A Disciplined Approach to Media that Grows Businesses Ionic Media Group LLC
Results, Speed, Accuracy, Effectiveness MULTI-CHANNEL MARKETING, MEDIA AND DIGITAL AGENCY Focus on influencing customer behavior Specialize in working with companies experiencing rapid growth or needing quick turnaround Deliver results faster with metrics-disciplined planning Leverage one-of-a-kind technologies to drive better ROAS IONIC MEDIA BRINGS YOU… Quick improvement in your ROAS Holistic analysis of your marketplace challenges and opportunities Media placements that have the greatest impact Proprietary optimization and modeling technologies
Ionic Media Provides a Full Range of Media Services Strategic and market planning Media planning and placement Optimization management Data modeling / analytics / reporting Account management General and Hispanic markets PUSH CHANNELS DRTV: All formats TV: Network, cable, satellite, local, syndication Radio: Network, local Display: Banners, rich media, video Out-of-home: Billboards, malls, airport, bus benches, elevators PULL CHANNELS PPC: Google, Yahoo!, MSN, etc SEO: Natural search optimization Print: Magazine, direct mail, FSIs Landing Pages: Multivariate testing Social media: Blogging, mobile social networks, press releases Reputation Management: Monitoring, online response, organic search removal
Ionic Media’s History Our unique combination of skills, experience and technology translates to ongoing success for our clients. Founded: 2002 Five Partners: Michael Kubin Ted Huffman Jeff Bender Mark Evans Mary Huffman Employees: 25 Key employees: Every one A Record of Success
Backgrounds and Awards WHERE WE HAVE WORKED AWARDS WE HAVE RECEIVED #1 PPC Agency #2 Web Design Agency #5 SEO Agency Hot 100 #7 in 2005 Fastest Growing Companies Entrepreneur Magazine Inc. 500 Winner 2007 (642% Growth) Inc. Magazine OMMA 2009 Winner Best Integrated Campaign Health & Pharma
Media-Neutral Leadership Structure MICHAEL KUBIN President, Club Med Co-CEO, Media Inc. Managing director, Western International Media (IPG) CEO, Leading Web Advertisers (Evaliant Media Resources) (CMR) M.B.A., Harvard
Media-Neutral Leadership Structure JEFF BENDER SVP/GM, The Walt Disney Internet Group Partner, The Regis McKenna Group Brand Manager, Time-Life Video and Television Consumer Marketing Director, TV Guide
Media-Neutral Leadership Structure TED HUFFMAN Director Internal Applications, GoTo.com Director of Technology Planning, Overture Services Manager, Andersen Consulting London (IT strategy for financial markets and retail)
Media-Neutral Leadership Structure MARK EVANS General Manager U.S. Search, GoTo.com Senior Director, Marketing/ Product Mgmt, GoTo.com Partner, Center for Corporate Innovation Manager, McKinsey & Co M.B.A., Wharton
Media-Neutral Leadership Structure MARY HUFFMAN Director of Acquisition Marketing, Overture Services Manager, McKinsey & Co (UK) Associate Product Manager, Wells Fargo Bank M.B.A., Stanford University
Media Approach Ionic Media’s specialists craft focused, data-driven plans to reach an audience in both conventional and unexpected ways Disciplined bottom-up process Who are the customers Where are they What are the best ways to reach them How can we motivate them Portfolio approach mitigates risk Media agnostic position ensures optimal outcome Customer-centric account management delivers efficiency Cross functional team(s) Dedicated account manager Hands-on Managing Director
Media Capabilities – Pay-per-Click Search Marketing PPC – GOOGLE, YAHOO, MSN, ETC. Define objective / identify target metrics Build account with best practice structure 50,000-500,000+ keywords Actively manage campaign Optimize ruthlessly Expand campaign and maintain metrics
Media Capabilities – Direct Response Television DRTV Work with both short-form and long-form Develop targeted plan along with strong backend program to complete the sale and drive ongoing revenue Leverage sophisticated attribution modeling Use cutting-edge tracking techniques to report results and optimize performance
Media Capabilities – TV, Radio, Print and Outdoor BRAND BUILDING Conduct industry and client analysis Develop segmentation analysis Work with client to set media objectives Establish KPIs Identify media mix and selection criteria Create a media feedback loop to allow for mid-course adjustments Conduct secondary analyses to understand full value of every medium (e.g., multivariate regression modeling)
Media Capabilities – Online Display BANNERS, RICH MEDIA, VIDEO Conduct site analysis Define objectives and KPIs Test into buys Specify targeting on a geo, demo or behavioral basis Measure cross-channel lift / assists Conduct re-targeting campaigns to convince visitors who did not purchase Renegotiate tests into optimized buys
Media Capabilities – Search Engine Optimization (SEO) ON PAGE / ON SITE / SOCIAL MEDIA Keyword research, competitor review Site-level optimization and configuration Development of new content Site authentication Optimization of 404 error pages Link building Forum posting and Blog posting Directory submissions Social network optimization / mgmt Press release distribution
Media Capabilities – Landing Page Improvement OPTIMIZATION AND TESTING An effective landing page is a key element in successful marketing campaigns Review existing site/landing pages Improve usability and convertability Conduct multivariate, split or flat tests Full range of site improvement services available
Media Capabilities – E-mail ACQUISITION AND RETENTION Using house lists or rented lists Strategic planning for e-mail campaigns Refined messaging, scheduling and integrated testing Measurement of overall performance, and cross-channel assists Strategic refinements to maximize lifetime value of leads FUNCTIONALITY
Media Capabilities – Social Networking iSOCIAL Ensure you have sufficient presence on appropriate social media Leverage Influencer Marketing if bloggers and forum posters have an influence on brand opinion and purchase Write a blog to drive organic ranking and draw return traffic Use online PR resources to syndicate releases (both traditional and multimedia)
Media Capabilities – Reputation Management iREPUTATION Google SearchWiki, RipOffReport, Blogs, Forums, etc Need to monitor online reputation carefully Quick response on blogs and forums is crucial Removing negative organic search listings is much more difficult Always track your progress from an established baseline
Thank You Ionic Media can deliver bottom-line results to your company quickly. By leveraging our smart process, proprietary technologies and experienced people, we can outperform your current media agency. Thank you for your time. IONIC MEDIA CONTACTS Ted Huffman 818-849-3730 [email_address] Jeff Bender 818-849-3737 [email_address] Mark Evans 818-849-3724 [email_address] Mary Huffman 818-849-3728 [email_address] Michael Kubin 917-676-3590 [email_address]
Case Study: DRTV – Retail Bank COMPANY DESCRIPTION This national bank has brick-and-mortar retail locations in the Great Plains area, as well as a nationwide online presence. For their online savings accounts they offer highly competitive interest rates. To support their online banking efforts they have been doing DRTV, direct mail and online advertising. CHALLENGE They wanted to open as many new accounts as possible within a 3-month time frame. There was no tracking system to determine whether DRTV or other media were driving results SOLUTION Ionic Media developed a direct response national cable campaign which drove people to the bank website to open accounts. Each cable network had a different suffix attached to the main URL to help identify network back-end performance. We monitored the networks on a weekly basis and changed media to best optimize results. We also flighted the TV in isolation of the direct mail and other media. RESULTS The client increased their online savings account applications by 300% when the DRTV was on air, and Ionic Media was approved to plan the Bank’s next round of DRTV media strategy.
Case Study: PPC – Precious Metals Dealer COMPANY DESCRIPTION This company is a leading online dealer of precious metals and rare coins. Products include collectibles, gold, silver and platinum coins, rounds and bars, market info and more. CHALLENGE They wanted to outsource PPC management as it was time consuming. They had a large product list they couldn’t build out as comprehensively as we could with our internal tools. They have razor thin margins and needed a company that could manage by profitability, not just cost per conversion. SOLUTION Built out comprehensive campaigns, encompassing entire product set. Extended the keyword list to include a large number of tail keywords to help lower cost. We managed campaigns based on detailed ongoing analysis of profitability using different margin points for gold, silver, platinum, coins and others. We worked with the client team and continually adjusted keywords, ad copy/creative and other campaign settings to tie in with seasonal promotions and market price changes. RESULTS We grew the keyword list from about 300 to over 40,000 keywords, and segmented them into 515 ad groups in 56 campaigns. We also implemented tracking at the engine and keyword level and started using different margin variables for the different product groups.
Case Study: SEO – Boutique Hotel Chain COMPANY DESCRIPTION A boutique hotel chain with 20 hotels and restaurants. Noted among the top five percent of US hotels for guest satisfaction. CHALLENGE Complement existing PPC efforts and increase the volume of leads, visits, revenue and profits by improving the organic visibility of 13 sites. Figure out ways to increase bookings by generating traffic through social media efforts. SOLUTION Identified optimal keywords – based on search volume and competition – on which high positioning was likely to be achieved. Utilized important keywords in content optimization. Reviewed each site and examined site architecture, navigation, keywords and copywriting strategy. Recommended that increased attractiveness to the search engines. Implemented a link strategy and social media techniques (including blogs, articles and press releases). RESULTS Increased rankings for top general keywords from the third page to the first page and more geo-targeted and niche keywords which generally moved up to the top 5 ranking. As a result of social media efforts, traffic to the site doubled. Online revenue also doubled over six months.
Online Education Company Increased Their Conversion Rate by 60% Champion Existing “Landing Page” from their website Objective: Boost lead conversion rate Approach: We identified a number of changes that we could test. The most interesting three tests are shown here. Test Methodology: Flat Testing Case Study: Landing Page - Online Education Company Challenger #1 No navigation Challenger #2 New structure/form/etc. Challenger #3 Two-page version
Case Study: Email – Contemporary Home Furnishings Retailer COMPANY DESCRIPTION This furnisher of innovative modern home design recently opened its doors. Their e-commerce site allowed shoppers to choose from a wide range of stylish products including sofas, chaise lounges, entertainment centers, dining room sets, bed frames, tables and various others. Customers could arrange for in-home delivery or pick up from the company's showroom. CHALLENGE As a new company of high end home furnishings, there was some uncertainty around the true target audience. The company needed to build its brand, increase site traffic and grow its in-house e-mail list. SOLUTION Conducted marketing research to give client a detailed look at its core audience. Identified a highly-targeted third-party list to which the company could send dedicated e-mails in order to drive site traffic and to grow its customer base. RESULTS The targeted e-mail campaign yielded the largest spike in site traffic out of any offline or online marketing vehicle tested, including paid search. The initial e-mail drop generated over 5,000 clicks in one day. The campaign continued to affect site traffic four months after the last e-mail blast.
Case Study: SEO Web Design – Audio Console Dealer COMPANY DESCRIPTION One of the largest audio mixing console retailers in the world. In addition to renting audio consoles for live events such as concerts, the company also sells both new and used consoles to its customers. CHALLENGE The website suffered from a poor design that failed to convey its expertise in the audio mixing industry. The site needed a more user and search engine-friendly design that would increase organic site traffic and help customers more easily find products and services. SOLUTION Recommended design changes to improve the site’s navigation and overall usability. Optimized page level and site-wide structural elements. Conducted keyword research to identify the appropriate terms for high indexing. Generated links from relevant sites using keyword optimized anchor text. RESULTS The site re-design resulted in a more seamless and pleasant experience, which improved consumer trust. Optimization and link building improved the site’s overall ranking for broader and more popular keywords, many of which rank on the first page of the search engine results. As a result, the number of links documented by Yahoo increased from less than 100 to over 1,000 over the course of a year.