master ppt 2010 roundtable
DESCRIPTION
R&A Marketing 2010 Roundtable Powerpoint. Presentations on PPC, SEO, Social Networking, Web Design, Email Marketing, Online Surveys and Marketing Integration.TRANSCRIPT
THE WEB
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
We know…THIS IS NOTHING
NEW!
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Taking you from where you are to where you want to go…is going to involve going here:
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today we are going to:
Show you&
Teach you
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Tomorrow we are going to:
Give you the roadmap to get you there with products and services we have developed for everything you
have learned about today
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:10:30 am-12:30 am
Web DesignRafferty Pendery
Marketing IntegrationRick Doran
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:12:30 pm-1:30 pm
LunchAutism Speaks Speaker
Doug Krinsky
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:1:30 pm-4:30 pm
Social NetworkingDavid Lively
Email Marketing/Online SurveysKyle Doran
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:1:30 pm-4:30 pm cont.
Pay-Per-Click/SEOCarl Wochele
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:4:30 pm-5:00 pm
Guest SpeakerClay Campbell
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:5:00 pm-6:00 pm
Free Time6:00 pm-7:00 pm
Dinner
2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:7:00 pm-8:00 pm
Guest SpeakerClay Campbell8:00 pm-???
One on One Time with R&A
Get Cooking with “The New Media”
Prepared by Chef Rick Doran
Recipe Card
Let’s take a look at the ingredients of
“The New Media”
Recipe Card
1 cup “Media and Communication Trends”
½ cup “Search Marketing”
2 tsp “Social Networks”
1 cup “E-Mail Marketing”
1 tsp “Mobile Marketing”
Dash “Other New Media
1 can “Combining Traditional Media with New Media”
Combine all the ingredients with a great plan and learn how to survive in today’s volatile economy!
Recipe Card
A fortress protects you and makes you feel safe. A strongly held belief is a fortress. It protects your view of reality. You
defend your fortress when you feel it’s under attack. But is every strongly held belief true? The sincerity of the believer does not determine the truth of the belief. Don’t panic, I’m not attacking your fortresses. I have no idea what you believe but I do know you have 4 categories of beliefs:1. Beliefs about GodIs he there or not? Does he care or not? Has he spoken to us or not? Is the future written or do you have free will? You have a belief. 2. Beliefs about SelfAre you essentially good or basically bad? Are you broken or whole? Do you matter? You have a belief.3. Beliefs about OthersDo others give to you or take from you? Can they be trusted? What do you mean to them? You have a belief.
A Fortress of Beliefs
4. Beliefs about CircumstancesDo you shape your circumstances or do they shape you? Will they get better or grow worse? What do you really deserve? You have a belief.
Is there a chance that one of your beliefs is wrong and your fortress has become a prison?
I’m not a motivational speaker. I’m a business consultant. Stay with me.
Frances Frei of Harvard Business School says you cannot change a person’s behavior until you change their beliefs. I agree with her.
Feelings are the products of actions. Actions are the products of beliefs.
I teach how to change the behavior of customers by changing what customers believe. But in each instance, the first change of belief must happen in the heart of the business
owner.
Are you up for it?
Roy H. Williams
A Fortress of Beliefs
Ad spending declined in 2009 at 4%Modest growth in 2010 of 2%Traditional media will decline through
2010New Media will experience double-
digit growth through 2010 – Online, Mobile, Videogame, Cinema ads and product placement.
Trends
Source: The Nielsen Company
Ad Sales : 2009 - 2010
Source: Jack Myers Ad Sales Forecasts
2009 2010Media Share Growth Share GrowthNewspapers 14.7 -15% 13.2 -8%Broadcast Network TV 7.9 -4% 7.6 -2%Cable Network TV 8.5 3% 8.7 5%Broadcast Syndicated 1.4 0% 1.4 2%Local and National Spot TV 10.6 -10% 10.1 -3%Local/Regional Cable TV 2.8 -4% 2.8 2%Product Placement 4.9 15% 5.8 20%Videogame Advertising 0.7 45% 1 50%Cinema Advertising 0.4 8% 0.4 8%Terrestrial Radio 7.9 -10% 7.3 -6%Satellite Radio 0.2 20% 0.2 25%Consumer Magazines 4.9 -13% 4.7 -4%B to B Magazines 3.6 -9% 3.6 2%Custom Publishing 9.7 -2% 10.1 7%Online 12.4 14% 14 16%Out-of Home 3.3 2% 3.3 2%Mobile 0.6 40% 0.8 60%Yellow Pages 5.5 -12% 5 -6%Total 100 -4% 100 2%
Why the Shift?
Search Engine Marketing – The practice of employing search engines to help increase website traffic and sell products and services
Organic Search – results based on relevance to a search term or keyword
Paid Search – Ad listing served by keyword relevance
Search Marketing
Community based websites where:
Users post biographical profiles, photos, video, artwork, games and much more
Blog in personal journalsIM and e-mailInvite friends to link to their pagesAdvertise in classifieds and more
Social Networks
Social Networks
80% of affluent consumers use social media ($100,000 income plus average age 45.9 years)
Shop –on line 4 or more hours per week
For the new demographic of younger people – If it’s not on the Internet - It doesn’t exist
Social Networks
ImmediateIntimateAccurateLow CostFocused Audience
E-Mail Marketing
Must be permission-basedBe correctly timed to invite users’
responseBe linked to website or landing pageOffer “forwarding” linksBe “rich” for better click-throughBe creatively comp0sed
E-Mail Marketing
Mobile MarketingWireless content; on-
demand delivery when and where the user says- or not at all
Cost-effective message customization
Highly interactiveIn 2010, over 95% of the US
population will use mobile
SMS (Short Message Marketing) Delivery of text-only messages typically no longer than 160 characters
MMS (Multimedia Messaging Services) Delivery of messages containing text plus multimedia objects
LBS (Location Based Services) Provides relevant content to user groups in a specific place
ALI (Automatic Location Information) Allows for exact pinpointing of cell phone location; combines with LBS to make content more relevant
Mobile Marketing
Reebook’s “Run Easy” Campaign –Texted their favorite place to run – posted on runeasy.com
Website would have offers
Runners could sign up for text messages about special events or offers
Mobile Marketing
It’s hip and hotIt’s cheap, credible and authentic
Dictated by users, not marketers
Not targetedYou Tube
Viral Video
Viral Video
Blogs- online journals expressing individual views and commentary
Webcasting – Video/Audio presentation that occur in real time.
Podcasting – Personally programmable audio media –Add video and it’s Vodcasting
Other
Internet combined with traditional media boosts recall for the traditional media ads – and vice versa!
Advertising works first on a subconscious, emotional level, then on a rational level
Combining Media
Attracting Customers
Media Channels
Traffic
Web
Combining Media
Vote On-LineFacebook SitesBlogsViral Videos
Combining Video
To beat your opponent in a Game of Chess you need to plan every move
To beat your opponent in winning today’s consumer you need to plan every move
The Plan
The Plan
Test
Execute
Monitor
Analytics E-mail Response and E-Mail
Sign-ups Phone Calls Coupon Redemptions Purchases On-Line
The Plan
Learn as much as you can Think about how to use New
Media for your business Find partners who can help you
learn the ropes and execute campaigns
Mentor employees so digital becomes second nature to them
New Media
Allow advertisers to talk with
customers, not just to customers
New Media
Businesses will live or die by the experience they offer
customers…. at every touch point including
the use of the “New Media”
ROE = Return on Experience
New Media
The Nielsen CompanyJack Myers Ad Sales Forecasts
Second WindMarketresearch.com
Sources
David Lively
Social Media 101
Is it really worth the
hype?
YES
How?
What
do
you
want
to
DO?
How does it end?
Gruntwork Groundwork
1
What does your
customer do
online?
INFORMATION
COMMUNICATION
EXPRESSION
CONNECTION
Why?
Are you leading the pack?
Or are you following the crowd?
What’s the buzz?
Resources
T E C H N O L O G Y
Time
Money
Training
Skill
2Auditing
Are youallin?
Barriers
Time
Commitment
Evolution or Revolution?
Before you come out of the closet…
•Training•Expectations•Implementation
3Goals
Quantity
Quality
Who do you want to reach?
•Current Customers•New Customers•Staff
What do you want them to
do?
Now that you can talk to the
world…
what in the world are you going to say?
NO self promotion
Thought leadership
Tips and Trends
Living with your product
Etiquette
Measure success
Tools
Time
Technology
Talent
Data
4
Time
Money
Technology-Spending
People-Spending
Who will lead?
Payoff
Financial Flexibility
Current
Ad
Budget
Current Customer Service Budget
Current Store Operations Budget
When it hits the fan…
Refocus
Retrain
Higher Education 5
Any SM geeks out there?
Expectations
Skeptics
Fears
Not knowing what to say…
…not knowing when to say it.
Technophobia
Fear of being stranded
Setting Policy
Details, details
What must be said
What must NEVER be said
Code of Conduct
Use of company time and tools
Empowered
Protect yourself
One shot, one opportunity
6
What do you see?
Imitate
Avoid
Differentiate
What do you want Ms. Jones to think?
You talk…
But do you listen?
Integration
Evaluation
7
Workflow
Workforce
Assumptions
Media
People
Communication
Who do you like?
Are you surprised?
So, what?
Get out of the way
Tracking
Email Marketing & Online Surveys/Forms
Kyle Doran
Some Quick Stats247 billion
16,000 copies20 million
13.4 billion
What is email marketing?
Nothing new to the world of marketing
What is email marketing?
As marketers we evaluate the following with any medium:
1. Who are we speaking to?
2. What is the goal of this medium?
3. How are we going to measure success?
What is email marketing?
What does deliver?1. Allows for targeting
2. It is data driven
3. It drives direct sales
4. Builds relationships, loyalty and trust
5. Supports sales through other channels
email marketing
How does it work?
You’ve got to remember to
BE all about it!
How does it work?
BE A model representative
How does it work?
How does it work?
How does it work?
How does it work?
BE Honest
How does it work?
How does it work?
BE Respectful
How does it work?
How does it work?
BE Relevant
How does it work?
How does it work?
How does it work?
How does it work?
BE Consistent
How does it work?
BE Personal
How does it work?
How does it work?
How does it work?
BE Up-to-date
How does it work?
How does it work?
BE Smart
How does it work?Free!50% off!Click HereCall now!SubscribeEarn $Discount!Eliminate DebtDouble your incomeYou're a Winner!Reverses Aging"Hidden"Information you requested"Stop" or "Stops"Lose WeightMulti level MarketingMillion Dollars
OpportunityCompareRemovesCollectAmazingCash BonusPromise YouCreditLoansSatisfaction GuaranteedSerious CashSearch Engine Listings
How does it work?
So I can execute it—can I sell from it?
$43.62$6.85 vs. $19.33
11.9 to 27.8 billion
Show me the numbers!Medium Direct Mail Email #1 Email #2
# Sent 10,000 Sent 1,000 sent 10,000
Amount Spent $4200 (.42 per) $100 $100
Response/Open 2% 20% 20%
Closing Rate 35% 2% 2%
Avg. Ticket $999 $999 $99
Cost per Response
$21.00 $.50 $.05
# Buyers 70 4 40
Cost per Buyer $60.00 $25 $2.50
Cost per Person .42 $.10 $.01
I can execute, make money but I have no emails?
I have very few—should I email?
YES!
So I’ve been emailing…what’s next?
Continue the Conversation
Online Surveys & Forms1.Online surveys are a great way to:
A. Receive FeedbackB. Showcase EventsC. Conduct Market ResearchD. Communicate with your
employees
Online Surveys & FormsA. Receiving Feedback:
a) Customer Service Evaluation Forms
b) Product Reviewsc) Product Sampling Survey
Online Surveys & FormsA. Receiving Feedback:
Online Surveys & FormsB. Showcase Events:
a) Create an event registration formb) Follow up with a post-event
questionnairec) Send an evaluation form a friends
and family event
Online Surveys & FormsB. Showcase Events:
Online Surveys & FormsC. Market Research:
a) Create an online pollb) Conduct a surveyc) Discover new segments of your
audience
Online Surveys & FormsC. Market Research:
Online Surveys & FormsC. Market Research:
Online Surveys & FormsC. Market Research:
Online Surveys & FormsD. Employees:
a) Send an employee satisfaction survey
b) Create a company suggestion form
c) Publish a quick staff-wide poll
Online Surveys & FormsD. Employees:
Best Practices1.Ensure you are going to get response:
A. Craft a compelling invitationB. Find lots of ways to remind peopleC. Set an expectationD. Offer a reward or incentive of
some kindE. Tell (and show) ‘em why
Best PracticesA. Craft a compelling invitation:
a) Build it into your sales strategyb) Create an online video inviting
open discussion
Best PracticesB. Find lots of ways to remind people:
a) Paste links on your emails, web pages
b) Place information on your delivery packets, POP, in store handouts
Best PracticesC. Set an expectation:
a) Specify how long it will takeb) Let her know how her
answers/comments are going to help
c) Let them know when results will be posted or how they will be
Best PracticesD. Offer a reward:
a) Give them a prize/rewarda) Studies have found that
participation increases 5-20%
Best PracticesE. Tell (and who) ‘em why:
a) Inform what the purpose of the survey is
b) How are answers going to be handled
c) Keep the dialogue open—so they will respond again
Let’s talk about evolution
Search Engine MarketingSearch Engine Optimization
Pay Per Click
Throughout marketing history media has always evolved
The evolution of media…
• SIGNS• NEWSPAPERS• RADIO• NETWORK TV• CABLE TV• SATELLITE TV/RADIO• COMPUTERS/ONLINE• MOBILE
During evolution some things become extinct
…while other things become endangered species that must adapt to survive
ME!
YOU?
The point is…
• The emergence of a new medium is nothing new to any of us
• We know from experience that Ms. Jones preferences/media use will change
• Change creates opportunity for those that embrace it…and leaves behind those who don’t
• BUT…change happens so fast now that it can cause discomfort
The “marketing DNA” we all know does not change online
• Define your target• Establish a relevant position for your products
and services• Reach as many qualified prospects as many
times as possible• Create a compelling reason to respond• Provide unparalleled service• Create a “seamless” experience from the first
point of contact to after the sale
R&A Fundamental Belief
• A website is not just an online portal. It is an open invitation to Ms. Jones that should reflect the same values and ideals that a “brick and mortar” store possesses. Ultimately we are violating our “what you say VS what you do” mentality if the website does not live up to the store or vice versa.
R&A online strategy
• True integration with offline media• Focus first on search strategies…online
advertising can grow as we learn more about Ms. Jones’ online habits
What SEM is NOT
• SEM is not free• SEM is not easy• SEM is not static• SEM is not a replacement for a good web site
SEMSearch Engine Marketing
SEOSearch Engine Optimization
PPCPay Per Click
Relational, organic search Transactional, paid search
What is search?
Paid search
Organic search
SEO: why it’s important to your marketing plan
• Internet use is the only medium growing since ‘04• 74% on the American population is now online and it
grows daily• 80%+ of internet users search sites thru either paid
or organic search (250M searches per day)• Organic searches are more trusted, 61% of searches
click on organic listings• Searchers are 6x more likely to click on the first 3
organic listings VS paid
Search engine optimizationTitles
URL
Description
What to look for in your SEO plan• Keyword use is maximized
– The right words properly placed– Title tag and page headers most important
• All links are fully functional– Frequent but not excessive
• Ideal page “weight”– File size not excessive– Spiders search text, not images
• Proper page indexing– Criteria differs by search engine
What to look for continued….
• Ensure old pages are removed and new ones recognized– Site:yourwebsite.com to check– Fresh content increases searchability
• Effective URL strategy– Keyword, brand, geographic location, etc.
• Proper use of Meta Tags– Header tags, title tags, content tags, image tags
• Backlinks are optimized– Links increase searchability
PPC: why it’s ALSO important to your marketing plan
• Majority of search funds spent today goes to PPC: $8.9B in ‘09
• More immediacy than SEO• Can support timed promotions• Placement is more reliable• Easy/quick to adjust
What to look for in your PPC programs
• Keywords selected to maximize search– Adwords use most common search terms– Use more specific terms
• “Adwords” contain strong offer– Limited space to “hook” the searcher
• Use landing pages, don’t go directly to home page– Clearly reflects Adwords offer/message– Focus on what action you want taken
• Structured to achieve high page quality score– Adwords system looks at factors to determine relevance
• Gets high benchmark scores– Click thru, conversion
Big Furniture Discounts3-way savings ends soonShop now for best selection, savings
AD WORDS LANDING PAGE
Why use both SEO and PPC
• Pre-empts competition from both spots• Multiple listings increases click thru• Covers both long term (relational) and short
term (transactional) needs• Increases pure brand/name exposure
Parting comments
• You will never get started with search engine marketing unless you budget for it
• You will not maximize the benefits of search engine marketing if your web site is not properly designed to turn traffic into sales
WEB PLUS
WEB PLUS
WHAT IS WEB PLUSEasy
User FriendlySales Driven
WEB PLUS
HOW IS IT EASY?Made by people who understand retailersStraight forward monthly feeFull online product catalog that is set up for youIntegrated marketing intended to deliver results
WEB PLUS
HOW IS IT USER FRIENDLY?Backend user log in where you
make your changesThe web specifics are done for you—just click submitProduct catalog where you select what you want
WEB PLUS
HOW IS IT SALES DRIVEN?Product Catalog built to attract
any female shopperCurrent promotional offers are visible for Ms. Jones to seeGood SEO standards have been put in place to deliver proper search
HOW IS IT SALES DRIVEN?
WEB PLUS
On the sidebar of your website you get:
A sidebar that describes your current promotion
A TV Spot/Video
WEB PLUS
HOW IS IT SALES DRIVEN?
Let’s take a look at the product catalog to show what we mean:
WEB PLUS
HOW IS IT SALES DRIVEN?
6 unique category groupings to display on the front page of your website
All Searchable Items
WEB PLUS
HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/
Very important to good search and relevancy
WEB PLUS
HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/living-room-groups/
WEB PLUS
HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/living-room-groups/tanya-living-room-
group
HOW IS IT SALES DRIVEN?
Please refer to the handout
WEB PLUS
IT HAS TO WORK ALL TOGETHERA good website is lost without a
good marketing strategyA good marketing strategy is lost without a good website
WEB PLUS
IT HAS TO WORK ALL TOGETHERWEB PLUS
W/CONSULTINGWEB PLUS W/CALENDARWEB PLUS W/TRAVEL PLANNING
WEB PLUS