Omg I'm Competing Against My Own Brand

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Must-do steps to align your national-brand and local-outlet advertising efforts online.

Must-do steps to align your national-brand and local-outlet advertising efforts online.

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  • 1. OMG --- I’m Competing Against My Own Brand! Must-do steps to align your national-brand and local-outlet advertising efforts online July 13, 2010 Proprietary and confidential. Do not distribute.
  • 2. 15miles Unifies Local Online Marketing By… Socializing, Optimizing, Localizing and, Visualizing The User Experience. What We Offer • Local Search Expertise • Diverse Interactive Offerings • Social Marketing g • Search Engine Optimization • Paid Search • Website Design & Development • Mobile Marketing • Custom Solutions to Fit Clients Goals 15miles is where sales happen. We connect consumers to national brands found in local markets. Consumers purchase locally, and we help make this possible. 2 Proprietary and confidential. Do not distribute.
  • 3. Gregg Stewart • Over 20 years of Local Search and Interactive agency experience • President of 15miles — the Interactive division of TMPDM • Local / Mobile expert on ClickZ and SearchEngineWatch • Former Search Engine Strategies advisory board member 3 Proprietary and confidential. Do not distribute.
  • 4. Agenda • 5 Must-Do Steps To Align Your Local & National Advertising Efforts Online 1. Seeing is Believing 2. The Who, the What and the How 2 Who 3. Setting (and following) the House Rules 4. Consistency, Consistency, Consistency 5. Know what success looks like • The Benefits of Channel Alignment • Open Q&A 4 Proprietary and confidential. Do not distribute.
  • 5. 5 Must-Do Steps To Align Your Local & National Must- Advertising Efforts Online #1 - Seeing Is Believing Proprietary and confidential. Do not distribute.
  • 6. Seeing Is Believing You must identify the problem before treating it − Where is your brand currently g being advertised? − Are existing national & local marketing efforts competitive or complementary? 6 Proprietary and confidential. Do not distribute.
  • 7. Seeing Is Believing Where Is Your Brand Currently Being Advertised? Local Sources This may include several areas such as: y 70% 64% 62% • Search Engine Marketing 60% 55% • Local Search Sites (IYPs, Yelp…) 50% 41% • Social Platforms & Mobile 40% • Company Websites 30% 23% 20% 17% 11% 10% 10% 7% 0% Search Engines A print YP or WP  IYP sites Local Search  Local newspaper  Directory  Other printed  Cell  Social  directory Sites or magazine Assistance  directory phone/wireless  Networking Sites (phone) device Combined primary and secondary media sources for local business information. Source: TMPDM/comScore Local Search Usage Study 2009 7 Proprietary and confidential. Do not distribute.
  • 8. Seeing Is Believing Are Existing National & Local Marketing Efforts Competitive Or Complementary? Local Placements National Placement 8 Proprietary and confidential. Do not distribute.
  • 9. Seeing Is Believing Are Existing National & Local Marketing Efforts Competitive Or Complementary? Opportunity Search for “ABC Milwaukee home security.” Results include both national ABC security and local ads below: ABC® Home – Official Site Milwaukee Home Security Dependable, Consumers Digest® Best Save $250 Now! 24/7 Home Monitoring Buy. Save $ $250 Today on ABC®! from ABC® Award-Winning Security. www.ABC.com/HomeSecurity Free Homewww.BuyABC.com/HomeSecurity Security System ABC® Home Security Deal: Save $850 View free ABC® Home Security Offer Home-Security123.com/ABC-Security Wisconsin Wi i ABC® Home Security Free $850 Home Security System. $99 Inst. Homeowners Only. ABC Auth Co. www.SecurityChoice.com/Security + more… Ad examples are fictitious and for example purposes only. 9 Proprietary and confidential. Do not distribute.
  • 10. Seeing Is Believing Are Existing National & Local Marketing Efforts Competitive Or Complementary? Opportunity Search for “ABC Milwaukee home security.” Results include both national ABC security and local ads: ABC® Home – Official Site Milwaukee Home Security Dependable, Consumers Digest® Best Save $250 Now! 24/7 Home Monitoring Buy. Save $ $250 Today on ABC®! from ABC® Award-Winning Security. www.ABC.com/HomeSecurity Free Homewww.BuyABC.com/HomeSecurity Security System ABC® Home Security Deal: Save $850 View free ABC® Home Security Offer Home-Security123.com/ABC-Security Wisconsin Wi i ABC® Home Security Free $850 Home Security System. $99 Inst. Homeowners Only. ABC Auth Co. The Situation e S tuat o www.SecurityChoice.com/Security + more… Corporate and the local Dealers are paying for ads, competing against each other for clicks. Ad examples are fictitious and for example purposes only. 10 Proprietary and confidential. Do not distribute.
  • 11. Seeing Is Believing Are Existing National & Local Marketing Efforts Competitive Or Complementary? The Outcome Potentially confusing to the consumer. y g Overlapping efforts ultimately increases cost per lead. ABC® Home – Official Site C® o e O c a S te Dependable, Consumers Digest® Best Buy. Save $250 Today on ABC®! www.ABC.com/HomeSecurity $7.45 CPC Milwaukee Home Security Save $250 Now! 24/7 Home Monitoring from ABC® Award-Winning Security. www.BuyABC.com/HomeSecurity $6.46 CPC 11 Proprietary and confidential. Do not distribute.
  • 12. 5 Must-Do Steps To Align Your Local & National Must- Advertising Efforts Online #2 – The Who, The What and The How Proprietary and confidential. Do not distribute.
  • 13. The Who, The What and the How Determine responsibilities between Corporate and local Dealers / Stores − Who’s authorized to place ads? − What channels will be utilized? − How will ad copy and content be py determined? 13 Proprietary and confidential. Do not distribute.
  • 14. The Who, The What and the How Who’s Authorized and What Channels? Corporate or Local? What should Corporate be responsible for vs local Dealers? vs. Corporate Dealer • Main Company Website • Local Website (Corp. template) • Company Facebook Profile • Local FB Profile (Corp. template) • LinkedIn Profile • Local Listings • Twitter Profile, Tweets T itt P fil T t • Cl i Google Places listing, etc Claim G l Pl li ti t • General Company/Brand Reviews • Local User Reviews • Responses to social monitoring • Responses on Yelp, etc • Local Dealer Checklist • Checkpoints with Dealers on their efforts 14 Proprietary and confidential. Do not distribute.
  • 15. The Who, The What and the How Who’s Authorized and What Channels? To avoid local dealers and stores placing their own ads outside of a Local and National coordinated program – • Allow local customization of content • Ensure local stores are receiving fair credit for the leads / sales achieved • Program should be holistic of all online channels that a potential consumer may be searching Proprietary and confidential. Do not distribute. 15
  • 16. The Who, The What and the How How Will Ad Copy and Content Be Determined? Keyword Selection Corporate: general terms ABC® Home Security Save $250 Now! 24/7 Home Monitoring from ABC® Award-Winning Security. www.ABC.com/HomeSecurity y Local Dealers: local geo-targeted terms • Do not use Broad Match at the Dealer level Milwaukee Home Security Save $250 Now! 24/7 Home Monitoring from ABC® Award-Winning Security. www.BuyABC.com/HomeSecurity 16 Proprietary and confidential. Do not distribute.
  • 17. The Who, The What and the How How Will Ad Copy and Content Be Determined? Localized Ad Creative Ad copy should b customized by h ld be t i db local Dealers Milwaukee Home Security • Paid Search Headline / Ad Copy Save $250 Now! 24/7 Home Monitoring from ABC® Award-Winning Security. • Utili local offers Utilize l l ff www.BuyABC.com/HomeSecurity B ABC /H S it • Drive Traffic to locally focused websites / landing pages * Social Profiles should be Corporate approved templates 17 Proprietary and confidential. Do not distribute.
  • 18. The Who, The What and the How How Will Ad Copy and Content Be Determined? Localized Ad Creative Ad copy should b customized by h ld be t i db local Dealers Milwaukee Home Security • Paid Search Headline / Ad Copy Save $250 Now! 24/7 Home Monitoring from ABC® Award-Winning Security. • Utili local offers Utilize l l ff www.BuyABC.com/HomeSecurity B ABC /H S it • Drive Traffic to locally focused websites / landing pages • Locally focused sites should drive consumers to local information • Internet Yellow Pages, Google g , g Maps etc. * Social Profiles should be Corporate approved templates 18 Proprietary and confidential. Do not distribute.
  • 19. 5 Must-Do Steps To Align Your Local & National Must- Advertising Efforts Online #3 – Setting (and following) The House Rules Proprietary and confidential. Do not distribute.
  • 20. Setting (and following) The House Rules Clear and concise branding rules need to be established − Set policies for local and national branding efforts − Ongoing education for Dealers 20 Proprietary and confidential. Do not distribute.
  • 21. Setting (and following) The House Rules Set Policies For Local Branding Efforts Direction & Education Establish d lib E t bli h deliberate policies for local Dealers t li i f l lD l • Guidelines • Corporate Approval Processes p pp • Best Practices • Education •KKeyword bidding d biddi • Social Policies • etc… 21 Proprietary and confidential. Do not distribute.
  • 22. Setting (and following) The House Rules Open Communication About Branding Efforts Teamwork Once guidelines for Corporate and local Dealers have been g p established, how do they work together? 22 Proprietary and confidential. Do not distribute.
  • 23. Setting (and following) The House Rules Open Communication About Branding Efforts Teamwork Once guidelines for Corporate and local Dealers have been g p established, how do they work together? • Dealers should use links back to the Corporate sites • Dealer website • Social sites 23 Proprietary and confidential. Do not distribute.
  • 24. Setting (and following) The House Rules Open Communication About Branding Efforts Teamwork Once guidelines for Corporate and local Dealers have been g p established, how do they work together? • Dealers should use links back to the Corporate sites • Dealer website • Social sites • Main Corporate site should provide links to locations • Linking to either Corporate provided local template sites or dealer accessible extension page ibl t i • www.ChicagoABCHomeSecurity.com • www.ABCSecuritycom/chicago 24 Proprietary and confidential. Do not distribute.
  • 25. Setting (and following) The House Rules Open Communication About Branding Efforts Teamwork Once guidelines for Corporate and local Dealers have been g p established, how do they work together? • Dealers should use links back to the Corporate sites • Dealer website • Social sites • Main Corporate site should provide links to locations • Linking to either Corporate provided local template sites or dealer accessible extension page ibl t i • www.ChicagoABCHomeSecurity.com • www.ABCSecuritycom/chicago • Communicate about promotions, products, etc p ,p , 25 Proprietary and confidential. Do not distribute.
  • 26. 5 Must-Do Steps To Align Your Local & National Must- Advertising Efforts Online #4 – Consistency, Consistency, Consistency Proprietary and confidential. Do not distribute.
  • 27. Consistency, Consistency, Consistency Ensure branding efforts stay consistent between national and local efforts, AND media channels efforts − Continuity from Corporate to Local − Continuity across all media 27 Proprietary and confidential. Do not distribute.
  • 28. Consistency, Consistency, Consistency Open Communication about Advertising Efforts Communication Lack of communication may lead to cannibalization of efforts between Corporate and local Dealers • Potential for redundant or inconsistent ad placements • Paid Search • Social Official Site - ABC® Home Security • IYP’s • PYP’s Save $250 Now! 24/7 Home Monitoring from ABC® Award-Winning Security. www.ABC.com/HomeSecurity ABC® Milwaukee - Home Security Save $250 Now! 24/7 Home Monitoring from ABC® Award-Winning Security. www.BuyABCSecurity.com/Milwaukee 28 Proprietary and confidential. Do not distribute.
  • 29. Consistency, Consistency, Consistency Open Communication about Advertising Efforts Communication Lack of communication may lead to cannibalization of efforts between Corporate and local Dealers • Potential for redundant or inconsistent ad placements • Paid Search • Social • IYP’s • PYP’s Consistently share what Corporate branding C i t tl h h tC t b di and marketing is taking place • Current offers, promotions, company updates, etc… • Avoid frustrated or even lost customers df d l • Local Dealer sites need to be updated at the same time as Corporate sites 29 Proprietary and confidential. Do not distribute.
  • 30. Consistency, Consistency, Consistency Open Communication about Advertising Efforts Opportunity Friday night Online search for desired product. night. product Per corporate website, product in stock and on sale at my local store. Perfect… 30 Proprietary and confidential. Do not distribute.
  • 31. Consistency, Consistency, Consistency Open Communication about Advertising Efforts Opportunity Friday night Online search for desired product. night. product Per corporate website, product in stock and on sale at my local store. Perfect… The Situation Saturday, mid-morning. Early Spring. Comfortable, sunny 72 degrees. Happy. I enter the store, anxious for my new purchase… y p 31 Proprietary and confidential. Do not distribute.
  • 32. Consistency, Consistency, Consistency Open Communication about Advertising Efforts The Problem Sales person claims out of stock. I go online in the p g store – still in stock. Sales person finds product in back. Not on sale. Refer back to online listed price. I finally get my product at the sale price… 32 Proprietary and confidential. Do not distribute.
  • 33. Consistency, Consistency, Consistency Open Communication about Advertising Efforts The Problem Sales person claims out of stock. I go online in the p g store – still in stock. Sales person finds product in back. Not on sale. Refer back to online listed price. I finally get my product at the sale price… The Outcome Frustrated. Annoyed. Confused why a customer had to educate the sales person about their own product. May shop elsewhere. It’s now raining… y p g 33 Proprietary and confidential. Do not distribute.
  • 34. 5 Must-Do Steps To Align Your Local & National Must- Advertising Efforts Online #5 – Know What Success Looks Like Proprietary and confidential. Do not distribute.
  • 35. Know What Success Looks Like Align Corporate and local Dealers success metrics − Determine what you consider success − Utilize the same tracking platform at the Corporate and local levels 35 Proprietary and confidential. Do not distribute.
  • 36. Compliment Local & National Efforts Tracking Determine Success Establish success metric(s) to track • Clicks, calls, lead generation… 36 Proprietary and confidential. Do not distribute.
  • 37. Compliment Local & National Efforts Tracking Determine Success Establish success metric(s) to track • Clicks, calls, lead generation… Both Corporate and local Dealers need to utilize the same platform • Ex: Google Analytics Reporting • Corporate should be able to access all reports and provide feedback to dealers about success 37 Proprietary and confidential. Do not distribute.
  • 38. Benefits of Channel Alignment g 38 Proprietary and confidential. Do not distribute.
  • 39. Benefits of Channel Alignment • Ensures a better customer experience 39 Proprietary and confidential. Do not distribute.
  • 40. Benefits of Channel Alignment • Ensures a better customer experience • Allows for better budget allocation & utilization 40 Proprietary and confidential. Do not distribute.
  • 41. Benefits of Channel Alignment • Ensures a better customer experience • Allows for better budget allocation & utilization • Helps to reduce or eliminate consumer confusion 41 Proprietary and confidential. Do not distribute.
  • 42. Benefits of Channel Alignment • Ensures a better customer experience • Allows for better budget allocation & utilization • Helps to reduce or eliminate consumer confusion • Creation of internal brand ambassadors 42 Proprietary and confidential. Do not distribute.
  • 43. Benefits of Channel Alignment • Ensures a better customer experience • Allows for better budget allocation & utilization • Helps to reduce or eliminate consumer confusion • Creation of internal brand ambassadors • L Leverage th power of your l the f local sales channel l l h l • There is power in the #’s online. Especially in social. 43 Proprietary and confidential. Do not distribute.
  • 44. Summary • Seeing is Believing • A clear understanding of who’s placing ads and in what media 44 Proprietary and confidential. Do not distribute.
  • 45. Summary • Seeing is Believing • A clear understanding of who’s placing ads and in what media • Th Wh the Wh and the H The Who, h What d h How • Who should be engaging in online marketing and in what capacity 45 Proprietary and confidential. Do not distribute.
  • 46. Summary • Seeing is Believing • A clear understanding of who’s placing ads and in what media • Th Wh the Wh and the H The Who, h What d h How • Who should be engaging in online marketing and in what capacity • Setting (and following) the House Rules • Set clear policies on branding tactics 46 Proprietary and confidential. Do not distribute.
  • 47. Summary • Seeing is Believing • A clear understanding of who’s placing ads and in what media • Th Wh the Wh and the H The Who, h What d h How • Who should be engaging in online marketing and in what capacity • Setting (and following) the House Rules • Set clear policies on branding tactics • Consistency, Consistency, Consistency • Open and ongoing communication and education for local Dealers • Continuity from Corporate to Local and across all media 47 Proprietary and confidential. Do not distribute.
  • 48. Summary • Seeing is Believing • A clear understanding of who’s placing ads and in what media • Th Wh the Wh and the H The Who, h What d h How • Who should be engaging in online marketing and in what capacity • Setting (and following) the House Rules • Set clear policies on branding tactics • Consistency, Consistency, Consistency • Open and ongoing communication and education for local Dealers • Continuity from Corporate to Local and across all media • Know what success looks like • Determine your success metrics and a uniform tracking system 48 Proprietary and confidential. Do not distribute.
  • 49. Thank You 49 Proprietary and confidential. Do not distribute.
  • 50. Come See Us at SES San Francisco • August 16-20th • Test Your Local/Social skills in our Search Scavenger Hunt • 6 clues • 2 – d (August 17th & 18th) days (A t • One kick @ss prize For more details visit us online at: www.15miles.com/ses / Contest details will be posted – Monday July 26th 50 Proprietary and confidential. Do not distribute.