![Page 1: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/1.jpg)
1
TM
“Integration-Driven ROI in A Transformational Marketplace”
Don and Heidi Schultz Agora, Inc.
WELCOME!
ISBM Webinar Series
![Page 2: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/2.jpg)
ISBM Mission
ISBM Since 1983...ISBM Since 1983...
…An industry-supported center of excellence; Headquarters at Penn State
OUR MISSION:
• Expand research and teaching in business-to-business marketing and sales in academia…
• Improve the practice of business-to-business marketing and sales for member firms in industry…
![Page 3: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/3.jpg)
ISBM Membership – 2009; Moving to 100 (Capped) by 2010
Agilent
Air Products
Alcoa
Alfa Laval
Analog Devices
Arkema
AT&T
Avery Dennison
Bayer
Brink’s
BSN medical
Ciba Specialty Chemicals
Cisco Systems
ConocoPhillips
Corporate Express
Cox Business
Deloitte
Dow Chemical
Dresser Inc.
DuPont
Eastman Chemical
Eka Chemicals
Ethicon Endo-Surgery, Inc.
ExxonMobil
Ferro
Fin/Econ Partners
Flowserve
Gallup Organization
GE
Grace
Grainger
Greif, Inc.
GyroHSR LLC
Honeywell
IBM
Indium
ITT
JohnsonDiversey
Kennametal
Kimberly-Clark Professional
Kodak’s Graphics Comm.
Lilly
Lonza
LORD Corporation
MARKEM
Monitor Group
Nalco
National Starch and Chemical
New Pig
NIST/MEP
NOVA Chemicals
Objective Management Group
Parker Hannifin
Ply Gem
PPG Industries
Respironics
Rohm and Haas
Sabert
Satmetrix
SAVO Group
Sherwin-Williams
Siemens
Swagelok
3Com
Thilmany
Ticona, LLC
The Timken Company
UBS
WESCO Distribution
Westinghouse
Xerox
ZS Associates 3
![Page 4: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/4.jpg)
“Integration-Driven ROI in A Transformational Marketplace”
Don & Heidi Schultz
• www.agora-imc.com
![Page 5: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/5.jpg)
Integration-Driven ROI in
A Transformational
Marketplace
Integration-Driven ROI in
A Transformational
Marketplace
Don and Heidi Schultz
ISBM Webinar
13 November, 2009
![Page 6: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/6.jpg)
Discontinuous Change Signals a
Transformational Marketplace
Discontinuous Change Signals a
Transformational Marketplace
TimeTime
Ev
en
tsE
ve
nts
Change
![Page 7: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/7.jpg)
When Will Things Get
Back To Normal?
When Will Things Get
Back To Normal?
![Page 8: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/8.jpg)
Most Likely,
This Is Normal!Most Likely,
This Is Normal!
![Page 9: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/9.jpg)
In B2B Marketing and
Communication We’re in a
Marketplace Revolution,
Not a Marketplace Evolution
In B2B Marketing and
Communication We’re in a
Marketplace Revolution,
Not a Marketplace Evolution
![Page 10: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/10.jpg)
Transformation Creates More
Pressure to Justify
Marketing and
Communication Spend
Transformation Creates More
Pressure to Justify
Marketing and
Communication Spend
![Page 11: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/11.jpg)
If You Can’t Count It,
Cut It!
If You Can’t Count It,
Cut It!
![Page 12: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/12.jpg)
But,
Marketers Seem to Have Fallen
Into the Same Financial Quagmire
Trying to Prove Marketing and
Communication Work
But,
Marketers Seem to Have Fallen
Into the Same Financial Quagmire
Trying to Prove Marketing and
Communication Work
� Six Sigma
� Balanced Scorecard
� Marketing Mix Modeling
� Other Quantitatively-Driven, Historical, ROI
Systems
![Page 13: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/13.jpg)
Using Tools That Don’t Fit or
Can’t Be Made to Fit
Using Tools That Don’t Fit or
Can’t Be Made to Fit
� Quantitative financial systems that
assume…
�Static marketing situations
�Availability of optimal solutions
�Are backward-looking
� Ignore any network effects
�Methodologies can be employed in all
situations
![Page 14: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/14.jpg)
Everyone and His Brother
Has An ROI Approach
Everyone and His Brother
Has An ROI Approach
![Page 15: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/15.jpg)
And, More Are Being
Invented Every Day
And, More Are Being
Invented Every Day
![Page 16: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/16.jpg)
The Problem Is:
None of Them Are
Compatible, Comprehensive
and Certainly Not Complete!
The Problem Is:
None of Them Are
Compatible, Comprehensive
and Certainly Not Complete!
![Page 17: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/17.jpg)
Traditional Measures of
Marketing and Brand Returns
Traditional Measures of
Marketing and Brand Returns
Customer-Based
Brand Equity
Attitudinal
Data
Hierarchy of
Effects
Brand Tracking
Studies
Three Pathways
Short-Term
Incremental Sales
Cash
Flows
Marketing Mix
Modeling
ROCI
Branded
Business Value
Present/Future
Brand Value
Discounted Cash
Flows
Brand
Scorecards
![Page 18: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/18.jpg)
And, CFOs Know They
Don’t or Can’t Work
And, CFOs Know They
Don’t or Can’t Work
“Survey Finds CFOs Skeptical of Their Own Firms’ ROI Claims”
� 60% believe their marketing departments have
inadequate understanding of financial controls
� 70% said their companies do not use marketing inputs
and forecasts in financial guidance to Wall Street
Advertising Age, July 15, 2008
![Page 19: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/19.jpg)
Not What You Wanted to Hear
Given Today’s Economy,
Right?
Not What You Wanted to Hear
Given Today’s Economy,
Right?
![Page 20: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/20.jpg)
What to Do?What to Do?
![Page 21: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/21.jpg)
We’ve Been Looking at the
Wrong End of the
“Communication Funnel”
We’ve Been Looking at the
Wrong End of the
“Communication Funnel”
Measuring Outputs, Assuming Valid Inputs Measuring Outputs, Assuming Valid Inputs
We’ve Started Here – ROI
![Page 22: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/22.jpg)
What We Should Have Been
Studying Is What to Put in the
Media Communication System
What We Should Have Been
Studying Is What to Put in the
Media Communication System
Valid Inputs Determine Useful Outputs Valid Inputs Determine Useful Outputs
…Determines What You
Get Out Down Here
What You Put in
Up Here...
![Page 23: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/23.jpg)
Proposing an Alternative Plan
for Measuring Marketing
Communication Success:
Where ROI Is the Result, Not
the Goal
Proposing an Alternative Plan
for Measuring Marketing
Communication Success:
Where ROI Is the Result, Not
the Goal
![Page 24: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/24.jpg)
It All Starts With a Holistic,
Integrated Approach to
Marketing and
Communication
It All Starts With a Holistic,
Integrated Approach to
Marketing and
Communication
![Page 25: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/25.jpg)
Which Has Been Massively
Complicated by Technology
Which Has Been Massively
Complicated by Technology
ConsumerConsumer
Internet – WiFi
Mobile Telephony
iPods/MP3 -- podcasts
Social Networks
Cable/satellite
Blocking Systems - TIVO/DVRs/ Filters/Pop-up Blockers/etc.
![Page 26: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/26.jpg)
Creating Today’s Marketplace Creating Today’s Marketplace
MarketerCustomers/Prospects
Competitors
Competitors
Competitors
Competitors
Messages and Incentives
Products and Services
Word-of-Mouth New Forms of Media
Web Search
Em
plo
ye
es/R
ecom
mend
ers
/Dis
trib
uto
rs/I
nflu
encers
Agency � Media � Sales Force
![Page 27: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/27.jpg)
How Can Anyone Possibly
Untangle All the Brand
Contacts Companies Send
Out and Customers and
Prospects Receive…or,
Generate?
How Can Anyone Possibly
Untangle All the Brand
Contacts Companies Send
Out and Customers and
Prospects Receive…or,
Generate?
![Page 28: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/28.jpg)
You Can’t If You Keep Trying to
Measure Message Distribution
You Can’t If You Keep Trying to
Measure Message Distribution
![Page 29: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/29.jpg)
An Even Bigger Problem…An Even Bigger Problem…
Customer to Customer
Attitudes
Cust
omer
to
Bra
ndSales
Brand to C
ustomer
Brand
Information
and Value
Here’s The Problem
![Page 30: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/30.jpg)
Fact:
ROI Is Assumed to be a
By-Product of Media Distribution
But,
ROI Occurs as a Result of Media
Consumption, Not Media
Distribution
Fact:
ROI Is Assumed to be a
By-Product of Media Distribution
But,
ROI Occurs as a Result of Media
Consumption, Not Media
Distribution
![Page 31: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/31.jpg)
It Is Marketing Communication
Inputs into the Funnel…
It Is Marketing Communication
Inputs into the Funnel…
Inputs Are Key:
Allocation
…That Are Really Important!…That Are Really Important!
![Page 32: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/32.jpg)
Those Determine What Comes
Out in Marketplace
Measurement
Those Determine What Comes
Out in Marketplace
Measurement
If You Do Allocation
Right, Acceptable ROI
Will Follow
![Page 33: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/33.jpg)
If the Message Distribution
Isn’t Right in the Beginning…
You’ll Never Get an
Acceptable ROI…
No Matter How Statistically
Sophisticated Your ROI
System
If the Message Distribution
Isn’t Right in the Beginning…
You’ll Never Get an
Acceptable ROI…
No Matter How Statistically
Sophisticated Your ROI
System
![Page 34: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/34.jpg)
As the IT People Have Said
For So Long…
As the IT People Have Said
For So Long…
Garbage In…
….Garbage Out!
![Page 35: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/35.jpg)
All ROI Measures Assume
CONSUMPTION of the Media
Forms You Distribute!
If It’s Not Consumed,
Nothing Happens!
All ROI Measures Assume
CONSUMPTION of the Media
Forms You Distribute!
If It’s Not Consumed,
Nothing Happens!
![Page 36: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/36.jpg)
What Do We Know About
Media Consumption?
Very Little!
What Do We Know About
Media Consumption?
Very Little!
![Page 37: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/37.jpg)
Only Media Audiences Know
What Media Forms They
Consume and What Impact
That Has on Their Purchasing
Habits…
Only Media Audiences Know
What Media Forms They
Consume and What Impact
That Has on Their Purchasing
Habits…
![Page 38: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/38.jpg)
What We Really Need Are
Media Consumption Measures
What We Really Need Are
Media Consumption Measures
Response
Media
Exposure
Media
Exposure
Media
Exposure
Media
Consumer
Potential Synergy
Via Simultaneous Media Usage
(Messages Reinforced)
Potential Fragmentation
Of Attention
(Message Impact Diluted)
Foreground/Background Media
Time Allocated To Each Media Form
![Page 39: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/39.jpg)
Media Consumption Measures
Are Complicated by
Simultaneous Media Usage,
Multi-Tasking and the
Importance of the Media Form
to the Receiver!
Media Consumption Measures
Are Complicated by
Simultaneous Media Usage,
Multi-Tasking and the
Importance of the Media Form
to the Receiver!
![Page 40: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/40.jpg)
That Means “Integration”,
But,
Not Just Integrating the
Outbound Messages,
Integrating the Entire
Customer Communication
Experience
That Means “Integration”,
But,
Not Just Integrating the
Outbound Messages,
Integrating the Entire
Customer Communication
Experience
![Page 41: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/41.jpg)
Integration of the Entire
Communication System Is Critical
Integration of the Entire
Communication System Is Critical
Customer
Brand Experiences
Internet Systems
Electronic Systems
Brand Experiences
• Web sites
• Customer Service
• Tech support
• Social Media
• Friends
• User communities
• Blogs
• RSS
• Influencers
• Recommenders
Audiences Retailer Agencies Messages
![Page 42: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/42.jpg)
That Calls for a New Media
and Promotional Planning
Approach…
That Calls for a New Media
and Promotional Planning
Approach…
![Page 43: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/43.jpg)
Allocating the Right Media
Forms to the Right Customers
and Prospects, at the Right
Time, in the Right Amount…
In Short, an Integrated
Approach to B2B Marketing
and Communication..
Allocating the Right Media
Forms to the Right Customers
and Prospects, at the Right
Time, in the Right Amount…
In Short, an Integrated
Approach to B2B Marketing
and Communication..
![Page 44: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/44.jpg)
The Customer Focused
Integration Approach
The Customer Focused
Integration Approach
1. Customer IdentificationFrom Behavioral Data
2. Valuation of Customers/Prospects
3. Creating & Delivering Messages & Incentives
4. Estimating Return-on-Customer- Investment
5. Budgeting, Allocation, Evaluation &Recycling IMC
![Page 45: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/45.jpg)
Using a Customer-Focused,
Inside-Out Approach
Using a Customer-Focused,
Inside-Out Approach
� Solutions
� Information
� Values
� Access
S I V A
![Page 46: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/46.jpg)
S Is for Solution to Customer
Problems and Concerns:
S Is for Solution to Customer
Problems and Concerns:
� Customer Question: � How can I solve the problem I have or
expect to have?
� Brand’s Answer:
� Here’s our solution to your problem
S
![Page 47: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/47.jpg)
I Is for Customer Need for
Information
I Is for Customer Need for
Information
� Customer Question: � Where can I learn more about your
Solution to my problem?
� Brand’s Answer: � Here are the answers to your questions
– ways to get the information, plus the products and services you want or need
I
![Page 48: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/48.jpg)
V Is for Customer Questions
About Value
V Is for Customer Questions
About Value
� Customer Question: � What is the total sacrifice or cost to get and
use your solution to my problem?
� Brand’s Answer: � Here’s the total cost for “our solution” and,
here’s the value you get for the price you pay
V
![Page 49: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/49.jpg)
A Is for the Customer Needs for
Access
A Is for the Customer Needs for
Access
� Customer Question: � Where can I get or find “your solution” and,
how easy will it be to obtain?
� Brand’s Answer: � Here’s where you can find “our solution” ,
here’s the total cost and the experience you will have in obtaining and using
A
![Page 50: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/50.jpg)
A Difference in Where
Integration Takes Place
A Difference in Where
Integration Takes Place
� 4 Ps View
� Product
� Price
� Place
� Promotion
� Selling/marketing at the end of the process
� SIVA View
� Solutions for Customer
� Information for Customer
� Value for Customer
� Access for Customer
� Marketing/branding driving
the process from the beginning
S I V A
![Page 51: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/51.jpg)
With a Customer Focus,
You Can Generate
Measurable, Relevant, Useful
and, Believable
ROI!
With a Customer Focus,
You Can Generate
Measurable, Relevant, Useful
and, Believable
ROI!
![Page 52: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/52.jpg)
What Should Go In?What Should Go In?
Customer Product
Usage
Outputs from the Funnel:
Accurate and Relevant ROI
Financial Value
of Customer
Customer
Media Usage
Estimated Customer
Returns
![Page 53: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/53.jpg)
But,
Where Do We Get the
Necessary Inputs for
Allocation?
But,
Where Do We Get the
Necessary Inputs for
Allocation?
![Page 54: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/54.jpg)
Most of the Data You Need Is
Inside Your Organization….
You Simply Need to Find It
and Then Align the
Organization
Most of the Data You Need Is
Inside Your Organization….
You Simply Need to Find It
and Then Align the
Organization
![Page 55: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/55.jpg)
55
Customer
Channel
DataSales
Credit/
Financial
Data
Accounting
Customer
End-User
Data
Marketing
Traditional
Attitudinal
DataResearch Dept.
Customer
Feedback
Data
Customer Service
Product Use/
Application
Data
Tech Support
Customer/ChannelDatabase
![Page 56: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/56.jpg)
Integration of Planning ProcessesIntegration of Planning Processes
Source: Adapted from Cranfield School of Management
Marketing FinanceHuman
ResourcesInformationTechnology Operations
CEO
Step One: Customer Identification fro Behavioral Data
Step Two: Valuation of Customers/Prospects
Step Three: Creating & Delivering Messages & Incentives
Step Four: Estimating Return-On-Customer-Investment
Step Five: Budgeting, Allocation, Evaluation and Recycling
Cu
sto
mers
![Page 57: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/57.jpg)
This Is the Type of Integrated
Marketing and
Communication Approach
We’ll be Discussing in the
ISBM Seminar in January…
This Is the Type of Integrated
Marketing and
Communication Approach
We’ll be Discussing in the
ISBM Seminar in January…
![Page 58: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/58.jpg)
Agenda As PlannedAgenda As Planned
� A New Marketplace – Meeting
The Challenges
� What We Know Abut IMC
� 7 Basic Concepts
� Marketplace Transitions
Change Integration
Requirements
� “Push” vs. “Pull”
� B-to-B Branding in an IMC
Context
� 4 Stages of IMC
� 5-Step IMC Process
� Applying the 5-Step IMC Process to
a B-to-B case
� Basic Thoughts on Measurement
� The Three Pathway Model
� Pathway 1: Customer Brand Equity
� Pathway 2: Short-Term Sales
� Pathway 3: Brand Valuation
� Challenges of Measurement
� Internal Marketing
� Next Steps in IMC
� Summing Up
Day OneDay One Day TwoDay Two
![Page 59: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/59.jpg)
We Hope You’ll Join Us in
Pittsburgh!
January 13 and 14, 2010
We Hope You’ll Join Us in
Pittsburgh!
January 13 and 14, 2010
For more information contact Paula Dorminy at ISBMPhone: 814.863.2782
E-mail: [email protected]
![Page 60: Don and Heidi Schultz Agora, Inc. - fastcle.com · 13/11/2009 · Don and Heidi Schultz Agora, Inc. WELCOME! ISBM Webinar Series. ... Objective Management Group Parker Hannifin](https://reader035.vdocuments.site/reader035/viewer/2022081521/5ace5e9b7f8b9ae2138b46a1/html5/thumbnails/60.jpg)
60
TM
Archived recording of today’s event at www.isbm.org
For more information on ISBM:[email protected]
814-863-2782
Thank You!