Strategies for integrating paid search with offline activity to improve Return on Investment

Strategies for Integrating Paid Search: with Offline Activity to improve ROI
Sri Sharma, Managing Director, Net Media Planet
Matt Walburn, Marketing Director, The Perfume Shop
20th May 2010

Over to Matt Walburn ...

LETS START WITH SOME AUDIENCE PARTICIPATION….
WHICH RETAILERS SELL FRAGRANCE?
BOOTS - 86%
SUPERDRUG – 55%
DEBENHAMS – 53%
HOUSE OF FRASER – 35%
THE PERFUME SHOP – 30%
RANK MARKET SHARE IN
FRAGRANCE…
BOOTS – 31%
THE PERFUME SHOP– 24%
DEBENHAMS – 14%
SUPERDRUG – 5%
HOUSE OF FRASER – 4%

4
THE PERFUME SHOP
TPS founded 1992 (Our 18th birthday this year)
Acquired by A. S. Watson Group in 2005, biggest Health and Beauty retail group globally
180 stores across UK & Ireland (inc E commerce site relaunched 2008)
Already UK’s largest ‘fragrance only’ retailer
Delivers amongst the highest sales/Ebit per Sqft across all UK retail sectors
Currently 2nd largest UK retailer of fragrance after Boots….for now!

5
SO WHY INVEST IN MARKETING A RETAIL BRAND?
GROW BRAND AWARENESS
IMMEDIATE SALES/FOOTFALL
STORES
ONLINE
INTERNAL ENGAGEMENT

INTEGRATED MARKETING ESSENTIAL: DEFINED BY THE COMPLEXITY OF CONSUMER’S LIVES
Message reinforcement, multi channel usage, different channels suit different messages
Stretch 2010+
QUALITY & ASPIRATION
Brand
Driving
Activity
Brand
&
Volume
Driving
Activity
Volume
Driving
Activity
PRICE & PROMOTION
2008
2007
2009
2010

TPS INTEGRATED MARKETING ACTIVITY
AND MAXIMISE SALES HERE?
BRAND TV
(e.g. Service/Range/Expertise)
INSTORE MEDIA PACKAGES
Brand
Driving
Activity
TV SPONSORSHIP
HOW DO WE ADVERTISE HERE?
QUALITY COLOUR PRESS
BROCHURES
theperfumeshop.com
Encompass spectrum of messages from promotional to quality
CUSTOMER MAGAZINE
CRM
Encompass spectrum of messages from promotional to quality
(Contact made with customers via emails, magazine, vouchers, loyalty reward, brochures)
PR
Brand
&
Volume
Driving
Activity
PROMOTIONAL TV
RADIO
PROMOTIONAL PRESS
Volume
Driving
Activity
PROMO LEAFLET
TPS POS
2013
OVER TO SRI…..

TAKE A LOOK AT OUR TV AD!

Back to Sri Sharma ...

Users move across channels before purchasing
Build on a theme and message
Different channels provide different marketing benefits
Why Integration is so important
Drive increased brand awareness, traffic and promotes buying

Search & TVAdvertising
37% of people would see a TV advert and be prompted to go onto a search engine
Source: Jupiter Research

Approach to Integrated Marketing
Understand the offline marketing campaign & objectives
Set online Paid Search goals and objectives
Model the user journey
Integrate planning and scheduling
Resonate through messaging
Extend reach
Multi-channel analysis

Offline TV Campaign
Brand awareness creation around the X Factor
Audience fit targeting Females 16-35
Promote The Perfume Shop brand in conjunction with leading perfume brands
Highly specific product targeting and offer driven

Extend reach

Objectives
The Perfume Shop:
Increase no. of sales
Increase traffic to website
Hit monthly target CPA

Extend reach

The Perfume Shop User Journey
Consumer searches online for the website and researches the specific product and offer
Consumer has basic or no awareness of ‘The Perfume Shop’ brand
Consumer sees the ‘The Perfume Shop’ TV ad
Consumer purchases
Consumer searches online for the website and researches the specific product & offer
Consumer returns to ‘The Perfume Shop’ website and purchases
Consumer has basic or no awareness of ‘The Perfume Shop’ brand
Consumer sees the ‘The Perfume Shop’ TV ad
Consumer researches on competitor websites

Extend reach

Integrate Planning & Scheduling
Drives coherency for the consumer and a better return for the brand
TV
What medium?
When would the offline ads appear?
Where would the offline ads appear?

Integrate Planning & Scheduling
Drives coherency for the consumer and a better return for the brand
Paid Search
Define the keyword strategy
Target specific times and duration around the offline campaign schedule
Target specific audience geographic locations
Target specific demographics through adcopy and search engine

Extend reach

Translate and reinforce key messages to convert interest into sales
Convey the message
Mirror tone and phraseology
Match specific phrases from the offline ads
Use sitelinks and bespoke landing pages
Convey the sentiment
People buy because of how a product makes them feel
What does the voice over say and how?
What is the strapline?

Standard
Integrated

Extend reach

Extend the reach
Increase brand saliency and future customer acquisition.
Identify websites that share commonality with the offline ad audience
Google content network and social advertising
Define the keyword strategy
Target specific times and duration around the offline campaign schedule
Target specific audience geographic locations
Target specific demographics

Extend reach

Customer Journey optimisation
Analyse the consumer’s journey to improve ROI
Analyse the channel journey
attribute value
Optimise budget allocation
Optimise targeting
Analyse multichannel
Attribute value
Optimise budget allocation
Optimise focus

Channel Analysis
Time of TV ad
Impressions
Period of Focus

“Net Media Planet stand out from the crowd with exceptional integrated PPC strategy and results”
Results for the client: The Perfume Shop

It pays to think holistically
Joined up planning and clear objectives
Rigorous analysis delivers insight
Detailed approach produces results
Leverage relevant technology

Thank you
Do you have any questions?
Sri Sharma
Managing Director
E. sri@netmediaplanet.com
T. +44 (0) 203 008 8321
Twitter. @srisharma ; @netmediaplanet
www.netmediaplanet.com/blog

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Strategies for integrating paid search with offline activity to improve Return on Investment

by Net Media Planet on May 24, 2010

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Strategies for integrating paid search with offline activity to improve Return on Investment — Presentation Transcript