Effects Roadmap - JWT Planning Tools Book

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JWT PLANNING TOOLS 154

What is the main purpose of this tool?

The main purpose of the Effects Roadmap is to map the effect of the things we make. It is a model of how we believe our activity will provide a financial benefit for our clients and their brands, and it is also the structure by which we will measure the effects.

Where in the process should this tool be used?

Measuring the effect of the things we make is an ongoing activity, so the Effects Roadmap tool can be used throughout the process.

However, you have to start somewhere, so the best place to start is towards the end of the Make part of the process…just as it turns into the Discover part again.

How does this tool work?

This tool is a format to guide your thinking. The starting point of the thinking and the roadmap is our activity — the things we make. The end point is some financial benefit to our client’s business. The tool helps you map out the steps between these two points — the way the things we make can create the effect.

How to use this tool?

Using this tool does take some effort, but it will be one of the most valuable things you can do as a Planner. So please take the time to think about it carefully and then work through each of the stages to build the roadmap with data.

The Effects Roadmap has two parts; on the left side, starting from communications, plot the steps and effects you need to achieve in order to reach the end ‘profit’ effect.

In the right hand column, plan what data you are going to gather and how you are going to gather it in order to measure whether each step on the tool has or hasn’t happened. It’s probably worth saying now, you should prepare for quite a lot of effort in gathering the data. It is often harder to get it all together than it is to work out what the effect is!

You will almost certainly find that you will need to amend the Roadmap as you go. New data sources will become available, or unplanned effects may happen. This is not a problem. In fact you should plan for some unplanned effects and build them in as you go.

In building your model it is easier to start from the bottom — or the profit — and work you way back:

Effects Roadmap

1. Business effects

How will the campaign provide your client with a stronger business?

Will it increase revenue (such as increasing sales volume), increase margin (maintain sales volume with a price increase), decrease costs (encourage people to behave differently such as buy on-line), etc.

Remember that, at a minimum, the client money spent creating the work or things that run in the world must be exceeded by the profit generated by that work. Otherwise the client might as well have put their money in the bank to get interest on it. Also remember that not all effects have to be about growth. Stemming a decline or maintenance of a strong position are equally valid.

2. Behavioural effects

The way we want people to act differently; such as recommend, trial a product, visit a showroom, etc.

Bear in mind both the on and off line behaviours that might be important.

3. Attitudinal effects

The way we want people to think or feel differently; perceive the brand differently, imagery, consideration, affinity, etc.

4. Communication effects

Direct impact of the communications such as awareness, recognition, participation, etc.

Some example steps you might use include:Communication effects

DRIVE TRIAL RECOMMEND TO

OTHERS SHARE WITH

OTHERS

INCREASE SALES VOLUME INCREASE

CONSIDERATION EXCITE THE TRADE

BUY MORE OFTEN BLOG ABOUT INCREASE

DISTRIBUTION

FIG. 50: EXAMPLE STEPS ON THE EFFECTS ROADMAP

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Once you have constructed a roadmap the next step is to find ways to measure the effects at each step. You may have to start by auditing what data is actually available. It is common that you may have to spend some time in the client’s organisation hunting for what information they have. It is nearly always the case that you will find something useful.

In some cases you may want to set up some new research in order to measure the effects you are planning for. This might be something ongoing to measure overall brand and communications, or you might want to test something that is very specific to what you have made.

Be creative about how you are measuring. Sales and tracking studies are an obvious source of data, but you can often also measure paid, owned and earned media in real time (video views, facebook likes, Twitter comments, blog posts, clickthroughs, time spent, etc.).

Search through the multiple public data sources that you can find on the internet. Annual reports for example often have lots of useful information.

— Think about all the ways the communications could provide an effect

For example, HSBC and The World’s Local Bank was designed to give a sense of size, scale and stability and expertise while at the same time developing brand values people could associate with. As a result of these attitudes HSBC could attract new customers while building greater loyalty amongst existing customers, impacting on increased revenue.

— Try to think about secondary audiences such as employees, the trade, etc.

The model for Kit Kat brand communications might be to drive saliency, create brand appeal for consumers and excitement in the trade and increase the likelihood of consumers looking for Kit Kat in front of shelf when making an impulse purchase.

— Set objectives that will stretch the brand

Try to set objectives for each of the steps. Evidence shows that those brands that set stretching objectives are more likely to be effective than those who don’t.

Once you have built your roadmap and gathered some data DON’T STOP. The Effects Roadmap is an ongoing tool. You can refine and develop your model, it will improve it, and you will learn more about what is happening.

You can see examples of Effects Roadmaps in the following pages.

Effects Roadmap

FIG. 51: HSBC EFFECTS ROADMAP

HSBC Effects Roadmap

Client:

Brand:

Date:

Campaign:

Contact:

Job no:

Communications

Pro½t

Communication EffectsAttitudinal EffectsBehavioural EffectsBusiness Effects

Measured by:

Brand tracking

Analyst comments

Annual reports

Brand tracking

Customer satisfaction

Recommendation

Average product cross-sale

Market share by deposits Awareness of

campaign

Values of diversity Image of scale,

size and stability

Image of expertise

Brand that shares my values Brand I trust

Increase loyalty Attract new

customers

Increase revenue

HSBC

15th July 2011

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FIG. 52: KIT KAT EFFECTS ROADMAP

Kit Kat Effects Roadmap

Client:

Brand:

Date:

Campaign:

Contact:

Job no:

Communications

Pro½t

Communication EffectsAttitudinal EffectsBehavioural EffectsBusiness Effects

Measured by:

Communications tracking

Shares, views, time spent

Brand measures

Likes, shares

Distribution measures

Sales team feedback

Rate of sale

Share of market - volume Create

saliency

Excite the trade Increase brand appeal

Increase quality distribution Look for Kit Kat in

impulse purchases

Increase frequency of purchase Increase sales

Kit Kat

15th July 2011

Effects Roadmap

NOTES

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JWT PLANNING TOOLS 160

We very much hope that the tools in the book prove useful to you in your pursuit of great strategies and ideas. And ultimately useful in turning these into things we make.

If you are able to use these tools it will help JWT be more Worldmade, and will help us develop more distinctive things.

These books will evolve over time. If you have any ideas for tools, we would very much like to hear them to incorporate into future editions.

Please also share your experiences of the tools in action.

In particular, please share your examples. If we can gather more

examples from our wide and varied network, our individual and collective knowledge will grow exponentially.

You can do this by sending them to [email protected].

Lastly, these tools should help make the planning we do more interesting and more fun.

Now go visit the tools on-line, www.myjwt.com/planning-tools

In document JWT Planning Tools Book (Page 155-163)