This month I’m pleased to announce a new series where we interview professional services marketers about their careers and their thoughts on key trends, as well as asking them to share advice for their peers – all in 5 minutes!
We begin the series with someone I am extremely proud of. Louise is now a Campaign Marketing Manager for Deloitte Australia and is a marketer that I used to manage. She has produced some incredible campaigns throughout her career and is currently achieving great things at Deloitte. I’m pleased that she was happy to support us by kicking off our series.
Here’s her 5 minutes with…
What is your marketing background?
I studied International Business with Spanish at university so I guess my passion for marketing – particularly across different countries and markets – started there. I did a little bit of marketing for an interior design company whilst I was still at Uni and then when I left I joined a global professional services consultancy where I had a European and then global marketing role. I loved it, especially working with marketers in so many different countries. It helped me understand what works and what doesn’t work in different markets and helping find localised solutions to global marketing campaigns. I definitely learned to think global but local in that role. I started out in their London office and then moved over here to Sydney and have never left! After a little while in Sydney I joined Deloitte and have been here for 3 years now.
What does your role as Campaign Marketing Manager at Deloitte entail?
I lead the campaign management team for Deloitte Australia. Our role is to strategise, plan and execute Deloitte’s most important integrated marketing campaigns. We manage the end to end planning and delivery of campaigns meaning that we work with a huge variety of internal and external stakeholders to make it happen – from our business leaders to marketing specialists in all areas including design, editorial, digital, events, creative and comms. We really do dabble in all areas of marketing which makes the role super interesting and there is never a dull day! We are part of Deloitte’s in-house marketing ‘agency’ – so we really do everything that an external agency would do but we have one single client – Deloitte. We lead campaigns that build Deloitte’s brand in the market and develop business across all areas of the firm’s ever expanding portfolio of offerings and the benefit of our in-house function is our deep knowledge of the business – something an external agency wouldn’t be able to match.
What are the fundamentals of a good thought leadership campaign?
I do love a good TL campaign – I’m such a geek! For me the fundamentals of a stand out campaign are:
- Gather and use as much data and insights as you can get your hands on: data from past TL campaigns you’ve run, insights from stakeholders that work with your target audience and understand their issues and what makes them tick, industry trend reports and if possible, take the time to speak first hand to your target audience. Ask them what their most pressing issues are at the moment, what type of content they would read – how regularly, which format, via which channels etc.
- Clarify your USP right at the beginning. What makes your point of view different to anything else that’s out there in the market at the moment? Why should someone pick up your report over another one? Once you have this clearly defined make sure you highlight it up front – tell the reader why they should continue reading.
- Keep content as short, sharp and succinct as possible – always! Get straight to the point, don’t waffle on or use jargon. Your audience, no matter how senior they are, are humans too just like us.
- Remain focused. Stick to the objectives you set out – if a proposed asset or activity within your plan doesn’t help meet your objective(s) in some way, eliminate it. Not all TL campaigns need to be rolled out across all channels or use every single format possible.
- Road test! Get someone completely removed from your campaign to read through your core pieces of content. Do they understand your key messages? Sometimes when working so closely on a campaign on a daily basis it can be difficult to spot obvious improvements.
Without giving away your secrets what makes a great white paper/report?
See above but in a nutshell, the most impactful reports I’ve worked on have been:
- Tailored very tightly to the audience
- To the point and written in a human tone
- Had a strong USP/ unique angle
- Actionable! The reader knows exactly what they would do differently after reading the report
- Sometimes not even a report! Great TL can come in a range of formats – videos, podcasts, blogs etc. Whatever is best for meeting your objectives and will have the biggest impact with your audience.
When you look back at all of the campaigns you’ve worked on, what has been the best campaign that you have worked on any why?
I’ve been lucky enough to work on a lot of great campaigns but my all-time favourite would be one that I led last year at Deloitte called the Outstanding 50 LGBTI leaders. It was a campaign with real purpose – to drive greater inclusion in Australian workplaces through shining a spotlight on successful LGBTI leaders. We worked super closely with 50 senior LGBTI leaders across a range of sectors in Australia to bring to life their inspirational stories of success and triumph. We produced so much awesome content and really did make use of every channel we could – even featuring on the Google Australia search homepage and You Tube Australia homepage during launch. The reason it’s my favourite is because it was such a small and passionate team of us that worked on it and we became really close with the 50 leaders. We were so dedicated to doing their stories justice. The impact it had was amazing – it genuinely changed perceptions in both workplaces and communities across Australia.
How important is it that campaigns are a combination of online and offline activities?
It all depends on your objectives! Different online and offline activities help achieve different objectives – it is really about reaching your specific audience. There is such a focus on digital marketing at the moment – and rightly so as there is so much opportunity in this space – however sometimes the most powerful interactions with an audience are face to face for example, so it’s about thinking through how your marketing can support that.
Have you noticed any nuances developing campaigns from a UK to Australian audience?
I’ve always designed campaigns for a global audience but it is quite tricky to put my UK hat back on after a few years in an Australian role! As always there are different themes/ issues that resonate more in different markets and some nuances between channels. The principles of great marketing are the same though! I’ve just finished working on an APAC campaign which was interesting as it definitely highlighted how important it is to localise global and even regional campaigns and really take the time to understand the market and audience you are talking to. YouTube is banned in mainland China for example – which I only realised when it came to discussing where to host our videos (we were planning on hosting them on YouTube!). There are also different ways of working and cultural differences to think of – really important when developing relationships with stakeholders in different markets.
How do you measure campaign success?
I sound like a broken record but…it depends on your objectives! We set specific KPIs to measure our objectives when we are planning a campaign. For us it is often a mix of digital metrics and anecdotal feedback from our business as they are the ones out there speaking to clients and prospective clients. They are often the best channel to our audience so we really value their feedback.
What 3 pieces of advice would you give to someone rolling out a campaign for the first time?
1. Do your research first! Gather that data and those insights as mentioned above. This also helps when pitching in a plan to stakeholders – it shows your thinking is based on something substantial.
2. Take the time to build relationships with your key stakeholders – understand what makes them tick and how they work best – then use this information to create awesome working relationships.
3. Don’t be afraid to push boundaries and challenge the status quo. We will never make improvements if we don’t take a few risks and try some new things. I challenge my team to try at least one new technique or activity for every campaign we run.
4. (I know you said 3 but…J) Make sure you are constantly looking around for inspiration and ideas – both within your industry and most importantly, outside of it. I don’t ever want to get complacent or stop learning!