Most companies have a great number of zero cost assets that they do not leverage to the maximum. Obvious examples are: the brand / company website, consumer databases, proprietary locations, on pack… What is less obvious is how you make the most out of these zero cost assets. Many websites still have bounce rates superior to 50%… Meaning than more than 50% of visitors leave the site without seeing anything else than the homepage. Considering that by market standards a visitor costs around $1, one can imagine the ROI impact of working on this bounce rate. Another often mis-managed asset is Web Analytics. What a Marketing Manager can learn about his brand or product by analyzing the behavioural data consumers leave on a site is enormous and quite often surprisingly predictive. In most cases, one can predict the success of a product just by looking at the online audience. By analyzing Online audience and sales for one of our clients, we realized that a specific product was picking up much faster than others, and that helped changed the investment budgets to focus on this product on all channels and more than triple the efficiency of the overall launch campaign…

An example of a less obvious zero cost asset is the Brand Name. Most consumers search Online by using brand names. Too many brands don’t consider that and do not focus on the way to make sure that people that search for them effectively find them and go to their website.

Other very efficient low cost assets that are usually forgotten are Brand Ambassadors as well as company employees. They have a crucial role to play not only in spreading positive feedback around the Internet, but also in directly recruiting clients or other ambassadors (see rule #9). Bottom line, based on actual experience, for a mid size campaign, the full leverage of zero cost assets can represent up to 25% additional ROI on integrated campaigns.

Stephan MONTIGAUD, Managing Director FullSIX China
Stephan oversees FullSIX activities over South-East Asia, managing local clients services for global accounts (L’Oreal, Club Med, Remy Cointreau) and developing business throughout the region (Schindler, Ferrari).

Stéphan started his career in 1995 at Publicis as a project manager and interactive marketing consultant working on the accounts Renault, Dunod/Bordas, and Radio France. From 1996 to 1997 he developed his technical expertise at the W3C (Massachussets Institute of Technology), the research laboratory in charge of defining web technology standards. Early 1998 he joins FullSIX to take charge of the development of interactive marketing capabilities for the Paris office.

Until 2004 he was a Managing Partner of FullSIX France, participating to strategic planning and providing clients services in relationship marketing to local and international accounts

Stephan graduated from Ecole Centrale de Paris, Ecole des Mines de Paris and holds an MBA degree from INSEAD.