AOM16 Design Flexible Marketing Campaigns

#SDAOM @JustinGabbert

JUSTIN GABBERT

RIG THE GAME: HOW TO DESIGN FLEXIBLE CAMPAIGNS THAT LEARN AND EVOLVE


What do I mean by rigging the game?


Create a game that you cannot lose


How does a campaign “lose”?

• Missed goals

• Minimal conversions

• High cost per conversion

• Negative sentiment

• Low engagement

• Hurts the brand

• Little to no learnings


Imagine you work for a large beer manufacturer


And here’s Duff’s campaign process…

1.  Annual Planning & Budgeting

2.  Big Idea(s)

3.  Campaign budget allocation

4.  Campaign briefs

5.  Partners/Agencies pulled in

6.  Strategy adjustments made

7.  Go Live!

8.  Weekly status calls

9.  Ad Hoc email reports

10.  Final wrap up report & analysis


What’s missing?


1.  Annual Planning & Budgeting

2.  Big Idea(s)

3.  Campaign budget allocation

4.  Campaign briefs

5.  Partners/Agencies pulled in

6.  Strategy adjustments made

7.  Collectively define KBOs, KPIs & learning objectives

8.  Campaign evolution strategy 9.  Go Live!

10.   Actively evolve campaign

11.  Weekly status calls

12.  Ad Hoc email reports

13.  Final wrap up report & analysis


How does this help us rig the game (campaign) so we can’t lose?


Collectively Define KBOs


KBO = Key Business Objective


Key Business Objectives

• Key Business Objectives must be measurable

• Key Business Objectives must fulfil on corporate initiatives

• If you have more than 1-2 KBOs they’re no longer “key”


Key Business Objectives

Duff wants to: 1.  Increase sentiment

& awareness among West Coast bartenders

2.  Increase sales to neighborhood bars


Duff’s influencer marketing campaign is born!


Duff’s Influencer Marketing Campaign

• Increase sentiment & awareness among West Coast bartenders • Bartenders follow trendy social accounts for inspiration

• Bartenders visit trendy blogs to see what’s “in”

• Bartenders love industry events



• Increase sales to neighborhood bars • If we can convince bartenders that Duff is the new “throwback” trend, they’ll stock our beer and push it to customers.



• The Duff West Coast Party Tour • San Diego • Los Angeles • San Francisco • Sacramento • Portland • Seattle



• Who’s invited? • Bartenders • Social Media influencers • Bloggers • Local Yelp Elite



• What makes the party special? • Unexpected locations • Countless artistic photo opps • Free beer • Tons of trendy Duff swag • Celebrity musician performance


Collectively Define KPIs


KPI = Key Performance Indicator


Key Performance Indicator

• Key Performance Indicators must have a target • A metric without a target is not a KPI…it’s a metric

• KPIs must directly impact KBOs • If you have more than 3 KPIs they’re no longer “key”


Key Performance Indicators

• KBO: Increase sentiment & awareness among West Coast bartenders • KPI: 300 bartender, influencer, and Yelper social posts per party

• KPI: 5 blog article mentions per party • KPI: Increase Duff’s net sentiment score by 30% in each region for 3 weeks.


Key Performance Indicators

• KBO: Increase sales to neighborhood bars • KPI: 10 new bars stock Duff in each region

• KPI: Increase bar regionals sales by 20%


Collectively Define Learning Objectives


Learning Objectives = IMPORTANT!


Learning Objectives

How can we use this campaign to gain valuable insights?


Learning Objectives

Insights can & should be a key deliverable for a campaign


Learning Objectives

• For future marketing Duff needs to know: • How can we reach our target consumer?

• What messaging resonates with the target consumer?

• How should we target each West Coast region?

• How should our messaging change for each West Coast region?

• How do our target consumers respond to our product?


Learning Objectives

• These insights will inform future: • Ad targeting • Ad Copy • Social content • Blog content • Campaign activations • Product development


Campaign Evolution Strategy


Should we wait until the end of the campaign to put these insights into

action?


We should develop a pre-planned strategy to continually optimize.


Campaign Evolution Strategy

1.  Inform Execs & Management 2.  Measurement strategy 3.  Testing & optimization strategy 4.  Consumer insights strategy 5.  Creative & channel marketing

resources available to make ongoing changes


Inform Execs & Management

• We need buy in because: • Multiple messages will be in market during tests

• Campaign messaging will change • Campaign targeting will change • We will need to pull & add elements to parties

• We need resources to take action and evolve the campaign


Duff’s Measurement Strategy

• Leading indicators of KPI health • Website Performance

• Landing page engagements by channel • Event sign-ups by channel

• Social Ad Performance • Ad copy performance (influencers & bartenders)

• Targeting performance (influencers & bartenders)

• Ad network performance (influencers & bartenders)

• Email performance • Influencer response rate • Bartender response rate


Duff’s Testing & Optimization Strategy

• Website Performance •  Install testing platform to adjust copy, CTA, images, etc.

• Social Ad Performance • 3-5 variations of each Ad • Run all Ads & eliminate poor performers • Based on insights, develop new Ads to challenge top

performers • Email performance

• 3-5 variations of subject headline • 3-5 variations of email body content & imagery • Send variations to small sample & eliminate poor

performers • Based on insights, develop new emails to challenge top

performers


Duff’s Consumer Insight Strategy

• Social Listening & Intelligence • Monitor social feedback during & after each event

• Analyze consumer language, sentiment, and amplification

• “On the ground” insights • Interviews with bartenders & influencers at each event

• How did you hear about it? • How can we make it more appealing to others? • What would make the party cooler? • What would make you want to share this event? • What changes would you like to see made to our

product?


Duff’s Evolution Resourcing Strategy • Analyst

• Site-side analytics • Website testing • Social listening & intelligence

• Media Strategist • Testing Ad copy, imagery, and targeting

• Email strategist • Testing Email subjects, imagery, and content

• “On the ground” insights strategist • Designer & Copywriter

• Works across all channels to puts insights into action


GO LIVE: The West Cost Tour Begins


First Stop: San Diego!


West Cost Tour San Diego

ü Influencers RSVPs are steady ü Influencers promote the event ü Bloggers RSVP are steady ü Bloggers promote the event X Bartender sign-ups are low


Actively Evolve Campaign


Low bartender attendance…

• Increase sentiment & awareness among West Coast bartenders

•  300 bartender, influencer, and Yelper social posts per party

•  5 blog article mentions per party •  Increase Duff’s net sentiment score

by 30% in each region for 3 weeks.

• Increase sales to neighborhood bars

•  10 new bars stock Duff in each region

•  Increase bar regionals sales by 20%


Bring in the Analysts

• Social Ads & Emails are actually driving plenty of bartender traffic to the campaign landing page, but no one is signing up yet.


Maybe it’s our creative?

Vs.


Maybe it’s our creative?

Vs.

+18%


Maybe we need more urgency?

Event Date: Jan 25th, 2017

Vs.

Event Date: Jan 25th, 2017 Only 85 spots still available!


Maybe we need more urgency?

Event Date: Jan 25th, 2017

Vs.

Event Date: Jan 25th, 2017 Only 35 spots still available!

+35%


Key Learnings

• San Diego bartenders respond well to posh clubs, DJs, and disco lights.

• San Diego bartenders will wait to convert unless there’s a sense of urgency.


Campaign Evolution

• San Diego bartenders respond well to posh clubs, DJs, and disco lights. • New iterations of social ad and email creative • Begin targeting social users with affinities for local posh clubs and bars

• Event decoration & activations shift • Carry creative over to test for the Los Angeles event


Key Learnings

• San Diego bartenders will wait to convert unless there’s a sense of urgency. • Duff will need to create a sense of urgency when asking bartenders to stock their beer


Campaign Evolution Process


Launch Campaign

Test

Launch Winning

Variations

Test Learnings Across

Channels

Use Learnings for Future Campaigns

Develop New Campaign Strategy


Rigging the Game KBOs KPIs Learning Objectives Inform Execs & Management Measurement strategy Testing & optimization strategy Consumer insights strategy Creative & channel marketing resources available to make ongoing changes

Aligned on corporate initiatives Clear measurable foundation Good/bad performance, we still have a valuable deliverable Green light to change course Quantitative insights Insights into action Qualitative insights Insights into action


QUESTIONS?

Thank You