Marketing Success in the Era of Do More With Less Webinar Series

The last few months have been ugly. Budgets have been slashed. Capabilities diminished or eliminated. Roles, responsibilities, and processes have been redefined, and “marketing” may be a shadow of its former self.

Whether you anticipate a prolonged downturn or a speedy recovery, you inevitably need to build a stronger foundation to see your programs and proposals succeed, and have marketing re-emerge as a true strategic partner and growth champion – one that can break through subjectively-fueled management gridlock. 

To help you rise to the challenge, the ANA, in partnership with MarketingNPV, is offering a series of timely webinars exclusive for ANA members to bring you some new thinking on how to succeed in this “do more with less” environment.  Topics for our webcast series include:

April 2nd – Building the “Best” Case for Marketing 

In this webcast we will take a fresh look at the business case for marketing, including the specifics of where and how marketing creates tangible value for the CEO and the shareholders. We’ll share a NEW framework for defining the payback on your marketing investments – one that’s guaranteed to impress the CFO and restore trust and confidence in marketing programs. Included are case studies from two multi-national advertisers – one B2C and one B2B – with examples of how they’ve rebuilt the case for marketing and set themselves on a stronger path to growth. We’ll address the following questions:

• How does marketing drive financial value in recessionary times?

• What type of business case best demonstrates that value?

• How do you credibly account for unknowns in forecasting that value?

• How do you increase the probability of getting marketing proposals approved when resources are tight?

April 30th - Managing the Risks of Doing More With Less

We’re all being asked to do more with less these days.  Fewer dollars to spend means lower margin for error (putting proportionately more eggs in fewer baskets). Yet time and again the best-laid plans are derailed by unforeseen or under-estimated forces that ravage the expected return and destroy professional reputations. From weather to channel disruption; from quality gaffs to competitive surprises, unmanaged and unmitigated risks sap the payback from otherwise successful market efforts and damage brilliant marketing careers. So how can you better prepare to succeed against these odds?

In this webcast, we’ll examine the most common types of risks that affect marketing plans/programs, and provides a simple framework for identifying and managing them.  We’ll also have as a guest speaker a senior marketer from an ANA member company who will speak to: 

• Which risk factors pose the most danger to your marketing plans?

• What strategies can be used for managing or mitigating those risks?

• How do you risk-adjust when deciding which programs or strategies to fund?

• How should you account for the uncertainties of the economy, competition, and other forces beyond your control?

• What are the best ways to communicate risks to others in the organization

May 14th – Metrics That Grab the CFO’s Attention

Are your marketing metrics not quite as persuasive as you’d hoped they’d be? Are they credible and influential in the boardroom? Are you getting the insights you need to help drive resource allocation and decision making? This webcast will focus on what the last 10 years have taught marketers about choosing the right strategic and financial metrics to align the key decision-makers on marketing accountability and performance. 

This is an hour-long look at what metrics seem to work best in demonstrating the value of marketing. We’ll also have a case study from an ANA member company which demonstrates how following the path to continuous improvement in metrics leads to greater insight and credibility when it comes to building new plans and launching new initiatives. Key questions covered include:

• What are the right metrics to focus on?

• How do we get alignment with sales and SBUs on the right metrics?

• What metrics are most influential with finance?

• How do we measure things we have no data for?

May 26th – The Case for Branding in the Boardroom

Of all the things we do in marketing, building and nurturing brands is one of the most important, yet most financially elusive. We know if makes sense strategically, yet branding investments are often amongst the first on the chopping block when it’s time to trim the budget. So how can we build a better business case for continuing to invest in our brand(s)? 

In this webcast, we’ll give you some new financial frameworks for discussing branding with your CEO and CFO, and putting a realistic value around the potential return you’d derive from further investments. We’ll also de-bunk some of the myths of some of the more popular brand valuation methods, and help you put the conversation about branding back on a credible, practical, financially-sound foundation within your firm.

June 4th – Marketing Accountability Forum Recap and Overtime session

On June 2nd, the ANA Marketing Accountability Forum is taking place in NYC. Featured speakers will include Steve Smith, Chief Marketing Officer, Enterprise Rent-a-Car, Bill Mines

Senior Vice President, Finance , Diageo North America, and Mark Chmiel, Chief Brand and Concept Innovation Officer Denny's Corporation. For those of you who cannot make it, we’ll recap the highlights of the event and share the key conclusions. We’ll also ask some of the event speakers to join our webcast to continue the discussion started at the Forum so you can participate too.

Comments

[cheap aion kinah]

Featured speakers will include Steve Smith, Chief Marketing Officer, Enterprise Rent-a-Car, Bill Mines

[mortal gold]

Senior Vice President, Finance , Diageo North America, and Mark Chmiel, Chief Brand and Concept Innovation Officer Denny's Corporation.