3 questions for TrinityP3 production management expert: Jodi Randall

This post is by Darren Woolley, Founder of TrinityP3With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

As TrinityP3 continues to grow, so does the team of professionals within the company as well as the depth of experience and expertise. In this series I’d like to introduce some of the core team members and their expertise, before having them answer 3 questions on what they do:

  1. What are the challenges facing marketers today in their area of expertise?
  2. How does TrinityP3 assist marketers in this area?
  3. What advice would they give to any marketer facing these challenges?

In this post we direct these questions at TrinityP3 Business Director, Jodi Randall. When it comes to production, Jodi knows her way around both digital and television production. Not only has she extensive production industry experience, she also has post-graduate qualifications in digital and broadcast production from Charles Stuart University.

Production assessments and management has been a core service offered by TrinityP3 from day one and today it means we can offer our marketing and advertising clients a full range of services from aligning structure and process to marketing strategy, right through to the implementation and deployment of the outputs of that strategy.

Q1: What challenges are marketers facing managing production costs?

I think the biggest challenges for marketers when it comes to managing production costs are understanding the detail within agency and production house estimates.  So bringing the opacity to transparency.

They need to be assured of the productions costs versus the production value in both head hour allocation and also the hourly rates.  So what deliverables are the client receiving for the production spend?
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How to manage risk with your content marketing strategy

This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

This is the third of a series of posts based on the video - How to overcome the challenges of content marketing - from the May 2014 seminar, How to be an Effective Content Marketer.

Manage content marketing risk

Featuring brand marketers who have established successful content marketing processes, this panel discusses the challenges associated with content marketing and shares strategies to overcome them.

MC:

Featured panellists:

In the previous post the panel discussed ways to measure content marketing effectiveness.

Today, the marketing panel talk about managing risk with your content marketing strategy and what they learned from mistakes they made on their content marketing journey.

The panel’s definition of content marketing

Ed:
What about the panel’s definition of content marketing? Did you think the examples that I showed earlier, is that all content marketing or is some of that advertising that’s sort of dressed up as engagement driven?
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How E-Tail is evolving into your new best friend

This post is by Toronto-based writer, brand marketer and e-tail enthusiast Katherine Gougeon, who takes a unique look at new opportunities in on-line shopping.

eTail Shop

Game on: how e-tail is evolving from retail outlier to your new best friend

Ten years ago, few believed on-line shopping would take off. Why would anyone buy clothes or shoes they couldn’t try on or even touch? And what if the item didn’t fit or was damaged or – worse – ugly in real life?

Since then, through a series of innovations – technological, logistical and just plain friendly - savvy e-tailers have systematically eliminated all barriers to entry.

Beyond mobile apps, faster delivery times, and free returns, the best of the bunch have turbo-charged the customer experience, creating benefits of use, unexpected perks, and massive communities of engaged users that have left more traditional retailers scratching their heads and green with envy.

First in the water were designer flash sale sites like Hautelook, Gilt and Net-a-Porter. Combining deep discounts, limited brand name inventory, and a time limit to purchase, these pioneers whipped bargain-hunting fashionistas into a frenzy previously reserved for sample sales and Boxing Day.

Since then, on-line shopping environments have continued to refine themselves, borrowing ‘old school’ retail techniques and purchase motivators and reinventing them for a new generation of consumer. A few observations on customer-centric etail innovations that are meeting – and sometimes surpassing - the B&M experience:

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3 questions for TrinityP3 strategic alignment expert: Nathan Hodges

This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

As TrinityP3 continues to grow, so does the team of professionals within the company and so does the depth of experience and expertise. Therefore I want to take this opportunity to introduce some of the core team members and their expertise, before having them answer three questions on what they do being:

  1. What are the challenges facing marketers today in their area of expertise?
  2. How does TrinityP3 assist marketers in this area?
  3. What advice would they give to any marketer facing these challenges?

First up is our General Manager, Nathan Hodges. Nathan has many years of experience with the challenges of co-ordinating cross functional agency teams both as a marketer and to deliver a marketer’s requirements. He has led many major accounts both in Australia and in the UK (but note, he is Welsh, not English, with a sense of humour to match).

He leads and oversees many of the projects undertaken by TrinityP3, but his strong strategical skills means he is particularly effective in assisting marketers to align their agency roster to their strategic requirements. This process is our Strategic Alignment process. The process was initially developed to align agencies and suppliers, but increasingly we are engaged to align the internal structures, resources and processes within organisations to increase both effectiveness and efficiency.

Q1: What are marketers’ biggest challenges managing their resources?

We find the biggest challenges for marketers is a very simple set of challenges and it is all around speed of change, and it’s about how fast your marketing structure and your marketing processes and your marketing skill sets can adapt to that change.
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Posted in agency remuneration / compensation, agency search & selection, agency solutions, marketing process optimisation, marketing procurement, strategic management | Leave a comment

Who won the FIFA World Cup sponsorship value game?

This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.

“Is our sport sponsorship delivering good value?”

This a question we were recently asked by a client.

FIFA World Cup 2014

And having also recently watched the 2014 FIFA World Cup, seeing brands through their sponsored and non-sponsored guerilla activity attempt to win customers over, I thought I’d explore sponsorship value a little deeper.

Let’s play the ‘delivering good value’ game

Whistle blows to signal kick off. Game on.

FIFA has six top sponsor “partners”:

  1. Adidas
  2. Coca-Cola
  3. Emirates
  4. Hyundai Motor / Kia Motors
  5. Sony
  6. Visa.

Many people have been asking who won the World Cup in terms of sponsorship?

Lets delve a little deeper into Adidas v Nike.
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How to measure content marketing effectiveness

This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

While content marketing is definitely a hot topic for marketers, both marketers and their agencies struggle with measuring the effectiveness of their content marketing.

Mind you some marketers struggle with measuring the effectiveness with a lot of their marketing. But it is a particular issue for content marketing, because rather than being campaign focused (like a media campaign, both traditional and digital) it is an engagement strategy executed over a period of time requiring an investment in money and resources.

This is the second of a series of posts based on the transcript from the video - How to overcome the challenges of content marketing – from the May 2014 seminar, How to be an Effective Content Marketer. You can read the first one here.

Featuring a number of brand marketers who have established successful content marketing processes, this panel will discuss the challenges associated with content marketing and share strategies to overcome them.

MC:

Featured panellists:

In the previous post the panel discussed the reasons why businesses were spending money on content marketing without a strategy in place.

Today, the marketing panel share their insights into measuring the ROI on content marketing investment.

People don’t know how to measure content marketing effectiveness

Ed:
Moving on from lack of strategy and then there’s also a lack of confidence in terms of effectiveness, where’s the lack of effectiveness, the lack of confidence and effectiveness coming from, do we think?

Skye:
I think people don’t know how to measure it. They’re a bit scared. Because it’s so new, they’re not sure how to show ROI particularly if they don’t have executive buy-in which I think is very important.

I know at Robert Half, that was one thing from the very beginning, we spent a lot of time educating our executives on why we were doing it. And that helps if they can push it down to the rest of the organisation and you actually get involvement from your people not just the marketing team.

I think that’s where the effectiveness can come, particularly from our situation.

Ed:
When it comes to measurement then, you guys are all experienced content marketers, what tips can you provide the audience in terms of measurement?

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Get emotional in your business or die a digital death

This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.

This post is for aggressive people with attitude problems and poor work ethics. People who are being trouble-makers and political point scorers. As well as for people with empathy and a genuine good nature who feel that they are being down trodden at their workplace.

1990 Cast 90210

The 90s - an era where brand advertising and image ruled

I felt like the poor country cousin in the 90s doing direct marketing. Yet I was a mathematics guy with a heart and a mind who always wanted to know how marketing communications actually performed. I hoped that one day that it would be valued and become a little cool.

The 90s was an era where brand advertising and image ruled. The long lunch occurred every Friday, and marketing funds were splashed around on TV commercial locations, talent, props, post production, and almost anything else you could imagine.

However, the world of marketing and advertising has changed dramatically with a wave of digital technology revolutions:

  • Gary Thuerk, a Marketing Manager at Digital Equipment Corp, launched commercial email by sending the first mass emailing in 1978.
  • The first smartphone – called Simon, remember him? – was released to the public by IBM in 1993.
  • The world wide web was launched publicly in 1993 after Tim Berners-Lee worked out how to weave hypertext to the Internet (a global system of interconnected computer networks).  As a quick aside, the world wide web (or web) is often mistaken for the Internet. The web is just one of the services that runs on the Internet. It is a collection of text documents and other resources, linked by hyperlinks and URLs, that allows you to access information over the Internet
  • Portable computers such as laptops started appearing in the late 80s & 90s
  • Blogging began in 1997
  • Social networks started springing up from 1994 with Geocities, however really exploded from 2002 with Friendster, then MySpace in 2003, Facebook & Bebo in 2005, Twitter in 2006, Google+ in 2011 and many others in between.
  • However it wasn’t until Apple launched the first iPhone in 2007 that we all got excited about touching, swiping, apps and staring down at these incredibly time consuming little mobile phone devices. And according to Nielsen we use on average 26.8 apps per month for approx. 30 hours, 15 minutes in total.

The bottom line is that everything is now measurable. Brand and advertising leaders are now talking ROI and engagement metrics. And as a result, businesses are drowning in massive amounts of data.

Continue reading “Get emotional in your business or die a digital death”

Posted in agency solutions, data & direct marketing, industry news & trends, interesting observations, social media & digital marketing, strategic management | Leave a comment

Do you have a strategy for your content marketing spend?

This post is by Darren Woolley, Founder of TrinityP3. With his background as analytical scientist and creative problem solver, Darren brings unique insights and learnings to the marketing process. He is considered a global thought leader on agency remuneration, search and selection and relationship optimisation.

This is the first of a series of posts based on the transcript from the video - How to overcome the challenges of content marketing – from the May 2014 seminar, How to be an Effective Content Marketer.

With the recent explosion of interest in content marketing, many marketers are rushing to embark on projects without adequately preparing for the very real challenges that content marketing poses.

The content revolution

From organisational buy-in and resourcing issues through to technology roadblocks, the average marketer faces a number of challenges when establishing an effective content marketing approach.

Featuring a number of brand marketers who have established successful content marketing processes, this panel will discuss the challenges associated with content marketing and share strategies to overcome them.

MC:

Featured panellists:

Continue reading “Do you have a strategy for your content marketing spend?”

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How to make the small things unforgettable

This post is by James Welch, a senior consultant with TrinityP3.  A seasoned communications professional, based in Singapore since 2012,  James helps creative, digital and media agencies boost their clients’ brands and businesses across Asia Pacifica and Europe.

Small things count. Or rather, let’s start to appreciate that the small things count.

I was in a meeting the other day with Darren Woolley of TrinityP3. The project is an agency assessment – how to evaluate the relationships between agencies and this particular advertising client. Darren talked through the Issues Matrix.

The Issues Matrix

“To build a relationship fix the big issues and fix the regular issues. If there are big, regular issues the relationship is over already! Fixing big issues might take time. But the regular, little issues are the ones that are unnecessary and will create a relationship breakdown.”

Think about the little things in life

Take a plane ride for example.

When was the last time you sat on a plane and had someone a bit stinky sitting next to you?

You had nothing in common with the person. So you put on your headphones, sank deeper into your chair and by the time the film was half way through, you’d forgotten – for the moment – all about him.

And then on the return flight the person next to you was a little old lady who hardly acknowledged you. Again, you put on the headphones and drift off in oblivion. You watch the movie of your choice.

What commercial messages did you see on that trip? The bank’s video for wealth management, the sports car driving in Italy (or was it Japan?) or the pic of that Swiss watch? And you know what?
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How agencies can build stronger relationships with clients: The art of listening

This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.

Stephen R Covey quote

How many meetings do you sit in where you hear people dropping acronyms, buzz words and BS?

Why do people do it?

To sound impressive?

To get the jump on peers and aim to get promoted?

Or simply because they haven’t clearly thought through what they were going to say and to say anything must be more impressive?

Shut the f$%k up

I learned from a great leader early on in my career that the art of persuasion and talking is actually not to talk at all – and simply to listen and really understand what someone wants. Then deliver a solution to their specific need. Not waffle on about what you want to talk about.

In fact my boss told me at the time, after a meeting, “you need to learn when to shut the f$%k up” as I was talking over a client rather than listening.

Fast forward 20 years and I would like to pass this wisdom on to agencies.

Sell benefits not features

At TrinityP3 we facilitate strategic marketing relationships. This involves analysing existing client / agency relationships, and assessing resource competency and structures, as well as sourcing new suppliers if required. Ultimately to make marketing activity more efficient, effective, and valuable within an organisation.

One of the common themes that I unearth when talking to agencies is that they’d rather talk about themselves than understand what the client really wants. They don’t really unearth the dynamics within a client, and how they could really be of benefit to that client.

A client mentioned to me recently that an agency was offering to help out on a project that wasn’t their core competency. Why on earth do agencies want to shoot themselves in the foot in the attempt to grab revenue at any cost?
Continue reading “How agencies can build stronger relationships with clients: The art of listening”

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