Tag Archives: scorecard

Is the Super Bowl really about football? Time for the big ad showdown.

It’s Super Bowl Time. Yippee!

OK. So I’m not a football fan. I don’t dislike it, but I’m usually busy parenting little girls on Sunday afternoon instead of sitting in front of the TV or heading down to the Georgia Dome. But on Super Bowl Sunday, you will actually find me parked on my couch, with the volume turned up so I can hear every single word of dialog on every single commercial. Because, although I don’t care who wins the game, I am an advertising fan.

Yep! I’ll be watching the Super Bowl again for the ads. This is the one time of year that everyone in the business feels a little bit of pride since we know that we’re not the only ones who tune in for the commercials.

No, we ad people are not the only ones hoping that Budweiser runs a spot as funny as the frogs, or Reebok will make us laugh like they did with Terry Tate Office Linebacker. Or will Pepsi (Pepsi pulled out this year) entice us the way they did with Cindy, or will Coke tug at our hearts the way they did with Mean Joe Greene? Maybe. And maybe Go Daddy will run another sexist ad and revel in their bad publicity, too.

The Super Bowl represents possibly the only mass-market television event left. Since the advertising is also well watched by the consumers, it represents a rare opportunity for advertisers to make an impact on a huge audience. Whether a three-million-dollar, 30-second spot generates great ROI is debatable. But what it does create is a few hours on television where advertisers and agencies all want to put their best foot forward. So make your nachos and head to the beer store, because the show is about to begin.

– Jimmy Gilmore, Senior Writer

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Ad Agency Sleepers

Unless you’ve been living in a cave this Millennium, you’ve heard of fantasy football. While you may not play it, appreciate it, or understand all the rules, you know it exists. An FX television show, The League, has even been created to mock this season-long event that has become a part of popculture.

There are a variety of fantasy football leagues, but the premise is simple: pick NFL football players at various positions to make up your fantasy team. Your chosen players’ performance in real life is how your fantasy team performs. If your fantasy team scores more than your opponent’s fantasy team, you win. Boiling it down, the team with the most wins, wins the league.

Most everyone who plays fantasy football knows who to draft. They are the superstars. You know who I’m talking about: Tom Brady, Peyton Manning, Brett Favre, etc. However, the fantasy teams that win may have a superstar, but many also have a “sleeper” or two. A sleeper is a lesser-known NFL player a participant correctly predicts to have a breakout season. The whole point of selecting a sleeper is to give owners a competitive edge with lesser-known players and a better return on investment. Sleepers are a good buy and are the difference makers in any fantasy league.

So, how do fantasy football sleepers relate to advertising, and why should you care? Well, sleepers can be found among advertising agencies, as well. You likely have a basic knowledge of the well-known agencies. You know who they are and their characteristics. They are entrenched in traditional media. They are group owned. They take a long time to get things done, and they bill at really expensive rates. And, you generally get what you pay for, which is good work.  Return on investment: even…at best.

The sleeper agency is the antithesis of the traditional agency mentioned above. It is an agency that may excel in one particular area that fits your category and business model exactly, as opposed to being something for everyone. It is an agency you may not have heard of, but you’ve found by taking your time to research and learn what each agency does well. It may be an agency like Kilgannon that establishes specific objectives and metrics, with a scorecard evaluation, for each campaign or project. Or, it could be an agency that specializes specifically on promotions and driving product trial. By taking the time to learn more about each agency’s strengths, you’ll be in a much better position. Return on investment: the sky’s the limit.

So next time you’ve got a project, challenge yourself. You don’t need to be selecting a new AOR. Do a little research, try out an agency on a project basis, and see if you can discover a sleeper agency to get the competitive edge and return on investment that you need in today’s dog-eat-dog world.

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Use ROI Scorecards to Ensure Success in Marketing High-Involvement Brands

During a recession everyone hops on the ROI bandwagon as marketing dollars are scarce. As soon as the good times return and the marketing floodgates open, most marketers slide it to the back burner. However, for high-involvement brands ROI analysis is mandatory – in good times and bad times. At Kilgannon, we use a scorecard to make ROI analysis relevant, easily understood, and actionable.

But let’s start with what we mean by a high-involvement brand (HIB). This is a brand that has a long sales cycle and the customer perceives some risk with the purchase. It is the opposite of a consumer packaged-goods impulse purchase. Because of the long sales cycle, marketing investments have a long gestation period, sometimes more than a year. It is highly risky for a marketer to wait until the end of a sales cycle to evaluate the marketing spend. This is why milestones are important — to make sure the marketing stays on track.

Our clients have told us that the scorecard we’ve created has proven to be invaluable. For HIBs, the scorecard is like a breadcrumb trail that leads from the marketing activity to the ultimate sale. This process enables a marketer to see the contributions of each phase of marketing activity. In the early stages of the sales cycle this involves measuring the effectiveness of building brand awareness and attitude.

In the middle stages of the sales cycle, customers are beginning to shop for information about the product. This stage is one of the key differences between HIBs and consumer packaged goods. Since HIBs entail more risk, customers go through a research phase where they shop and learn more about the product before making their purchase decision.

Obtaining metrics on product research activity and how it interacts with your brand is essential to understand your ROI. Web analytics, search results, store traffic, call activity, requests for information, and other lead generation metrics are examples of the type of information that fills the middle stages of the scorecard.

The final area encompasses the more traditional financial metrics, such as sales revenue, market share, share of wallet, and willingness to recommend.

By consolidating all these metrics into one scorecard and trending the results, a marketer can monitor his marketing activities in the short term, while achieving his sales goals in the long term. We encourage every marketer of HIBs to use a scorecard so they can be sure their spend is as efficient as possible.

Sample Scorecard for Widget, Inc.

Sample Scorecard for Widget, Inc.

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