Half my marketing works, I’m just not sure which half. - Richard Miller

Richard Miller - "Building Brands and Selling Stuff"

​Half my marketing works, I’m just not sure which half.

This show explores the need for marketing metrics, distinguishes marketing from sales and analyses what tools can be implemented to ensure an efficient and productive marketing campaign.


SETTING THE SCENE.

Today I’m joined by Siobhan Miller, Hospitalian and Account Director at Crisp and Co. 
Now, the surname is no coincidence, Shiv is also my wife and we work together here with the talented team at Crisp to create great things.

WHY?

• Why are marketing metrics important?
  • Focus
  • Approach
  • Accountability
  • Continuous improvement

 

• Why is it important to distinguish sales metrics from marketing metrics?
  • Marketing gets them to the door; sales gets them to the till.
  • Plus, all of the above:
    • Focus, approach, accountability, continuous improvement.

WHAT YOU NEED TO DO

• Collaborate to determine campaign objectives
• Ensure the objectives meet the long-term vision of the business
• Understand the product/service
• Determine the target demographic/geographic
• Understand the KPIs and sales targets
• Set metrics for success
• Measure

HOW?

• Collaborate 
  • Set regular sales & marketing meetings – ensure they are run to an agenda
• Ensure the objectives meet the long-term vision of the business
  • Work to the company’s manifesto / Brand Pyramid / Values
• Understand the product/service
  • Be specific – everything is nothing
• Determine the target demographic/geographic
  •  As above, be specific. Everyone is no one
• Understand the KPIs and sales targets
  • Create a marketing plan and budget
  • Could be a sub plan per campaign that sits under the master plan
  • Include a contingency
• Set metrics for success
  • Decide what success looks like
  • Remember, marketing is not sales.
  • Is it website hits, time on page, Facebook activity, increased foot traffic
• Measure
  • Ensure all results are documented, measured against expectations and shared regularly
  • Adjust where necessary

 
Written by - Richard Miller – Brand Director, Crisp & Co.
Business insight, creative content and strategic communication specialist.

Richard started his first business at the age of 14 and has thrived on creating and building entrepreneurial opportunities ever since.
He began his advertising career as Agency Sales Executive for TV network Channel 10 in 2006. 

Experienced in both media sales and buying, Richard was responsible for multi-million-dollar media accounts as National Media Manager for Iceberg Media before co-founding Crisp & Co. in 2009 (formally Crisp Advertising). 

Taking a pragmatic and results focussed return on investment approach has established Crisp & Co. as the go to creative and communications agency for local and national businesses seeking expertise in business insight, creative content and strategic communication. 

With a lifetime of experience operating small to medium businesses and working closely with both local and national brands, Richard is well positioned to take a holistic view of a full marketing and sales plan with a keenly trained eye on creative concepts and communication strategy.

Along with wife and work colleague Siobhan Miller, Richard also co-hosts the podcast series Mad Man & The Hospitalian; interviewing highly successful professionals from business, marketing and hospitality backgrounds around Australia, discussing the highs and lows of their careers and asking the ultimate question; ‘what is your definition of a fruitful life?’.

Find out more about Crisp & Co. here www.crispand.co and listen to Mad Man & The Hopitalian wherever you get your podcasts. Connect with Richard on LinkedIn

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