| Expert talk
on “How to Measure Your Marketing ROI” The
Chartered Institute of Marketing Sri Lanka Region in association
with The Institute of Chartered Accountants of Sri Lanka and Q
and E Advertising has organised the programme “How to Measure
Your Marketing ROI” under the CIM Talking Point series.
Sponsored exclusively by HSBC, the programme is scheduled for
March 19, 2009 at Salon Orchid, Galadari Hotel from 6.00 pm to
8.30 pm. Mr. Sam Dias, Director – BrandScience, UK will conduct
the programme.
Mr. Dias is Director of Q and E Advertising and was a Director
of Brand Economics at Brand Finance PLC. His areas of expertise
include econometric modelling, strategy effectiveness studies,
portfolio budget setting and forecasting. He specialises in
modelling sectors and brands and has carried out award-winning
work for several clients. Dias has held several portfolios in
leading consultancy agencies both local and in overseas. He was
heavily involved in the development of ‘Publicis Holistic’, the
global template for best practice in communications account
planning. He also developed tools and processes for the purposes
of portfolio management, channel planning and customer
segmentation. Having written several award-winning advertising
effectiveness papers on Scoot.com Mr. Dias has made several
contributions to peer reviewed marketing journals. His work on
marketing risk management that was conducted in collaboration
with the Cranfield School of Management borrows heavily from
finance theory and has helped clients to bridge the gap between
Marketing and Finance. By organising this programme, the CIM Sri
Lanka Region expects to apprise marketers on “Marketing ROI” – a
buzz word that is becoming increasingly important in the current
economic context. The global economic down-turn and corporate
rationalisation has exerted tremendous pressure on the marketing
function, urging marketers to be more accountable in redeploying
their budgets. Through the application of analytical techniques,
this programme will illustrate how to measure the short and long
term effects of marketing expenditure. The session will
introduce some basic themes that will help marketers write
stronger business cases with a greater focus on return on
investment.
“How to Measure Your Marketing ROI” is the second CIM Talking
Point programme for this year as well as the first synergy
between The Chartered Institute of Marketing Sri Lanka Region
and The Institute of Chartered Accountants of Sri Lanka. In
order to encourage CIM members to avail themselves of these
valuable programmes, CIM Talking Point series has been made free
of charge to all Chartered Marketers and a 50% waive off has
been offered to the first 50 CIM Members to register for the
programme. This has been made possible under the auspices of
HSBC – the Principal Sponsor of the CIM Talking Point series
since 2005.
The Chartered Institute of Marketing is the world’s largest and
most prestigious professional body for marketing and The
Chartered Institute of Marketing Sri Lanka Region is the fastest
growing CIM body, with nearly 1150 Members and nearly 3000
student members.
****
SLT Rainbow Pages
main sponsor of SLIM NASCO 2009
Sri Lanka Telecom (SLT) Rainbow Pages came forward as the
main sponsor of Sri Lanka Institute of Marketing (SLIM)
National Sales Congress (NASCO) 2009. Here SLT Chairperson
Ms. Leisha de Silva Chandrasena presents the sponsorship to
SLIM President R.M.P. Dayawansa. Others from left are SSLT
Publications Deputy General Manager Sales and Marketing
Ruwan Wijetunga, CEO Malraj Balapitiya and SLIM Manager
Events Marketing Jehan Sheriff
****
Google
launches targetted advertising system
PARIS, (AFP) - US computer technology giant
Google last week launched a test version of a new
“interest-based advertising” system for its network of websites
including YouTube, the company said in a statement.
The new system is designed to record the interests of users
based on the pages they view and Internet searches they conduct,
offering tailor-made advertising offers to match which can then
be further refined by the user.
“Keyword advertising has been so successful because it’s useful
to users, advertisers and publishers -- everyone’s interests are
aligned,” Google said.
“We believe that interest-based ads will create the same
virtuous cycle, by giving users more relevant ads, while
generating higher returns for advertisers and publishers,” it
added.
Google said it would ensure transparency and user choice in the
new system.
****
Nokia calls
review of $400 m global media biz
BEIJING (AdAge.com) - A dispute over fees is at
the heart of Nokia’s decision to review its estimated $400
million global media business, currently handled by WPP’s
MediaCom.
The call for a pitch is believed to have resulted from heated
discussions between Nokia and MediaCom, in which the Finnish
handset maker sought a reduction in fees paid to MediaCom in
return for greater compensation paid to the agency based on
sales growth. Multiple executives confirmed the dispute.
Several agencies have been invited to take part, including
incumbent MediaCom, but the WPP media agency is unlikely to hold
on to the business, said executives close to the company.
While Nokia is based in Europe, much of the company’s growth
comes from Asia, particularly China, and Nokia’s global head of
marketing services, Chris Leong, is based in Beijing.
China is the world’s largest mobile-phone market, with 649.7
million subscribers at the end of January. The country is also
Nokia’s single largest market -- and Nokia is the No. 1 mobile
phone brand there -- but the global recession has made consumers
there cautious about big purchases, including new, expensive
handsets.
Nokia sold 12.9 million units in China during the fourth quarter
of 2008, a whopping 36% year-on-year drop. Since Nokia’s
fortunes don’t look much brighter in 2009, the company is eager
to cut costs, prompting the decision to ask MediaCom for a cut
in fees.
While it’s unclear which agencies will be selected to pitch for
the business, sources said Nokia may end up choosing two or
three roster agencies and let each country decide which network
to use, rather than appointing a single agency globally.
Nokia declined to comment and MediaCom referred all calls to the
client.
****
Tune up Your
Sales Team
AN increase in sales is the absolute key to
success for business leaders in a downturn because a healthy
revenue stream can solve many issues within a company. What a
good sales manager wants is to continually grow the number of
profitable customers. Salespeople need to identify those kinds
of customers and knock themselves out to win their business.
Managers must establish strong quota and ethical standards. They
must adhere to the highest ethical standards regardless of
competitive pressures, and ensure staff meet quotas
consistently, not in fits and starts. Don’t rationalise failure
but, instead, remove roadblocks to success for your salespeople.
Weed out poor salespeople. If they’ve been trained and have the
necessary tools and support and still aren’t achieving their
quotas, they should be replaced. But hold onto the best sales
people no matter what. Top salespeople know how to get clients
to like them, trust them, and do business with them. It’s
impossible to grow without them, so reward them handsomely.
Communicate your expectations. If price isn’t an issue, anyone
could sell. But selling value is a much different proposition.
To do so, a salesperson must ask the right questions, know when
to be quiet, and be able to close a deal.
So leaders must communicate that they expect them to be able to
differentiate and sell value, minimise “one-offs,” only go after
business they can win, report accurate and timely sales data,
and understand both their clients problems and the competition’s
solutions.
Source: Bob Prosen, Kiss Theory Goodbye, Gold Pen Publishing
****
|
