Sweet Search - Building a Luxury Brand Online Chris Bishop Online Marketing Manager Hotel Chocolat Ltd

Contents A little about Hotel Chocolat Branding with search Organic Sponsored Tie your SEM strategy into your brand message Integrating SEM with a multi-channel strategy Q & A’s

A little about Hotel Chocolat

Branding with search

Organic

Sponsored

Tie your SEM strategy into your brand message

Integrating SEM with a multi-channel strategy

Q & A’s

A natural step-by-step evolution built on solid foundations NICHE B – R – O – A - D 2003 Hotel chocolate gifts B to C Chocolat + for yourself & B to B mail order + retail 1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF by mail order 1993 Choc chocolate GIFTS B to C Express by mail order 1991 Geneiva chocolates & B to B Chocolates mints 1988 B to B MMC mints only

With growth comes change…. b ecoming Multi-Channel Mail Order 1993 Internet 1997 Re-branding 2003 Stores 2005

Hotel Chocolat Stores London & South East: Kensington, Moorgate, Knightsbridge, Bluewater, Lakeside, Maidstone, Canterbury, Bromley, Basingstoke, Watford, St. Albans, Reading East of England: Norwich, Cambridge Midlands: Telford, Solihull, Dudley, Milton Keynes, Nottingham North West: Manchester North East: Gateshead South West: Plymouth

London & South East: Kensington, Moorgate, Knightsbridge, Bluewater, Lakeside, Maidstone, Canterbury, Bromley, Basingstoke, Watford,

St. Albans, Reading

East of England: Norwich, Cambridge

Midlands: Telford, Solihull, Dudley, Milton Keynes, Nottingham

North West: Manchester

North East: Gateshead

South West: Plymouth

Branding with Search Branding Importance What it brings Search Listings boosting brand Why How

Branding

Importance

What it brings

Search Listings boosting brand

Why

How

Importance of Branding Identity Perceptions Experience

Identity

Perceptions

Experience

Branding with Search Advertising Concepts Top Listings Landing Pages

Advertising Concepts

Top Listings

Landing Pages

Prominent search listings can build/boost your brand Front of mind Positive associations Authority & Creditability Brand Messages (Ethical)

Front of mind

Positive associations

Authority & Creditability

Brand Messages (Ethical)

Branding – What it brings! Aids acquisition Loyal Customers Customer Relations Key to profitability!

Aids acquisition

Loyal Customers

Customer Relations

Key to profitability!

Making your brand keywords work PPC just direct response? Credibility Exposure, brand equity Brand Lift Single to Multi-Keyword Search Rules - affiliates

PPC just direct response?

Credibility Exposure, brand equity

Brand Lift

Single to Multi-Keyword Search

Rules - affiliates

5 Tips to build your brand Campaign keyword selection Keyword bidding Display URL Ad copy Landing pages

Campaign keyword selection

Keyword bidding

Display URL

Ad copy

Landing pages

Tie your SEM strategy into your brand message

The seductive world of Hotel Chocolat.

The seductive world of Hotel Chocolat.

Personality • Authentic • Trustworthy • Excited by chocolate • Seductive • Welcoming • Engaging & witty • Expert (not arrogant) • Best from the world of chocolate Attributes • Authentic • Reputation • Customer loyalty • Delicious • Memorable • Service • Lifestyle USP s • Authentic • For everyone • Enticing • Unsurpassed • Global Selection • Range • Ethical Credibility • Authentic • A trusted brand • Strong guarantee • Consumer champion • Ethical The seductive world of Hotel Chocolat.

Taste • Best in class • Fresh • Real ingredients • Passion & flair The Experience • Sheer pleasure • More than the chocolate • A brand experience Display • Evocative • Original, with flair • Informative • Clean & clear Credibility • Authentic • A trusted brand • Strong guarantee • Consumer champion • Ethical Consumers • Male & female • For everyone Standard • Exceptional quality • Unexpected attention to detail • Friendly service • Efficient company The seductive world of Hotel Chocolat.

The allure & indulgence of authentic chocolate brought to you Brand Essence Emotion…wanting it Need for pleasure Need for comfort, cocooning Want for lifestyle Want to discover Need for gift Want to make the right impression Want to be excited Experience…consuming it Bliss point Me time Sharing, giving People, moments, chocolate Relaxed, pleasurable It’s a chocolate thing The delivery of promise Friendly Open to all Easy to buy Self-serve, giving clear information Efficient, quick Trustworthy Guaranteed, consumer champions Credibility…knowing it’s the best Real chocolate Made with passion & flair By real people (not faceless multi-national) Original & unique products Trustworthy company Informed & expert Ethical

Emotion…wanting it

Need for pleasure

Need for comfort, cocooning

Want for lifestyle

Want to discover

Need for gift

Want to make the right impression

Want to be excited

Experience…consuming it

Bliss point

Me time

Sharing, giving

People, moments, chocolate

Relaxed, pleasurable

It’s a chocolate thing

The delivery of promise

Friendly

Open to all

Easy to buy

Self-serve, giving clear information

Efficient, quick

Trustworthy

Guaranteed, consumer champions

Credibility…knowing it’s the best

Real chocolate

Made with passion & flair

By real people (not faceless multi-national)

Original & unique products

Trustworthy company

Informed & expert

Ethical

Measuring Search Branding How do you measure the effects of branding in a search engine marketing campaign? … a web analytics program such as Lynchpin or Google Analytics (free!) Below are some of the data points that can be used to measure the brand impact of an SEM campaign. Average Time On Site Page Views Per Visitor: Path Views to Registration or Subscription Sign-Ups:

How do you measure the effects of branding in a search engine marketing campaign?

… a web analytics program such as Lynchpin or Google Analytics (free!)

Below are some of the data points that can be used to measure the brand impact of an SEM campaign.

Average Time On Site

Page Views Per Visitor:

Path Views to Registration or Subscription Sign-Ups:

Successfully integrating search with a multi-channel strategy Definition - Multichannel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores. Brick – Stores Click – Web Flip – Catalogue pages

Definition - Multichannel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores.

Brick – Stores

Click – Web

Flip – Catalogue pages

The New Shopper Has polarised consumer behaviour Loyal to strong brands Disloyal to weak Technically savvy, literate and competent with IT Crosses all ages, all socio-economic groups Sophisticated comparison shoppers Demand speed of availability and delivery increasingly crucial. “I want it now!” Not a slave to a channel – ingenious users of channels for their advantage Rely on convenience and certainty

Has polarised consumer behaviour

Loyal to strong brands

Disloyal to weak

Technically savvy, literate and competent with IT

Crosses all ages, all socio-economic groups

Sophisticated comparison shoppers

Demand speed of availability and delivery increasingly crucial. “I want it now!”

Not a slave to a channel – ingenious users of channels for their advantage

Rely on convenience and certainty

Activity Think about the way you would go about buying various products or services Skiing Holiday Digital Camera Chocolat (Johnny Depp) on DVD Set of bath towels

Think about the way you would go about buying various products or services

Skiing Holiday

Digital Camera

Chocolat (Johnny Depp) on DVD

Set of bath towels

Store Information

Marketing Campaigns

So what? Search & Stores… Multichannel shoppers are more valuable than customers who shop via a single sales channel. They have a 12% greater buying frequency and a 32% higher annual spending history than customers who shop at stores only. Trichannel (retail, catalog, Internet) shoppers are more loyal than otherwise similar customers who purchase from only one or two channels. The study found that customers who purchased from all three channels had a 73% likelihood to make similar purchases from that retailer. Source – Shop.org (01/05/06)

Multichannel shoppers are more valuable than customers who shop via a single sales channel. They have a 12% greater buying frequency and a 32% higher annual spending history than customers who shop at stores only.

Trichannel (retail, catalog, Internet) shoppers are more loyal than otherwise similar customers who purchase from only one or two channels. The study found that customers who purchased from all three channels had a 73% likelihood to make similar purchases from that retailer.

Source – Shop.org (01/05/06)

Thank You & Questions Thanks to… Ambergreen Internet Marketing Lynchpin Analytics

Thanks to…

Ambergreen Internet Marketing Lynchpin Analytics