@tomroach @tomroach

Brand and communications strategist. VP Brand Strategy at Jellyfish Global https://t.co/NRNzw1DYT7 https://t.co/bsWaPuyt73 thetomroach.com Work London, live Cambridge Joined January 2009

Tweets

7K
Followers

12K
Following

2K
Likes

13K

Preston Rutherford @PrestonRuther10

2 weeks ago

On the 10 year journey to Chubbies’ IPO, the realization that changed how we invest marketing resources was this --> Increasing ROAS * decreased * our growth. btw, I was the world’s largest ROAS (AKA Return on Ad Spend) fanboy for embarrassingly too long, but hey, my loss is your gain, so here's: 1. Three counterintuitive things I learned about ROAS 2. Two new ways to think about it 3. Three things you can do about this right now let's do it. ** Three counterintuitive things I learned about ROAS ** 1. “ROAS has been presented as a growth metric, when it’s actually anything but. In fact, ROAS is precision-engineered to keep brands small,” says Tom Roach. Chasing ROAS chases easy sales, not growth. Brand growth comes from light buyers, but focusing on high ROAS can lead to you targeting heavy buyers, therefore limiting growth. 2. ROAS is not actually a measure of *effectiveness* but how *efficiently* you achieved it. As Les Binet says: “Effectiveness first, efficiency second.” 3. Simply put, ROAS is the opposite of incrementality. ** Two new ways to think about it ** 1. It's like hiring an employee to stand just inside the entrance of your shop and tap shoppers on the back as they enter. A week later, the employee demand a raise, claiming credit for all the customers they’ve “enticed” to come in. 2. Imagine a soccer coach believing their forward is entirely responsible for every goal. As a result, in their infinite wisdom, they ditch their defense and midfield, only keeping their center forward. They end up losing every future game, but their “Goals Per Player” (the ROAS of this example) is higher than ever! ** Three things you can do about it right now ** 1. Vanity VS Value: Understand the negative externalities of the metrics we goal our teams on. For example, because many of us are seeing headwinds, brands either cut marketing spend or increase the ‘accountability’ of the dollars spent. The negative externality is that we're over-harvesting our existing customers in order to hit our numbers. ROAS and revenue from returning customers may be up (vanity metrics), but contribution dollars, share of search, and new customer revenue from unpaid sources (real business metrics) are likely down. 2. Party & Ponder: Spend half a day with your team and deeply consider the metrics you want to optimize your team’s efforts around. The whole team needs to take ownership of the metrics that matter AND have a deep understanding of the negative externalities of vanity metrics like ROAS. This is a super high-leverage use of time 3. Cultivate Creativity Completely (the 3C's of winning): Since marketing works by influencing future buyers, think about developing creative that gets noticed and gets remembered. Give your team permission to be bold, put on a show and have a little fun. As John Dawes of the Ehrenberg-Bass Institute says, “The brand that gets remembered is the brand that gets bought." Enjoy - thank you to @tomroach for the inspo - follow himmm

3 1 14 2K 17

View Details

@tomroach @tomroach

a month ago

Keen to see ad IDEAS that have been AI-generated. NOT content that has been executed/produced with AI. MUST have a discernible IDEA. ZERO or near-zero human contribution to the ideation. It’s a spectrum, but most AI ads are human idea, AI production still. Please share!

1 0 0 378 0

View Details

@tomroach @tomroach

a month ago

@marketing_bloke @emollick Ok makes sense. V interested in @emollick's view given he's claiming it's no longer helpful (ie implying that it was at one point).

0 0 1 28 0

View Details

@tomroach @tomroach

a month ago

@tomfgoodwin I feel like the quantity of ‘100 best prompts’ snake oil content here has diminished a bit recently, crowded out by ‘this is how I orchestrate my army of agents to optimise my workflow’ stuff? Maybe just my bubble?

1 0 0 186 0

View Details

@tomroach @tomroach

a month ago

@shaneoleary1 Also, didn’t the FT kill off the Madmen in favour of Mathmen back in 2015?

0 0 1 39 0

View Details

@tomroach @tomroach

2 months ago

@tomfgoodwin It being B2B is probably central (ie work is less interesting than life). But mostly people are just really bad at writing LI posts. They think it’s about showing off. But they forget that’s not useful or entertaining for the audience. They forget what’s in it for others.

0 0 1 199 0

View Details

@tomroach @tomroach

7 years ago

How advertising works by @aandeddb's @BinetLes

13 174 862 0 143

View Details

@tomroach @tomroach

3 months ago

@Austen Last touch attribution

0 0 0 159 0

View Details

@tomroach @tomroach

3 months ago

Write a couple of posts about AI and your condemned to getting served ads like this. That headline, just wow.

0 0 2 195 0

View Details

@tomroach @tomroach

3 months ago

PSA: that viral AI thing probably isn’t actually a movie/song/artwork/whatever, it’s a tech demo.

0 0 2 211 0

View Details

@tomroach @tomroach

4 months ago

@tomfgoodwin @RobertFreundLaw It’s a standard trope isn’t it, that tech people always think their latest thing will replace the human brain. And then our brains turn out to be vastly more magical and incredible than we realised.

0 0 1 42 0

View Details

@tomroach @tomroach

4 months ago

@asburyandasbury @rorysutherland Multiple giveaway uses of the ‘This isn’t X. It’s Y’ construct. Started to count and then gave up.

1 0 0 100 0

View Details

@tomroach @tomroach

4 months ago

@tomfgoodwin @markgadala Huge confusion between tech demos and real work. One sells the tech to future users, the other is what’s created by practitioners. Naturally there’s a big lag between 1 and 2. The people selling the tech can’t tell the difference and sell 1 as 2, which confuses everything.

0 0 1 72 1

View Details

@tomroach @tomroach

4 months ago

@emollick How about an Agency?

0 0 1 132 0

View Details

@tomroach @tomroach

5 months ago

@tomfgoodwin Ideas are common. Good ideas are rare. Execution is common Good execution is rare. Good execution of good ideas is rare as hen’s teeth.

0 0 2 81 1

View Details

@tomroach @tomroach

6 months ago

@tomfgoodwin Do not under any circumstances go back to Thomas the Tank Engine. Mean-spirited, nasty and badly written. Great children’s books (eg by Donaldson and Scheffler) flatter the reader by making them beautiful and easy to read out loud like you’re a master storyteller.

2 0 4 122 0

View Details

@tomroach @tomroach

7 months ago

@SonnerSounds Your kids? Bit harsh.

0 0 0 14 0

View Details

@tomroach @tomroach

7 months ago

Whenever we’re watching TV together as a family, and a bad ad comes on, my kids demand that I apologise on behalf of the ad industry, which seems a bit unfair to me. True story.

2 1 7 329 0

View Details

@tomroach @tomroach

7 months ago

AI ads are starting to beat traditionally-made ads in testing, so don’t dismiss them. New research by @System1 and @andrewtindall_ and me in my latest for @MarketingWeekEd marketingweek.com/dismiss-ai-ads…