Issue 115, 03/09/09

In this Issue

In Other News

For more information on Evalu8ing Surveys, go to evalu8ing.com 

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With an increasing number of channels and the increasingly difficulty in engaging audiences, marketers are engaging more specialist service providers than ever before. It is not unusual for marketing teams to be managing more than eight different suppliers, either in a best of breed panel or partially or fully consolidated within one marketing communications group.

So in this edition of TrinityP3 e-news, we look at a way to manage multiple relationships to ensure you are maximising the output of the fees and services paid to deliver your strategic requirements.

Managing suppliers for maximum value

Managing relationships effectively

Most relationship management systems focus on the relationship between the buyer (marketing) and supplier (agencies) in a very traditional and outdated view of the world. In today’s business world, the level of collaboration and alignment between the various suppliers and marketing is a measure of effectiveness and efficiency in maximising the resources retained.

INSIGHT 1: It is not enough to just measure how effectively the Marketing team work with the Media and the Creative agency. Increased marketing effectiveness comes from the alignment of Media with the Creative content, requiring collaboration between the two suppliers. Or alignment of media buying and publicity.

INSIGHT 2: Increasingly marketers are using a number of Digital specialists in search and online along with their Media agency, yet the interdependency between these means that the effectiveness of the combined offering is not in how well each works with Marketing, but how well they work with each other.

Evalu8ing relationships

Evalu8ing is a online, collaborative survey system that allows the user to define and map the complex relationships between up to eight groups in one survey. This could be your Marketing team, and your Creative, Media, Digital, PR, Design, Channel Planning and Direct agencies, etc.

The system allows up to 20 criteria to be measured with pre-populated panels on collaboration and relationship performance.

The survey results use a traffic-light score system, and the results here show that while all suppliers rate the relationship with Marketing highly, there are significant issues between the Ad (Creative) and Media agencies. And the Media and Digital agencies have issues with the Channel Planners. Interestingly, the only supplier the Marketing team has major issue with is the PR company.

Evalu8ing also allows you to drill down through the results by statement to determine what is the issue at hand.

Trialling a more effective management tool

In one survey, Evalu8ing provides a snap shot of up to 28 relationships, in a process that takes less than 20 minutes for each participant to complete. It allows Marketers, Procurement and agencies to measure, identify, manage and track issues in the complex relationships that exist between the Client and the many suppliers, facilitating the optimisation of the relationship.

For more information go to www.evalu8ing.com where you can download a number of presentations and proposals on how to use the system. You can even organise a demonstration or a free trial.

Or contact TrinityP3 in Melbourne on 03 9682 6800 or Sydney on 02 8399 0922 or email Darren Woolley darren@trinityp3.com

TrinityP3 Team has the experience

The benefits of selecting TrinityP3 as your consulting partner include our team's extensive industry experience.

Broad, relevant, industry experience is the cornerstone of our business, and our consultants have a minimum of 10 years industry experience in their speciality. Please feel free to contact any one of them to discuss your marketing management needs.

 

Darren Woolley, Managing Director
A science graduate with 15 years advertising experience as a Writer and Creative Director, Darren leads the team of 16 industry professionals who assist clients to manage their marketing arrangements, agreements and relationships.
Contact Darren at darren@trinityp3.com or through Linked In  

Tony Quail, Business Director
A qualified accountant and auditor with ten years experience as a CFO for several major agencies, Tony is responsible for assisting our clients in maximising the value of their remuneration across all marketing disciplines including digital, media, direct marketing, public relations and more.
Contact Tony at tony@trinityp3.com or through Linked In

Stephen Wright, Business Director
Stephen has extensive experience in Media in the UK and Australia and working with our Digital team provides a comprehensive service to benchmark and maximise your media expenditure across all channels.
Contact Stephen at stephen@trinityp3.com

Chris Sewell, Business Director
With many years experience in advertising production management in Australia and Asia, Chris heads up the Production Consultant team with years of experience in television, print and digital production. Chris also has a particular interest in Green Marketing and in reducing waste and carbon pollution caused by advertising.
Contact Chris at chris@trinityp3.com or through Linked In

AdNews Power 50

Darren Woolley has again been named in this year's AdNews' Power 50: The Power Brokers in Australian Advertising Media and Marketing.

George Patterson Y&R national chief executive, Russel Howcroft noted,

"We think he plays fair. Darren is a science graduate who has been a creative director. I dare say it is this unusual combination of right and left brain that has helped him create a business which undoubtedly has a significant influence on our market."

Woolley Speaking Engagements

Supply Clusters
Preparing for the Up-Side in Procurement
3 & 4 Sept, 2009, ANZ Stadium, Olympic Park, Sydney
TACTICAL MARKETING SKILLS : Maximising your Marketing Spend. Procurement is focused and incentivised with “getting it for less” whereas Marketers are more concerned with agency effectiveness and efficiency along with brand value. How you maximise BOTH will be revealed. For more information, click here.

AMI Government Conference
Beware the Black Swan
9 - 11 Sept, 2009, Langham Hotel, Melbourne
Debate: Free to Air Television is Dead! Darren Woolley: Adjudicator. For more information, click here.