroud of ‘great value for our customers’. Unregulated in the way that say the gaming industry is regulated. The argument that it is a choice rather than a mandate doesn’t hold water - activity like this is cynically based on consumer psychology and known to adversely affect those least able to make the right decisions Multiple supermarkets copying each other’s approach so as not to miss out. Activity like this gives marketers a bad name. Don’t be that marketer.

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What is Mantis from Reach plc and Reach Solutions? Can it help your marketing? (I hear you ask 🤔) PM me to learn more.... #digitalmarketing #reachsolutions

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Did you know that on average a pound invested in advertising returns just over £4 in profit? Or that TV accounts for nearly two-thirds (63.0%) of profit payback beyond the first week of advertising? Good news, you can now download the full research 'The new business case for advertising' which Thinkbox Ebiquity plc EssenceMediacom Gain Theory Mindshare Wavemaker UK recently launched, and watch the live stream sessions on demand to help inform your brand's growth plans. Grab a cuppa and get stuck in to this fascinating new study on the power of advertising to elevate your business: https://lnkd.in/eDGsP2iD

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This is a really insightful piece on the changing demographics on TikTok as it coincides with the growth of TikTok Shop, making the potential buying power much greater. We shall see.. https://lnkd.in/eCqwqJa9

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