We are the world’s marketing effectiveness company.
Warwick Cairns, Strategist,
The Effectiveness Partnership
Gurdeep Puri, Founding Partner,
The Effectiveness Partnership
Effectiveness in Action.
The Effectiveness Partnership has worked with TBWA offices across North America, APAC, Europe and the Middle East, upskilling colleagues around the world in the theory and practice of Effectiveness. Here we recap on that training exclusively for you.
We’d love to hear from you. Let us know where and how you’ve put your training into practice, and how you’ve found the experience. If you’ve encountered any stumbling-blocks along the way we’d like to hear about those too – with our experience we may be able to offer you some tips. Drop us a line at email@example.com
What is Effectiveness?
Effectiveness is the discipline of producing commercially successful creative work.
It’s a discipline built on a philosophy: value and creativity belong together. Value is generated when creativity is effective. And creativity is effective when it is applied to generating value.
Five basic principles
1. You have to plan for Effectiveness. It’s not just about retrospective measurement
2. The ultimate goal of effectiveness commercial success on the P&L or the balance sheet. It’s about earning more money from your marketing than you spend on it.
3. Commercial returns are only achievable by changing what people actually do.
4. Agencies change what people do by changing the ways they think and feel, overcoming barriers and building on triggers.
5. To be effective, a campaign must take consumers on a journey from where they are now to where we need them to be. All campaign activities can be mapped accordingly
The Flow of Effects
Effectiveness works through a chain of cause and effect. We call it the Flow of Effects.
At the top we have VALUE. It’s the ultimate reason why for any advertising or marketing activity. With very few exceptions that value takes the form of commercial return.
At the bottom we have the creative EXECUTION and its impact on its audiences. What they see and what they hear, how that makes them feel, and why.
If creative work has the power to change the way people feel about a brand or product, chances are it will change the way they behave towards it. It helps overcome barriers they previously had to it, and adds weight to potential triggers. It might make people buy it for the first time. Or if they’re already buying it, it might make them buy more. If enough people do that, the brand will start to see increases in its penetration or frequency figures. And the ultimate end result is VALUE. Increased commercial.
The StratMap® is a unique Effectiveness tool built by The Effectiveness Partnership on the principle of the Flow of Effects.
It crystalizes, clarifies and organises thinking. It forces alignment and coherence across teams and wider organisation.
It offers a simple yet detailed single-page view of every single step in a brand’s communications strategy, all the way from ‘upstream’ financials to detailed executional specifics.
Working with KPIs
The StratMap® informs better strategic KPI’s. By which we mean fewer, clearer, more relevant.
There are four main kinds of KPIs we use in a StratMap®
• The commercial KPIs. Money. It’s all about the money. Dollars, Yen, Pounds, Euros. You earn more money by improving your market performance. Which brings us to…
• The market KPIs. Penetration or Frequency. There are two main ways to improve your market performance. Either you get new customers (penetration), or you get your existing customers to buy more (frequency). And how you do that is by…
• The consumer KPIs. Behavioural and Attitudinal change. You increase penetration or frequency by changing the way consumers behave. You change the way they behave by changing the way they think and feel. Tracking and other pre-and-post research will give you this data. Done? Not quite. You have to show that it is your work they are responding to, and not other unrelated factors. That’s why you need…
• The campaign diagnostics. These will show how many people your work reaches, and how they respond to it.
StratMap® and DisruptionX®
StratMap® can be used as a starting point for TBWA’s DisruptionX® tools.
The top section helps with Brand Economics®. The bottom section helps with Experience Economics®.
Effectiveness begins at the beginning, and carries you through all the way to the success that lies at the end.
So next time you receive a client brief, take a little extra time, right at the beginning, to really interrogate it and think about how Effectiveness can help. Here are five questions to consider:
1. What will create the required flow of effects?
2. What are the commercial, market and behavioural outcomes the brand is looking for?
3. What will trigger that behaviour change?
4. What comms and activity will drive it?
5. How will it be evaluated?
If you do this right at the start you’ll find that your efforts will pay back many times over as your work progresses. Every subsequent task will be noticeably easier and more effective. And when the time comes – we hope – to enter your campaign for industry awards, you’ll have an inbuilt advantage.
You can even practice on existing case studies before applying it to ‘live’ work.
Years of working with agency and client teams around the world makes us confident in saying that once you start on the journey of Effectiveness, and once you see the benefits, you’ll never look back!
Good luck! And do feel free to share your successes, your challenges and your comments with us here at TEP.