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Lynda Rathbone
Lynda Rathbone
Lynda Rathbone
Lynda Rathbone
Lynda Rathbone
Lynda Rathbone
Lynda Rathbone
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Lynda Rathbone

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Lynda Rathbone discusses 'Offline and Online Spending' at cScape's 'Winners and Losers in a Troubled Economy' book launch.

Lynda Rathbone discusses 'Offline and Online Spending' at cScape's 'Winners and Losers in a Troubled Economy' book launch.

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Transcript

  • 1. Story Offline and online spending Lynda Rathbone MD, Four Square Media
  • 2. Case study: major UK campaign for top 10 charity The Challenge: to continue the user journey online for 7 offline campaign activities that all drive traffic to the website home page. The activities included: - TV (brand and DRTV) - Print (door drops, inserts) - Shops/posters - Events - Transvision - Press/celebrity
  • 3. Case study: major charity - UK campaign activity The story : all the campaign activities were driving potential supporters to the website home page, although 95% of the budget was spent on the offline activities. Once users landed on the home page, there was nothing from the campaign they recognised, leading to an 81% bounce rate, very low donations and confusing user journeys.
  • 4. <ul><li>Case study: major charity - UK campaign activity </li></ul><ul><li>The Learnings : you can lead a horse to water but you </li></ul><ul><li>can’t make him drink. </li></ul><ul><li>The website home page is the first port of call </li></ul><ul><li>No point in spending money on things like keywords without a supporting content strategy </li></ul><ul><li>Contextualisation is key - one journey should have many paths </li></ul>
  • 5. Winners and losers quiz <ul><li>Question seven </li></ul><ul><li>Who won a Nobel prize? </li></ul><ul><li>Albert Einstein </li></ul><ul><li>Stephen Hawkings </li></ul><ul><li>Michael Faraday </li></ul>
  • 6. Winners and losers quiz <ul><li>Question seven </li></ul><ul><li>Who won a Nobel prize? </li></ul><ul><li>Albert Einstein </li></ul><ul><li>Stephen Hawkings </li></ul><ul><li>Michael Faraday </li></ul>
  • 7. Thank you

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