Blue C Discusses 360 ROI Process to Gain Marketing Success in Challenging Economic Times

The Blue C 360 ROI process for sales generation and business development uses multiple marketing vehicles in concert to achieve a better result than could be obtained by using a single vehicle delivering traditional static advertising, couponing, a trade show or even a standalone e-mail campaign.

The 360 ROI process is designed to fully engage the audience and is created based on the preferences, buying criteria and media habits of the consumers. Rather than blasting the market with messaging Blue C finds ways to deliver segment-specific content at the right time and the right place and often with vehicles often of their choosing. Readiness is key to messaging receptivity so we deliver largely based on the customers terms.

Our 360 process is based on the building blocks of strategic planning and purpose-built tactical applications designed to overcome the four critical challenges facing marketers today:

(1) Understanding the market from a 360 degree perspective, taking into account customers, company, competition and strategic partner constituents.

(2) Overcoming organizational dysfunction – most marketing departments are compartmentalized into functional silos that discourage collaboration around the customer and encourage a competition for internal marketing funds.

(3) The challenge of understanding the multiple media vehicles required to successfully reach a target audience.

(4) Understanding how to integrate campaign elements into an efficient interlocking web of ongoing message development, media execution, lead generation, customer relations, and strategic creative deployment 

Blue C Advertising has developed a methodical approach to these challenges with the 360 ROI process and has successfully deployed it for numerous clients in a variety of industries.

That approach has the following components:

• Clearly identifying and segmenting the target audience. Different audiences respond differently to various marketing vehicles, our first step is to identify and profile each of the segments and their respective touch points and other influencing factors usually captured in a “Voice of the Customer”.

• Defining the marketing objective of the campaign. Consumers respond differently to various media vehicles, early recognition and planning is part of the resolution to this, but integrating that paradigm into the marketing objectives really helps facilitate the choice of the proper vehicles.

• Identifying the attitudes and behaviors of the target audience and any barriers preventing the transition from those currently held to those we seek to create.

• Listing and qualifying the available marketing options using a ‘cascading choices’ approach based on the best available qualitative and quantitative data. Each segment will have multiple valid touchpoints, we prioritize efforts based on the vehicle or messaging with the highest predictive index then integrate others to the point of diminishing returns.

• Balancing and prioritizing the various internal client demands (corporate, departmental, etc.) against opportunities and challenges of the marketplace and optimizing for maximum efficiency and impact.

• Modeling the 360 ROI planning choices uses advanced multivariate statistical techniques only when the data will support it, a simplified version is employed in situations where some ambiguity, lack of data or uncontrollable variability is present.

• Applying historically successful models from previous 360 ROI programs. This is a nueral process. We learn from every execution and apply that to following campaigns. In this way we continuously adjust for changes in the marketplace.

Using the Blue C 360 ROI process helps bring clarity and responsiveness to successful marketing planning, especially when it is conducted with multi-functional marketing teams and integrates all relevant marketing vehicle options. The processis ultimately enabled by a robust situation assessment and communication on the “Voice of the Customer” level. Results don’t just occur, they are created.


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