Influence Comes From Research

We all know, that creativity plays a huge role in creating influential marketing campaigns which are recognized and remembered by the target audience.

In best cases, those marketing campaigns are globally famous. What stands behind these marvelous marketing campaigns are numerous insights about your target audience and ideas.

The quality of ideas is exactly what matters the most. Customers/Audiences are starving for revolutionary ideas. To find out how excellent is your idea, we shall review Leo Burnett’s Scale of Idea Creativity. All the way from point one to ten.

1 Point

A destructive idea, that serves no purpose. These ideas generally never get to see the light or slide through any marketing professionals’ eyes. They just don’t work.

2 Points

No idea, practically a concept that had no thinking as a background. The point two marketing campaign might not be destructive, but without concept or clear purpose it’s obviously doomed.

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3 Points

Invisible campaign that calls for no interest from the audience. Lack of creative thinking again and again. It’s also visually uninteresting or too cliché.

4 Points

In this marketing campaign you don’t really showcase what your brand stands for and in the worst case scenario you don’t even know what your brand stands for. A brand without purpose is doomed to be misunderstood at all times.

5 Points

This campaign understands the brand’s purpose. The connection is very human and insights have been researched. It just has more work to be done to go up to point 6.

6 Points

An intelligent idea, that treats the audience in the same manner. Your audience wants something to relate with and a purpose to unite with. The scale 6 ideas are generally engaging and designed with audience in mind. This is not just an advertisement, it’s communication as it is.

7 Points

Before we discuss a point 7 idea, we’d like to emphasize that according to Leo Burnett an idea has to 7 points and up to be considered worthy of admiration.

This idea inspiring, beautifully crafted and what’s most important has great creative thinking behind it. This is a concept of Kind act of humans. It’s an idea that inspired audience and activates them to certain non-selfish action.

8 Points

The scale 8 idea changes people’s feeling and ways of action in general. This idea perfectly showcases what really matters to people and what is important to be taken care of. The 8-point idea is brilliant in creativity measures.

9 Points

A brave, powerful and creative idea that changes people’s lives.

Point 10 Idea Simply Changes The Whole World.

Idea That Changed The World

Once you’ve been introduced to Leo Burnett’s scale of idea, the standards might seem a little too high. Still, let’s say that creating a 10-point idea is not easy, certainly, but not impossible either. The campaign that has managed to call the whole globe to action is known as “The Earth Hour”. Every year, all around the globe onthe last Saturday of March the massive amount of electric energy is being restricted to benefit the environment. This is the example of an idea that can change the world!

Influence For People

Sometimes the word Influence is perceived as evil and controlling, but your marketing campaign must state the opposite. Keep in mind, that you are not creating these campaign to influence and manipulate your audience, your idea must be an influence FOR the audience and showing them they are heard. As huge enterprises have a word in how world functions, you must play your part in making it a better place through your marketing strategies. To achieve this goal don’t just focus on numbers, focus on humans and their well-being.

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What is KPI?

The term KPI stands for Key performance indicators. Of course there is not just one and there are about several key performance indicators we are going to discuss in this article. This is an indicator of progress flow towards the desired goal. Well, desired is even not enough-it’s more about intention and good planning methods. KPI provides strategic and operational improvement when it comes to your productivity of b2C communications.

Performance and Productivity

In previous articles we have spoken quite much about general benefits of digital marketing campaigns and the vital elements to upgrade your Brand Status with time instead of keeping it in a static position. Now, let’s start with basics again-marketing campaigns have value when they perform well. It’s that simple. The indicators of good and in best case scenario excellent performance is upheaval in statistics of customer engagement and conversion. If you were to repeat campaign strategies that show low performance either for personal reasons or unwillingness to work with a specialized team-will do no good for your brand’s further improvement. This is where Key Performance Indicators come into the play.

Productive KPIs

• Provide objectively processed evidences on the path leading to intended campaign results. Keep in mind-The desired results must be as specific as possible.
• Use complimenting metrics to measure the right components of the campaign.
• Always compare the previous campaign performances to the new ones. Research well to understand where progress was made or where you need a different approach in relative cases of course.
• Tracking efficiency, functionality, quality, time-management, governance, customer behaviors, economic backgrounds, project performance, staff performance or resource usage in a correct manner.
• Balance in leading and lagging indicators.

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Measurement Examples

• Inputs measure several elements (amount and quality for example) of resources invested in processes that produce outputs.
• Process measures focus on how the functionality, quality, or consistency of given processes used to produce a solid output; they can also measure tweaks on that process, such as the tools/equipment used or process testing.
• Outputs are result metrics that indicate how much work is done and specify what is produced.
• Project measures Q&A related subject about the status of milestone progress related to important projects or initiatives for example.
• Outcomes focus on final accomplishments or summarizing impacts, and are viewed as Intermediate Outcomes. Such as customer brand awareness or End Outcomes, such as customer retention or sales which are clearly more profit driven. It somewhat depends on what you are concentrating on in this case.

Now, these were more like strategic types of measures. In case of a large enterprise especially, strategic is not enough and we are going to need operational measures as well. The operational measures can be explained in a brief manner. It’s pretty much focused on tactics. Designed to report on functions connected to service related subjects.

Risk and Employee metrics are also not the ones to forget about. It’s pretty much as it sounds. Risks can be connected to investments you put in certain projects and campaigns. Of course, none of us want to risk getting involved in anything that could downgrade our brand-image. As for Employees, measurements could be necessary to determine their productivity levels. But, don’t think it’s for controlling their work habits-it’s for gaining information which working pattern works best for your employees.

Take A Closer Look

Let’s say that according to your statistics of your staff’s productivity they are more likely to work much better from 8AM instead of 6AM. You might consider observing what is being done during that 2-hour gap and if that same job can be moved to so called productivity hours, consider trying it out for a week or so and see the results. Maybe it will be smarter to do so and profitable too. KPI pretty much helps you work smart not just hard.

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Make sure to scroll through other interesting articles from our Publications on Edana and don’t forget to check out our services to assist your marketing strategies. Feel free to contact us anytime!

Improve your Sales and Conversion

Referral marketing-also known as Word-Of-Mouth Marketing is a powerful tactic to drive your sales and conversion rates to a positive direction. Referral marketing is exactly what it sounds like: the process of one person referring a product, and the referee purchasing that product due to that recommandation.

Of course, referral programs can be different. You can certainly choose and implement the strategy that best fits your marketing strategy with the help of your marketers.

If you need more help in implementing this marketing strategy, Edana would be happy to guide you to success.

4 Types of Referral Programs

• Direct referrals
• Implied referrals
• Tangible referrals
• Community referrals

Direct Referrals

The direct referral program is plain and simple. Concept of it is pretty much what you hear-for example to refer to a neighbor and turn them into a client. In a simple procedure like this a client generally does it for a certain benefit as well-it might be a sale, bonus or anything in this sense. The approach is motivational and connecting as well.

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Implied Referrals

In an implied referral is like recommending a certain product or service but not too obviously. This should be easy to explain, let’s say you have a friend or a relative who works at L’Oreal cosmetics. It’s not aggressively obvious, but they will continuously provide you with products or information on them until you actually think: “well, maybe I should try this product” or “Maybe I could consider a subscription, she seems to have nice discounts”. This program is in most cases underutilized, but doesn’t mean it will not work. Like said before, you choose what works for you.

Tangible Referrals

Tangible referal is more profitable for a customer that actually obtains something productive through this referral program. The win-win situation on this referral strategy is pretty much that it’s a lower cost and lower exposure one. This could be run like 3-4 times a year but keep the product on top of a customer’s mind. The best example would be this type of offer: “Here is a 150$ gift card for our loyal customer-make sure to share the gift card with a friend to use it for a prolonged period of 3 months”. This 1+1/buy one and get one for free strategy works great, especially with cosmetic or edible products.

Community Referrals

When it comes to company’s partners or non-profit players-keep in mind, that they are the parts of your chain you don’t want to lose, so make sure you organize activities for showing them support. Especially when it comes to defining core values of a brand and implementing ideas into work-ethic, nonprofit partners are the ones who choose you for those core ideas in the first place. As the possibility arises make sure to organize something like this for example: offer promotional support by running the occasional promotion that benefits your partner. This referral relationship is obviously beneficial for both sides of a a coin. It is more likely for your brand name to be heard and seen on a long run at some right places.

Don’t Be Afraid To Try All

Now, using all sorts of referral programs at once would not be a great idea, it could possibly attain a very aggressive tone, like imagine someone screaming at you to purchase their product. That’s not the attitude we want to present. With the help of your marketing/digital marketing team figure out the plan to use these referral programs effectively and slowly add the resources where referrals will start just flowing in from. Take baby-steps first and you’ll be running towards your goal full-speed in no time. Through these tactics you don’t just promote your product/services but you also promote your refer-ability.

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Make sure to scroll through more interesting articles from our Publications and don’t forget to scroll through our services on Edana to promote your business to next level. Feel free to contact us anytime!