Please enable JavaScript.
Coggle requires JavaScript to display documents.
Marketing[*]: 66 Ways: Setting Objectives - Coggle Diagram
Marketing[*]: 66 Ways: Setting Objectives
Setting Objectives[*A]
One[*A/1]
What are the Steps[*A/1]
Set and Agree Clear Objectives [*A/1a]:
Start with business objectives[*A/1a/(1)]
Set marketing objectives[*A/1a/(2)]
Numbers and People[*A/2]:
Chrunch the Numbers[*A/2a]
Think People Not Just Numbers[*A/2b]
Optional: Commision Research[*A/3]
Set Communication Goals[*A/4]
Set KPIS [*A/5]:
Set and track KPIs for each objective[*A/5a]
Evaluate Your Results Against KPIs[*A/5b]
How to make a plan[*B]
How to plan notes[*B/1]
How to make a plan case study[*B/2]
How to define your competition[*C]:
How to think about your competition notes[*C/1]:
The case of market share[*C/2]:
How to think about loyalty[*D]:
How to think about loyalty notes[*D/1]:
The profitable loyalty marketing[*D/2]:
How to convert people[*E]:
How to think about conversion[*E/1]:
How to deal with alienation[*F]:
How to think about alienation[*F/1]:
Marketing that genuinely upsets people is probably a bad idea[*F/1a]:
Look behind the headlines, and often the number of complaints is low[*F/1b]:
Know real people don't care much about ads [*F/1c]:
Don’t worry about ‘alienation’ [*F/1d].
Don’t hold back from bold, provocative ideas through fear of alienation [*F/1e].
Instead worry about aggressive marketing. [*F/1f].
Know People are naturally resistant to change [*F/1g].
Know People are far more influenced by the opinions of others than we think [*F/1
How to Think about competition[*G]:
In terms of competition you should be[*G/1]:
Be vigilant[*G/1a]
Track Competition by[*G/2]:
Track and pay attention to market share, not just sales[*G/2a]
Look at long-term trends[*G/2b]
Be care how you define competition so[*G/3]:
Don’t define your competitive set too tightly[*G/3a]
Don’t just use the definition that’s been used for years[*G/3b]
Threats of competitors can be[*G/4]:
Largely a matter of size.[*G/4a]
From multiple smaller brands[*G/4b].
From beyond your immediate category[*G/4c]
But, threats are also[*G/5]
Threats are also opportunities[*G/5a]
How to think of loyalty[*H]:
Instead of measuring loyalty[*H/1]:
Use language to describe feelings/behaviors you want to provoke. [*H/1a]
Use behavioral metrics. [*H/1b]
Thinking about loyalty[*H/1]:
Don’t be seduced by the ‘loyalty myth[*H/2a]
Think of loyalty more as an open marriage[*H/2b]
How loyalty and penetration move[*H/3]:
Don’t think of penetration and loyalty as separate[*H/3a].
Don’t expect penetration and loyalty to move independently[*H/3b]
Penetration is lot more responsive to marketing than loyalty.[*H/3c]
Focusing on penetration over loyalty[*H/4]:
So don’t make loyalty your primary focus[*H/4a].
Focus more on penetration[*H/4b].
Increasing Penetration[*H/5]:
Increase demand among ‘customers’ and ‘non-customers’[*H/5a]
Plan and Budget for scale. [*H/5b]
Have creative ideas that appeal to people who don’t care about you. [*H/5c]
Focus supporting higher prices than increasing volume. [*H/5d]
Behavior metrics[*H/6]:
average spend per transaction[*H/6a]
frequency and weight of purchase[*H/6b]
share of category requirement[*H/6c]
retention rates[*H/6d]
repurchase rates[*H/6e]
cross-selling rates[*H/6f]
Think about Conversion[*I]:
Watch your language[*I/1]
Think ‘nudging’, not ‘conversion[*I/1a]
Use words like ‘remind’, ‘associate’, ‘feel’ and ‘nudge’ instead.[*I/1b]
Avoid persuade’, ‘convert’, ‘recruit’, ‘acquire’, ‘switch’, ‘swap’ and ‘exchange’. [*I/1c]
Thinking about brand buyers and non-buyers[*I/2]:
Don’t think about your brand ‘buyers’ and ‘non-buyers’ as different people [*I/2a]
Don’t talk about ‘our brand buyers’[*I/2b].
Marketing influence on people[*I/3]:
Real people don’t think consciously about brands[*I/3a]
Advertising influences people as a weak force, not a strong one.[*I/3b]
Don’t write briefs with objectives for advertising to ‘make people’ or ‘get people to do’ [*I/3c]
Targeting Brand Image and States of Mind[*I/4]:
Don’t overly focus on brand image scores[*I/4a].
So beware of any KPIs which aim for big changes in brand image scores[*I/4b]
Target situations and states of mind, not segments[*I/4c]
Sustaining statements of mind[*I/5]:
Nudging Continual reinforcing[*I/5a]: