With ever increasing pressures on corporate finance, The C suite are demanding the Marketing Department ‘Show them the Money’. It is in the shared interest of both Agency and Client to demonstrate the effectiveness of their campaigns – not only to secure future funds but also as a critical stage to learn and improve from.
This workshop will provide the key skills, strategies and mindsets to help set-up, measure and prove beyond reasonable doubt the effectiveness of a campaign.
The workshop will cover -
- the need to start early to collect the data;
- how to interrogate the data to find the story inside the numbers;
- the need to discount any other factors that could have influenced sales; and
- demonstrating a clear correlation between communication and the end sales impact.
We will then conclude by showing how to work out the Return on Marketing Investment. Finally we will discuss many of the practical aspects and difficulties of putting together a coherent case.
At the end of the workshop, the delegates will be more confident in writing a compelling effectiveness paper.
The course will be highly participatory, involving both discussion and activities. The intent is to build from real life situations that the delegates can apply the very next day.
Paul spent 25 years in advertising agencies (Saatchi & Saatchi and Grey) defining the strategic direction for companies such as Procter & Gamble, Reckitt Benkiser, Gillette, and Glaxo SmithKline.
Paul is a Psychologist with Business training (having a post grad in Marketing, an MBA, An MSc in Behaviour Change as well as being a Master Practitioner in NLP. He is one of the lead editors for the IPA and trains extensively in the area of Behavioural Economics and Neuroscience.
Paul now spends his time as a freelance strategic planner, facilitating strategic meetings, as well as running training programmes..
Paul has recently worked with EY, Barclays, Invesco, RBS, Sainsbury’s, LEGO, SSE, SABMiller, BT, AvisBudget, NSPCC, GSK, TFL, ECCO, BASF – as well as a wide range of Advertising agencies (such as McCanns, DLKWLOWE, Grey, Leo Burnett, Ogilvy, Publicis, WCRS, Saatchi, LBi, Fallon, and Havas).
Paul is married with four children and two dogs. He is still mad enough to be an active rower!
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Add to Calendar 2018-01-09 08:30:00 2018-01-09 10:30:00 Europe/Dublin Judging and Proving Campaign Effectiveness The C suite are demanding the Marketing Department ‘Show them the money’. It is in the shared interest of both Agency and Client to demonstrate the effectiveness of their campaigns – not only to secure future funds but also as a critical stage to learn and improve from. Irish Writers Centre 19 Parnell Square Dublin 1 IAPI info@iapi.com
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Add to Calendar 2018-01-09 08:30:00 2018-01-09 10:30:00 Europe/Dublin Judging and Proving Campaign Effectiveness The C suite are demanding the Marketing Department ‘Show them the money’. It is in the shared interest of both Agency and Client to demonstrate the effectiveness of their campaigns – not only to secure future funds but also as a critical stage to learn and improve from. Irish Writers Centre 19 Parnell Square Dublin 1 IAPI info@iapi.com