Strategies for Integrating Paid Search: with Offline Activity to improve ROI<br />Sri Sharma, Managing Director, Net Media...
Over to Matt Walburn ...<br />
LETS START WITH SOME AUDIENCE PARTICIPATION….<br />WHICH RETAILERS SELL FRAGRANCE?<br />BOOTS  - 86%<br />SUPERDRUG – 55%<...
4<br />THE PERFUME SHOP<br /><ul><li>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! </li></li></ul><li>5<br />SO WHY INVEST IN MARKETING ...
IMMEDIATE SALES/FOOTFALL
 STORES
ONLINE
INTERNAL ENGAGEMENT</li></li></ul><li>INTEGRATED MARKETING ESSENTIAL: DEFINED BY THE COMPLEXITY OF CONSUMER’S LIVES<br />M...
TPS INTEGRATED MARKETING ACTIVITY <br />AND MAXIMISE SALES HERE?<br /> BRAND TV<br />(e.g. Service/Range/Expertise) <br />...
TAKE A LOOK AT OUR TV AD!<br />
Back to Sri Sharma ...<br />
Users move across channels before purchasing<br />Build on a theme and message<br />Different channels provide different m...
Search &  TVAdvertising<br />37% of people would see a TV advert and be prompted to go onto a search engine<br />Source: J...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Offline TV Campaign <br />Brand awareness creation around the X Factor<br />Audience fit  targeting Females 16-35<br />Pro...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Objectives<br />The Perfume Shop:<br />Increase no. of sales<br />Increase traffic to website<br />Hit monthly target CPA<...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
The Perfume Shop User Journey<br />Consumer searches online for the website and researches the specific product and offer ...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />TV<br />What...
Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />Paid Search<...
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Resonate through messaging<br />Translate and reinforce key messages to convert interest into sales<br />Convey the messag...
Standard<br />Integrated<br />
Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search g...
Extend the reach<br />Increase brand saliency and future customer acquisition.<br />Identify websites that share commonali...
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Strategies for integrating paid search with offline activity to improve Return on Investment

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Strategies for integrating online paid search marketing with offline television advertising to drive ROI.

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  • Lots of tv adverts for diff products (hugo boss, dkny…) shown at different times so lots of ppc campaigns optimised in diff ways (diff keywords, adcopy, targeting – geo and time and max bid strategy)
  • Lots of diff schedules:Ads showingthurs 10-noon , 6pm-830pm.Key questions:Keyword choices for new campaignsHow long bidding for? – durationWhat times?Max bid strategy?And this changes for each of the campaigns we want to runSo a lot happening, we’ve automated this with an offline/online scheduler product to our platform Mercury.
  • Targetwales or highlands with higher positions with free nationwide delivery as remote locations with no stores.
  • This ad was created specifically for around when their were tv ads for hugo boss. Lots of diff ad changes for diff campaign integration.Not in main area of ppc ad as many people typing in perfume shop may not have seen the ad.
  • An example on youtube as video publishing and viewing is increasing at an enormous rate as broadband speeds go up / cost goes down.Every minute 24hrs of video being uploaded to youtube.
  • Ingoogle this is how we can actually target those people.
  • When to push, how long, to what max bid strategyRecognised the right time to activate the specific campaign, increase bidding and to what extent and when to turn off this specific campaign.
  • Strategies for integrating paid search with offline activity to improve Return on Investment

    1. 1. Strategies for Integrating Paid Search: with Offline Activity to improve ROI<br />Sri Sharma, Managing Director, Net Media Planet<br />Matt Walburn, Marketing Director, The Perfume Shop<br />20th May 2010<br />
    2. 2. Over to Matt Walburn ...<br />
    3. 3. LETS START WITH SOME AUDIENCE PARTICIPATION….<br />WHICH RETAILERS SELL FRAGRANCE?<br />BOOTS - 86%<br />SUPERDRUG – 55%<br />DEBENHAMS – 53%<br />HOUSE OF FRASER – 35%<br />THE PERFUME SHOP – 30%<br />RANK MARKET SHARE IN <br />FRAGRANCE…<br />BOOTS – 31%<br />THE PERFUME SHOP– 24%<br />DEBENHAMS – 14%<br />SUPERDRUG – 5%<br />HOUSE OF FRASER – 4%<br />
    4. 4. 4<br />THE PERFUME SHOP<br /><ul><li>TPS founded 1992 (Our 18th birthday this year)
    5. 5. Acquired by A. S. Watson Group in 2005, biggest Health and Beauty retail group globally
    6. 6. 180 stores across UK & Ireland (inc E commerce site relaunched 2008)
    7. 7. Already UK’s largest ‘fragrance only’ retailer
    8. 8. Delivers amongst the highest sales/Ebit per Sqft across all UK retail sectors
    9. 9. Currently 2nd largest UK retailer of fragrance after Boots….for now! </li></li></ul><li>5<br />SO WHY INVEST IN MARKETING A RETAIL BRAND?<br /><ul><li>GROW BRAND AWARENESS
    10. 10. IMMEDIATE SALES/FOOTFALL
    11. 11. STORES
    12. 12. ONLINE
    13. 13. INTERNAL ENGAGEMENT</li></li></ul><li>INTEGRATED MARKETING ESSENTIAL: DEFINED BY THE COMPLEXITY OF CONSUMER’S LIVES<br />Message reinforcement, multi channel usage, different channels suit different messages<br />Stretch 2010+<br />QUALITY & ASPIRATION<br />Brand <br />Driving <br />Activity<br />Brand <br />& <br />Volume <br />Driving <br />Activity <br />Volume <br />Driving <br />Activity <br />PRICE & PROMOTION<br />2008<br />2007<br />2009<br />2010<br />
    14. 14. TPS INTEGRATED MARKETING ACTIVITY <br />AND MAXIMISE SALES HERE?<br /> BRAND TV<br />(e.g. Service/Range/Expertise) <br />INSTORE MEDIA PACKAGES<br />Brand <br />Driving <br />Activity<br />TV SPONSORSHIP<br />HOW DO WE ADVERTISE HERE?<br /> QUALITY COLOUR PRESS <br />BROCHURES<br />theperfumeshop.com<br />Encompass spectrum of messages from promotional to quality<br /> CUSTOMER MAGAZINE<br />CRM<br />Encompass spectrum of messages from promotional to quality<br />(Contact made with customers via emails, magazine, vouchers, loyalty reward, brochures)<br />PR<br />Brand <br />& <br />Volume <br />Driving <br />Activity <br /> PROMOTIONAL TV <br />RADIO<br />PROMOTIONAL PRESS<br />Volume <br />Driving <br />Activity <br />PROMO LEAFLET<br />TPS POS<br />2013<br />OVER TO SRI….. <br />
    15. 15. TAKE A LOOK AT OUR TV AD!<br />
    16. 16. Back to Sri Sharma ...<br />
    17. 17. Users move across channels before purchasing<br />Build on a theme and message<br />Different channels provide different marketing benefits<br />Why Integration is so important <br />Drive increased brand awareness, traffic and promotes buying<br />
    18. 18. Search & TVAdvertising<br />37% of people would see a TV advert and be prompted to go onto a search engine<br />Source: Jupiter Research<br />
    19. 19. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
    20. 20. Offline TV Campaign <br />Brand awareness creation around the X Factor<br />Audience fit targeting Females 16-35<br />Promote The Perfume Shop brand in conjunction with leading perfume brands<br />Highly specific product targeting and offer driven<br />
    21. 21. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
    22. 22. Objectives<br />The Perfume Shop:<br />Increase no. of sales<br />Increase traffic to website<br />Hit monthly target CPA<br />
    23. 23. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
    24. 24. The Perfume Shop User Journey<br />Consumer searches online for the website and researches the specific product and offer <br />Consumer has basic or no awareness of ‘The Perfume Shop’ brand<br />Consumer sees the ‘The Perfume Shop’ TV ad<br />Consumer purchases<br />Consumer searches online for the website and researches the specific product & offer <br />Consumer returns to ‘The Perfume Shop’ website and purchases<br />Consumer has basic or no awareness of ‘The Perfume Shop’ brand<br />Consumer sees the ‘The Perfume Shop’ TV ad <br />Consumer researches on competitor websites <br />
    25. 25. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
    26. 26. Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />TV<br />What medium?<br />When would the offline ads appear?<br />Where would the offline ads appear?<br />
    27. 27. Integrate Planning & Scheduling<br />Drives coherency for the consumer and a better return for the brand<br />Paid Search<br />Define the keyword strategy<br />Target specific times and duration around the offline campaign schedule<br />Target specific audience geographic locations<br />Target specific demographics through adcopy and search engine<br />
    28. 28.
    29. 29.
    30. 30. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
    31. 31. Resonate through messaging<br />Translate and reinforce key messages to convert interest into sales<br />Convey the message<br />Mirror tone and phraseology<br />Match specific phrases from the offline ads<br />Use sitelinks and bespoke landing pages<br />Convey the sentiment<br />People buy because of how a product makes them feel<br />What does the voice over say and how?<br />What is the strapline?<br />
    32. 32. Standard<br />Integrated<br />
    33. 33.
    34. 34. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
    35. 35. Extend the reach<br />Increase brand saliency and future customer acquisition.<br />Identify websites that share commonality with the offline ad audience<br />Google content network and social advertising<br />Define the keyword strategy<br />Target specific times and duration around the offline campaign schedule<br />Target specific audience geographic locations<br />Target specific demographics<br />
    36. 36.
    37. 37.
    38. 38. Approach to Integrated Marketing<br />Understand the offline marketing campaign & objectives<br />Set online Paid Search goals and objectives<br />Model the user journey<br />Integrate planning and scheduling<br />Resonate through messaging<br />Extend reach<br />Multi-channel analysis<br />
    39. 39. Customer Journey optimisation<br />Analyse the consumer’s journey to improve ROI<br />Analyse the channel journey<br />attribute value <br />Optimise budget allocation<br />Optimise targeting<br />Analyse multichannel<br />Attribute value<br />Optimise budget allocation<br />Optimise focus<br />
    40. 40. Channel Analysis<br />Time of TV ad<br />Impressions<br />Period of Focus<br />
    41. 41. “Net Media Planet stand out from the crowd with exceptional integrated PPC strategy and results”<br />Results for the client: The Perfume Shop<br />
    42. 42. It pays to think holistically<br />Joined up planning and clear objectives<br />Rigorous analysis delivers insight<br />Detailed approach produces results<br />Leverage relevant technology<br />
    43. 43. Thank you<br />Do you have any questions?<br />Sri Sharma<br />Managing Director<br />E. sri@netmediaplanet.com<br />T. +44 (0) 203 008 8321<br />Twitter. @srisharma ; @netmediaplanet<br />www.netmediaplanet.com/blog<br />

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