presentation of marketing efficiency consulting offer

1. Marketing Efficiency
May 2012
Cabinet conseil en optimisation des moyens marketing
192, avenue Pierre Brossolette MALAKOFF • www.marketingefficiency.fr

2. Marketing & Communication : a new landscape
COMPANIES ARE NOW “OPEN SOURCE”
 Social networks, customer relations platforms, PR relations, these are new ways companies have
to include to their interactions with potential clients.
 Advertisers are now confronted to new challenges: answering consumers quickly while sticking
to the Brand’s values, thus quickly adapting to new technologies and more flexible marcom
organizations.
MANAGING MARKETING AND COMMUNICATION STRATEGIES
HAS NEVER BEEN SO COMPLEX
 Within a fragmented, complex and constantly evolving media world, brand communication
management aims at building ‘platforms’ made of a mix of actions including all types of media
and off medias.
 Commercial, marketing, communication; boundaries have become hazy.
MEDIA FRAGMENTATION, INCREASE OF MARCOM SPENDING?
?
 The organizational issues in the MARCOM departments often go with an increased pressure on
economical/financial performance
 Companies are increasingly looking for greater productivity from investments in marketing
Marketing Efficiency – Présentation commerciale

3. Our advertisers’ offers in a nutshell
TYPOLOGY DELIVERABLE
 Defining clear strategies for communications,
defining objectives, organizing resources,
Offer 1
MarCom strategic organization
forecasting budgets, formalizing communication
Consulting plan, developing practical KPIs
 Dealing with the « make or buy » decision : Re-
evaluate what is required from investments in
marketing and how to work more effectively
Offer 2 Setting up the Marcom organization internally and with a roster of agencies.
 Implementing operational solutions
 Deciding which external companies to hire and
giving them a clear scope of work, how to
Offer 3
properly incentivize them and how to keep them
Communication agencies facilitation focused on delivering effectively against those
KPIs, to account for greater value from
investments in marketing.
Marketing Efficiency – Présentation commerciale

4. MarCom strategic organization Consulting
Methodology (1/2)
Offer 1
STEP ADDED VALUE DELIVERABLE
 Mission objectives and KPI’s definition
 Understanding client’s needs
 Planning to delivery
Audit and analysis  Formalization
 Requirements : organizational charts,
 Organizational audit
emails, phones, contracts
 Role and responsibilities of each
stakeholder (client, teams, agencies,
Marketing Efficiency)
 Information to project’s participants:
Project Management  Key milestones meetings for project starting date and objectives, expectations
management
Marketing Efficiency – Présentation commerciale

5. MarCom strategic organization Consulting
Methodology (1/2)
Offer 1
STEP ADDED VALUE DELIVERABLE
 Documentary study: Project, studies,
Contracts
 Meeting with process key actors  Analysis summarization
Diagnostic phase
 Face to face or online interviews via  Sharing with client
Evaluating*
 Attending meetings
 Benefit from a third party expert
 Organizational options
Recommandation writing
 Implementation roadmap
 Benefit from our benchmarks
Recommandation
 Set up follow up  Mission results
implementation
Marketing Efficiency – Présentation commerciale

6. Setting up the Marcom organization
Offer 2
SCOPE OF WORK ROADMAPS
Defining Scope of Work & Objectives and KPIs Setting up objectives and milestones for yearly
for : projects
- MarcCom Dept’s
- Collaborators
PROCESSES ANNUAL COMMUNICATION PLAN
Setting up working processes, internally and Defining strategic communication objectives
with the agencies Involving top management and procurement
departemnts
Budget management and yearly action plan
Marketing Efficiency – Présentation commerciale

7. Communication agencies facilitation
Offer 3
BRIEFING TO AGENCIES AGENCY PITCH MANAGEMENT
Because some briefs are more complex than others due Dealing with an agency pitch process requires a lot of
to their technicality (social networks, web…), or time and has a strong political impact. We coach clients
because some issues require that you spend a lot of to help them focus on the strategic point of the
time working on an internal consensus, we will help you competition with a strong methodological approach.
through the formalization & approval processes.
DEFINITION OF THE AGENCY’S SCOPE OF WORK REMUNERATION AND PAYMENT BY RESULT
Our service consists in defining, with the agreement of We analyze all parameters with the help of the
both parties, the clients’ expectations and workload at a advertiser and its agency to define the adequate
yearly level, as well as the agencies KPI’s remuneration model for both parties: Project based
remuneration / Fees / Payment by results
DEFINING THE RIGHT REMUNERATION LEVEL RELATIONSHIP EVALUATION
The value of some projects is sometimes difficult to An efficient client/agency relationship translates into
evaluate for advertisers: mobile marketing, social marketing results. We have created an evaluation
network projects, web projects… Our experience, our process which more effectively monitors and evaluates
benchmarks allow us to provide “reasonable” agency performance in both qualitative and quantitative
quotations. . metrics.
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Marketing Efficiency – Présentation commerciale

8. Our added value
STRATEGIC METHODOLOGICAL MANAGERIAL MULTI-DIMENSIONAL
 Defining and formalizing  Defining, formalizing or  Agency management  Our expertise in
advertisers’ modifying MarCom (annual brief, contract, communication ranges
communication missions and working remuneration, KPI’s, from advertising to the
orientations, and processes, setting up service quality evaluation), web, but also resources
designing adapted MARCOM budgets agency roster strategies, CRM, PR
organizations to meet the management Relationships, packaging
objectives. or editorial content
production.
 Case study: BNP, TOTAL,
 Case study: BANQUES  Case study: PAGES
Case study: AGEFIPH, CASINO, HERO, JOHNSON
 POPULAIRES, YVES JAUNES, NESTLE,
STUDIALIS, GO SPORT AUCHAN, FUTUROSCOPE, & JOHNSON
ROCHER, LACTALIS
MATERNE, AXA, GSK
MISSION
Marketing Efficiency – Présentation commerciale

9. Experience
Three key words
EXPERTISE MULTIPLE-SECTORS INTERNATIONAL
 Our consultants have over fifteen years
of experience as advertisers in Global  Our track record has led us to master a  All our consultants are either bilingual
companies. rather large number of sectors, and a or trilingual and have professional
deep understanding of the following experience abroad, as well as in
 Careers were completed by several sectors: distribution, banking, managing international projects from
years in consulting, which offers a 360° consumers credit, beauty, convenience France
vision of the communication world goods, automotive, and lastly, the
private education sector
 Our partnership with one of the French
cost controlling market leaders COST  Recent experiences have led us to
LIMITED provides us with solid skills in work in the public sector
production of communication assets.
Marketing Efficiency – Présentation commerciale

10. Tools
EVALUATING
• Production costs
(TRINITY3) :
• Agency remuneration
Online assessment tool
• Advertisers’ organisations
Up to date Agency
Databases assessment
software
International Training
Network Sessions • Advertising Production Management
• Bi annual international summits • Agency Management
(NYC, Shanghai…)
• Building a communication plan
• Member of the network
Marketing First Forum • Who’s doing what in MarCom ?
• Etc.
Marketing Efficiency – Présentation commerciale

11. The team
• With over 20 years • With 10+ experience • With a background in
experience, Florence on the marketer’s Economics and
has developed strong side, Guillaume Marketing (Sorbonne
skills in the field of started his career at 2004), Nicolas has
International Renault. spent two years in the
marketing, advertising, US in the field of
agency/client Musical marketing.
management, digital • After building and
Florence Garnier communication, media Guillaume Halphen implementing Nicolas Crequat
in both BtoB and BtoC. network (local) and • Starting his
central collaboration at VT
communication Scan in 2007, he then
• Starting her career on strategies in the joined
the marketer’s side in automotive world, he MarketingEfficiency in
the financial services moved on to VT Scan 2009, adding value in
industry, Florence focusing on agency/ the agency/client
moved on to the client performance relationship
automotive at Renault optimization. management.
in the early 2000’s.
• He joined • Data analysis, report
• She’s now Founder/ MarketingEfficiency writing, market
Senior Consultant at in 2011 where he monitoring, white
MarketingEfficiency, brings his strong papers, summarization
focusing on skills in building and building
organizations and organizations, presentations are his
marketing cost implementing strong suits.
efficiency to help process to help
advertisers achieve marketers meet their
results in a fast moving strategic
communication communication
environment. objectives.
Marketing Efficiency – Présentation commerciale

12. Our Global Network
GLOBAL NETWORK
GLOBAL EXPERTISE | LOCAL KNOWLEDGE | MAXIMUM VALUE
NEW YORK | LONDON | PARIS | SYDNEY | COPENHAGEN | DUBAI |
JOHANNESBURG | TORONTO | HONG KONG | SINGAPORE
Marketing Efficiency – Présentation commerciale

13. Marketing Efficiency – Présentation commerciale

14. Last but not least…
fgarnier@marketingefficiency.fr
+33 6 08 22 35 14
Marketing Efficiency – Présentation commerciale