Marketing Practices to Improve Your Process
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The document discusses marketing practices that focus on collaboration, visibility, and efficiency while keeping pace with technology. It highlights challenges faced by marketers, such as late campaigns, misaligned strategies, and difficulties with reviews and approvals, and offers solutions through structured routines and content sprints. The importance of adapting to market changes, coordinating across functions, and maintaining strategic alignment is emphasized to foster successful marketing outcomes.
Marketing Practices to Improve Your Process
- 1. Practices at pace with marketing technology @BRYANRHOADS - OPAL SEPTEMBER 2018
- 2. BRYAN RHOADS DIRECTOR OF STRATEGY
- 5. M A R K E T I N G P R AC T I C E S AT PAC E W I T H T E C H N O LO GY Marketing behaviors that transcend strategies, promote collaboration and run modern brands.
- 8. of marketers report late campaigns or missed deadlines 89% Source: Marketing Collaboration Index
- 9. are strategically misaligned 81% Source: Marketing Collaboration Index
- 10. struggle with reviews & approvals 71% Source: Marketing Collaboration Index
- 11. What Can We Change? VISIBILITY ALIGNMENT EFFICIENCY @BRYANRHOADS@WORKWITHOPAL
- 13. C H A L L E N G E Social programming across agencies, departments and space programs @BRYANRHOADS@WORKWITHOPAL
- 14. Collaboration in the 1960’s VISIBILITY
- 15. #eclipse2017 Strong Calendar & Weekly RoutineALIGNMENTVISIBILITY +
- 16. http://marketingcollaboration.com VISIBILITY ALIGNMENT EFFICIENCY Measure Yourself!
- 17. M A R K E T I N G P R AC T I C E S More collaborative routines, new habits & practices that keep pace with technology TARGET
- 18. MARKETING PRACTICES Plays in Your Playbook Marketing is a Practice of Action. Marketing Practices are useful behaviors. More collaborative routines, new habits & practices that keep pace with technology CONTENT REVIEW STORY FORECAST CONTENT SPRINT RUN OF SHOW CRISIS MANAGEMENT CMO REVIEW WEEKLY COMMS SCENARIO PLANNING DAILY STAND-UP
- 19. BASIC PRACTICES
- 20. RUNNING THE REVIEW 1. Trending - Facilitator opens with what's trending/spiking. Welcome any guests. 2. Mini-Retro - Facilitator reviews performance of previous content - highlights & lowlights. 3. Priorities - Facilitator reviews Campaigns or Stories currently in Market. If this review is part of a Content Sprint, then the Facilitator shares sprint priorities. 4. Round-Robin - Each Lead reviews content pending approval. Approver: Approve content or Decline with comment. Dynamic calendars and screen sharing help facilitate collaborative practices like reviews. 5. Wrap & Notes - Call out action items & next steps - Send out Notes & Calendar A FUNDAMENTAL PRACTICE THAT ENSURES OVERALL CALENDAR ACCURACY, VISIBILITY AND TEAM COHESION. THE PRACTICE A RECURRING SESSION THAT ALIGNS AND MOVES YOUR WORK FORWARD. WHY IT MATTERS EFFECTIVE REVIEWS SERVE AS A CENTRAL MILESTONE IN YOUR PROCESS. PRODUCE, REVIEW, REFINE, REPEAT. ROLES • FACILITATOR & SCRIBE • CHANNEL OR CAMPAIGN LEADS • APPROVER Content Review
- 22. RUNNING THE SPRINT 1. Kick-off - Define sprint objectives and prioritize. Team commits to deliver assets and content types mapped to the stories in the market. Sprint Owner assigns tasks to individuals, removes roadblocks and tracks progress. 2. Daily Stand-ups - 30 minutes or less. Some teams use Slack rather than a formal meeting to share daily updates. 3. Update Calendar - Owner updates campaigns and market opportunities. Use a central calendar, a shared virtual space or on the wall. 4. Content Review - A weekly deadline that the team aims to meet. A one-hour session to review and approve assets, content and copy of the sprint. 5. Retro - 30 minutes at the end of the sprint to review your process. Retro’s can be more about the process itself rather than creative or strategy. CONTENT SPRINTS ORCHESTRATE OMNI-CHANNEL STRATEGIES AS THEY REMOVE SILOS AND FOCUS RESOURCES ON OUTPUT. THE PRACTICE CONTENT SPRINTS ALIGN YOUR TEAM AROUND A ROUTINE THAT CULMINATES IN A CONTENT REVIEW. WHY IT MATTERS THE PACE OF THE MARKET REQUIRES AGILITY AND COORDINATION. ROLES • SPRINT OWNER • CORE TEAM MEMBERS • ANYONE CREATING THE “MARKETING MIX” - I.E. EMAIL, WEB, COPY, GRAPHICS, SOCIAL, ETC. Content Sprint
- 23. Content Sprint (Run of Week) ALIGNMENT
- 24. RUNNING THE FORECAST 1. Upcoming moments - 2 to 3 months out. Events, Campaigns, Competitive, Cultural, Seasonal, etc. 2. Round-Robin - Have each member report our on priority stories and moments they are proposing and owning. 3. Plot Calendar - In real-time, facilitator and scribe plot new stories, campaigns and market opportunities. Use a central calendar, a shared space or on the wall. 4. Add Detail - Include key moments or milestones where possible. Call out opportunities. Note potential conflicts. 5. Finish - Obtain agreement. Each member should have a clear understanding of ownership and expectations. 6. Follow-up - Share calendar and publish notes to participants and stakeholders. A STRATEGIC LOOK AT THE MARKET, WHAT STORIES ARE IN MARKET AND WHAT STORIES SHOULD BE IN MARKET. THE PRACTICE PERIODIC PLANNING THAT ADJUSTS TO THE MARKET, CHANGES IN CULTURE AND CUSTOMER BEHAVIOR. WHY IT MATTERS STORY AND CAMPAIGN REFINEMENT. MARKET-INSPIRED MESSAGING & REAL-TIME OPPORTUNITIES. ROLES • FACILITATOR • SCRIBE • STRATEGISTS AND CHANNEL LEADS. • OPTIONAL: MEDIA PLANNERS. CROSS-FUNCTIONAL ROLES LIKE PR Story Forecasting
- 25. M A R K E T I N G P R AC T I C E Story Forecasting PRODUCT LAUNCH BRAND PROGRAMMING PRODUCT INITIATIVE EVENT CAMPAIGN TENTPOLE More accurate planning, consistent storytelling, refinement based on strategy across Nestlé brands. CHALLENGE BEHAVIORS Quarterly Meetings Visual Mapping More than campaigns Stories View in Opal TECHNOLOGY Make a spreadsheet and send it around. @BRYANRHOADS@WORKWITHOPAL ALIGNMENTVISIBILITY + + EFFICIENCY
- 27. C H A L L E N G E High-regulatory requirements & governance needs w/o content spoil @BRYANRHOADS@WORKWITHOPAL
- 28. In-restaurant, traditional and digital experiences - everyone on the same strategic page. • Weekly Review • Legal Routine • Risk-reduction EVENT Legal Alignment M A R K E T I N G P R AC T I C E ALIGNMENTVISIBILITY +
- 29. C H A L L E N G E Missed opportunities through inability to react swiftly to culturally relevant moments @BRYANRHOADS@WORKWITHOPAL
- 30. Scenario Planning Real-time marketing that can keep Airbnb contextually & culturally relevant • 90% Forecasted • 10% Real-time • Upfront Research EVENT M A R K E T I N G P R AC T I C E ALIGNMENTVISIBILITY + + EFFICIENCY
- 31. C H A L L E N G E A/B Testing and collaboration across Media Team, Creative, Social & Agencies @BRYANRHOADS@WORKWITHOPAL
- 32. BEHAVIORS Detailed Media Kits Audience profiles 10 x copy & 6 x videos Moments in Opal TECHNOLOGY Make a spreadsheet and send it around. @BRYANRHOADS Media Kits M A R K E T I N G P R AC T I C E ALIGNMENTVISIBILITY + + EFFICIENCY
- 33. C H A L L E N G E Campaign coordination & orchestration without burnout @BRYANRHOADS@WORKWITHOPAL
- 34. @BRYANRHOADS Workback Plan M A R K E T I N G P R AC T I C E ALIGNMENTVISIBILITY + + EFFICIENCY WEEK 6: Digital Intake & Alignment (Wed) Intake Form Director approves STANDING MEETINGS DELIVERABLES RULES WEEK 5: StoryTime (Strategy Review M/W/F) Social Strategy Director approves WEEK 4: Social Content Kick-off (Mon) Calendar Changes require 4 to 6 week reset WEEK 3: Social Concept Review (Tues) Concepts & Guides CD & Director approves WEEK 2: Social Creative Review (Thu) Final Creative CD & Social Strategist approves WEEK 1: Calendar & Media Align (M/F) Final Media & Calendar Calendar Locked, changes requireVP WEEK 0: Daily Social Standup Final Assets & Publishing
- 35. M A R K E T I N G P R AC T I C E S Workstream Need Behavior Technology StoryTime Build out campaigns & Storylines Strategist led review of storylines. Director approves. Wall-Walk Run of Show CES Strategy & day-by- day activation Ascending storyline, choreography and asset creation Spreadsheets On the Fridge Floating pre-approved content 2-week moment calendar w/ daily resets and listening Spreadsheet & Dropbox
- 36. Workstream Need Behavior Technology Daily Brief Activate internal employees Weekly debrief of brand activity to Email or Slack Celebrity Takeover Celebrity social account takeover Storyline creation + moments Opal Content Studio Geo shopper model Content “pack” creation and weekly delivery Email & Dropbox M A R K E T I N G P R AC T I C E S
- 37. M A R K E T I N G P R AC T I C E S More collaborative routines, new habits & practices that keep pace with technology TARGET
- 38. http://marketingcollaboration.com VISIBILITY ALIGNMENT EFFICIENCY Measure Yourself!
- 39. Thanks