IFPA Conference - 1100 Broadway Case Study

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  • We knew we were on to something Challenges included: Generating Better Leads Adjusting to a Longer Sales Pipeline Overcoming customer’s shock that we offer these services & we’re good at them We had to change the culture of selling – 1100 Broadway taught a new way of selling
  • We continue to evolve our process & product line We have committed to constant evolution Served over 400 clients in 2010 1100 Broadway represented 2.3% of total ad revenue in 2010 ($2 Million) We expect that to jump to 3.5% in 2011 $0.50 core for every $1.00 of 1100 Broadway
  • 8,000 more visits per year!
  • IFPA Conference - 1100 Broadway Case Study

    1. 1. A Digital & Direct Marketing Agency A Brief Introduction @CFehrmann @1100BWay Gplus.to/CFehrmann [Slideshare.comlink] About.me/ChrisFehrmann Facebook.com/1100Broadway
    2. 2. 2008
    3. 3. <ul><li>June-July 2008 </li></ul>Concept
    4. 4. <ul><li>October-December 2008 </li></ul>The Launch
    5. 5. <ul><li>January 1, 2009 </li></ul>The Launch
    6. 6. <ul><li>February - July 2009 </li></ul>The Launch
    7. 7. <ul><li>February - July 2009 </li></ul>The Launch
    8. 8. <ul><li>July 2009 – Jan 2010 </li></ul>The Launch
    9. 9. <ul><li>January 2010 </li></ul>The Launch
    10. 10. <ul><li>1100 Broadway led to Culture Changes Throughout Advertising Department </li></ul>The Evolution Sales Vision “ We are a customer focused sales organization that helps businesses succeed and reach their goals by providing them with strong advertising and marketing solutions.”
    11. 11. <ul><li>Culture Changes </li></ul>The Evolution
    12. 12. <ul><li>2011 </li></ul>Today
    13. 13. <ul><li>Breakdown of Revenue </li></ul><ul><ul><li>Direct Mail 40% </li></ul></ul><ul><ul><li>Media Buying 15% </li></ul></ul><ul><ul><li>Web Development 15% </li></ul></ul><ul><ul><li>SEM 15% </li></ul></ul><ul><ul><li>E-Mail 10% </li></ul></ul><ul><ul><li>Social Media, Creative 5% </li></ul></ul>Today
    14. 14. <ul><li>Sales Structure </li></ul>Today Keys TKA Classifieds (2) Digital Specialists Digital Specialist Digital Specialist Traditional Sales Staff = Multi-Media Reps Consultative Sales Strategy
    15. 15. <ul><li>Fulfillment Structure </li></ul>Today Digital Specialists Agency Account Managers Developers, Specialists or Vendor
    16. 16. <ul><li>Fulfillment Structure </li></ul><ul><li>1 Project Manager </li></ul><ul><li>2 Agency Account Managers </li></ul><ul><li>1 Direct Marketing Specialist </li></ul><ul><li>4 Website Developers </li></ul><ul><li>1 SEM Specialist </li></ul><ul><li>1 Media Buyer </li></ul><ul><li>Vendors </li></ul><ul><ul><li>Email Blasts </li></ul></ul><ul><ul><li>Direct Mail/Printing </li></ul></ul><ul><ul><li>SEM Software </li></ul></ul><ul><ul><li>Text Messaging </li></ul></ul>Today No Shared Resources! Agency-Quality Creative Staff
    17. 17. <ul><li>Employee Recruitment </li></ul><ul><li>Mixture of outside and inside talent </li></ul><ul><ul><li>Launch recruitment was outside talent </li></ul></ul><ul><ul><ul><li>Website Developers & Programmers </li></ul></ul></ul><ul><ul><ul><li>Continue to recruit outside “technical” talent </li></ul></ul></ul><ul><ul><li>Digital Specialists were mostly outside talent </li></ul></ul><ul><ul><ul><li>Look for digital agency sales experience including websites, SEM, email, etc. </li></ul></ul></ul><ul><ul><li>Agency Account Managers were inside talent – Trained! </li></ul></ul>Today
    18. 18. <ul><li>Employee Training </li></ul><ul><li>New Hires go through “Boot Camp” </li></ul><ul><ul><li>Sales Reps needing extra help will go to specific sessions </li></ul></ul><ul><li>Ongoing “Deep Dive” trainings for Digital Specialists </li></ul><ul><li>Digital Specialists train and build relationships with their teams </li></ul>Today
    19. 19. <ul><li>Marketing </li></ul><ul><li>Separate 1100 Broadway brand </li></ul><ul><ul><li>Website, collateral, sales sheets, etc. </li></ul></ul><ul><li>Print & online ads </li></ul><ul><li>Feet on the street </li></ul><ul><li>Digital Specialists have 1100 Broadway business cards. </li></ul><ul><li>THRIVE Seminar Series </li></ul><ul><ul><li>18 Seminars; 1,000+ attendees </li></ul></ul><ul><ul><li>$200k+ in revenue </li></ul></ul>Today
    20. 20. <ul><li>Spending potential $25,000 - $250,000 </li></ul><ul><li>Not sophisticated marketers </li></ul><ul><li>Don’t have marketing resources in-house </li></ul><ul><li>Digital marketing-aware, but not savvy </li></ul><ul><li>Need agency services, but not an ad agency </li></ul><ul><li>Goal is to have a bunch of $75k clients </li></ul>Ideal Customer
    21. 21. What We Do
    22. 22. A Digital & Direct Marketing Agency Products & Services
    23. 23. <ul><li>Custom Website Development </li></ul><ul><li>Content Management Systems </li></ul><ul><li>Extensive Capabilities </li></ul><ul><li>Website Hosting </li></ul><ul><li>Google Analytics </li></ul><ul><li>Competitive Pricing </li></ul><ul><li>Custom Quoted </li></ul>Custom Quoted $4k-$20k
    24. 24. Fareway Food Stores “ Tummy Nummies” Campaign 3-Month Campaign Website Recipe Sharing Tools Coupon Distribution Video Upload Sweepstakes Interactive Blog 45,000+ Pageviews 200+ Sweepstakes Entries
    25. 25. <ul><li>Landing Pages </li></ul><ul><li>2-Page Templates </li></ul><ul><li>Custom Graphics </li></ul><ul><li>Quick Turnaround </li></ul><ul><li>Tracking & Analytics </li></ul><ul><li>Splash Pages </li></ul><ul><li>Custom-Design </li></ul><ul><li>1-Page Website </li></ul><ul><li>Quick Turnaround </li></ul><ul><li>Tracking & Analytics </li></ul>A “Micro-Site” Solution Landing Pages $350 Setup $25/Month Splash Pages $750+ Setup $25/Month
    26. 26. Lumpy’s “ Boutique & Bubbles Fashion Show” Temporary Landing Page Supporting Campaign Provided RSVP Registration Supported Online & Print Advertisements 20+ Online Registrations 200+ Total RSVP Registrations
    27. 27. PPG Porter Paints “ Endless Summer Sale” Custom Designed Splash Page Supported Inserts & Print Display Ads Communicated Locations & Provided Directions Custom URL Address Google Analytics Tracking & Reporting
    28. 28. <ul><li>Custom Designed </li></ul><ul><li>Mobile-Ready </li></ul><ul><li>Auto Detection </li></ul><ul><li>Custom URLs </li></ul><ul><li>SMS Capable </li></ul><ul><li>Location Maps </li></ul><ul><li>Google Analytics </li></ul>Mobile Websites $750+ Setup $25/Month
    29. 29. Jet’s Pizza Auto-Detect Phone Technology Displays Locations Click-To-Call Phone Numbers SMS Coupon Opt-In Subscription Bi-Weekly SMS Blasts Back Out to Database Subscribers 1,100+ SMS Registrants
    30. 30. <ul><li>Google & Bing/Yahoo </li></ul><ul><li>Proxy-Site Tracking </li></ul><ul><li>Human Optimization </li></ul><ul><li>Differentiate From Competitors </li></ul><ul><li>Automatic Reports </li></ul><ul><li>Reporting Portal </li></ul><ul><li>Transparent Billing </li></ul>Packages Start at $500/Month 30% Management Fee
    31. 31. Brentwood Granite Google PPC Campaign Campaigns for Granite, Cabinets and Tile $500 per Month Budget 1.14% Click-Thru Rate 357% ROI and over $40k in Sales in first 3 Months!
    32. 32. <ul><li>Exposure in Local Directories </li></ul><ul><li>Exposure in Maps Websites </li></ul><ul><li>Listings on Mobile Websites & Platforms </li></ul><ul><li>Submission to 1,050 Places! </li></ul><ul><li>Before & After Monthly Reporting </li></ul><ul><li>Added SEO Benefits </li></ul>Local Optimization $499/Year
    33. 33. Avida Healthwear, Inc. Local Franchise Location Needed Local Exposure in Engines Submitted to 1,050 Engines, Directories and more! Images and Coupons Available SERP Rankings Increasing!
    34. 34. <ul><li>On-Site & Off-Site SEO Techniques </li></ul><ul><li>Keyword Blueprinting </li></ul><ul><li>Not Automated </li></ul><ul><li>Monthly Packages </li></ul><ul><li>Monthly Reporting </li></ul><ul><li>Human Optimization </li></ul>Packages Start at $350/Month
    35. 35. Bob Parks Auction 12-Month SEO Program Search Engine Traffic Increased 665 Visits per Month Google Traffic Increased 375 Visits per Month Increased Top 20 Rankings by 16
    36. 36. <ul><li>Text Keyword Campaigns </li></ul><ul><li>Build an Opt-In Database </li></ul><ul><li>Reblast Out to Database </li></ul><ul><li>Create Conversions from Print Ads </li></ul><ul><li>Simple Campaign Setup </li></ul><ul><li>Quick Turnaround </li></ul>Keyword Campaigns $450 per 1,000 Messages
    37. 37. Comcast Keyword Text Campaign Advertised to Hispanic Marketplace Over 250 RSVP’s Highest Turnout Ever! Text “HIRE ME” to 511-511 to RSVP for Career Open House
    38. 38. <ul><li>Targeted Email Blasts </li></ul><ul><li>Geo-Targeted </li></ul><ul><li>Demographic Targeted </li></ul><ul><li>Open & Click Reporting </li></ul><ul><li>26.2% Avg. Open Rate </li></ul><ul><li>3.56% Avg. Click- Thru Rate </li></ul>20,000 Minimum CPMs Start at $35
    39. 39. Floorz, Inc. Geographic Targeting by Zip Codes Demographically Targeted by Age of Home and Income Level Open Rate: 23.5% Click-Thru Rate: 4.23% Sales: $12,000 in flooring *Full-service agency client through cold-call
    40. 40. <ul><li>Facebook Business Page Creation </li></ul><ul><li>Custom Tab Design & Programming </li></ul><ul><li>Pay-Per-Click Advertising </li></ul>A La Carte Services $250 Setup $150-$250 Tabs 30% Management Fee
    41. 41. Columbia State Facebook PPC Advertisements Geographic Targeting by City Demographically Targeted by Age Range Impressions: 653,658 Total Clicks: 724
    42. 42. Mattresses Unlimited Facebook Business Page Creation Custom-Designed Facebook Tab Locations Plotted on Google Map Location Addresses Listed Branded Consistent with Website
    43. 43. Our Best and Most Complete Client Showcase
    44. 44. Realty Trust Auctions Full-Service Marketing Agency Creative Brand Execution Creative Advertisement Design Collateral & Business ID Package Creation Direct Mail Programs Website Maintenance Media Planning & Purchases Ongoing PPC Advertising
    45. 45. Jets Pizza Account Threatened due to TMC Changes Supplemented Changes with Direct Mail Program Now Provide Direct Mail to 20 Markets Nationwide Print Advertising Splash Page > Text Messaging & Mobile > Opt-in Database Billboards More!
    46. 46. Goodall Homes Declining Print Advertisement Revenue New Marketing Director Hired Business ID & Collateral Package Community Signage Billboard Designs Email Blasts 2011 Contract Included Print & Incremental Revenue!
    47. 47. O’Charley’s Roll Model Coupons/Give-A-Way’s Awarded for Submission Multi-Media Campaign with Print, Online, Radio & In-Store POP In-Store POP Materials Encourages Viral Word-of-Mouth Advertising 1,000+ submissions Heartfelt Stories (Engaged w/Brand) 6,500 Website Visits
    48. 48. Drop In 2 Win Campaign Goal to Drive Property Traffic/Tours 90-Day Sweepstakes Full Strategy & Campaign Creation Multi-Media Approach Print, Signage, Website, Direct Mail, Online & Media Buys 3,574 Property Tours Delivered! 3 Campaigns So Far – Planning 4 th
    49. 49. Our Process How We Work
    50. 50. Our Process The Right People Sales Rep, Digital Specialists, Supervisors, Project Managers, Creative Managers, Strategist and Marketing Pros The Right Information Client Objectives, Client Needs Assessments, Market Data, Audience Target Data, Past Results Experiences, etc. Bringing It Together Connecting the Pieces, Media Strategies, Marketing Messages, Media Consumption Reports, Strong Creative, Results Tracking, Campaign Optimization
    51. 51. <ul><li>Doing it Over Again </li></ul><ul><li>Project Management System </li></ul><ul><li>Processes (Structured fulfillment, forms, etc.) </li></ul><ul><li>Quality Assurance Position </li></ul><ul><li>Launch products slower </li></ul><ul><li>Agency Account Managers </li></ul><ul><li>Social Packages </li></ul>Changes
    52. 52. <ul><li>What’s Next? </li></ul><ul><li>Mobile and Portable </li></ul><ul><li>Grow Quality vs. Quantity </li></ul><ul><li>Continue to Evolve & Refine Products </li></ul><ul><li>Catch-up on Internal Projects (Website, Collateral, Blog & Social) *More Marketing </li></ul><ul><li>Further Define Social Offerings </li></ul><ul><li>Local Optimization > Reputation Mgmt. </li></ul>The Future
    53. 53. A Digital & Direct Marketing Agency A Brief Introduction @CFehrmann @1100BWay Gplus.to/CFehrmann [Slideshare.comlink] About.me/ChrisFehrmann Facebook.com/1100Broadway
    54. 54. Questions? The End

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