ComfortLife Marketing Academy: Online Advertising

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Marketing and online advertising tips for schools and summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on …

Marketing and online advertising tips for schools and summer camps, with a specific angle of connecting with middle to upper income families. Learn about advertising online, in directories, bidding on google keywords and advertising via social media.

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  • Welcome to the Our Kids’ Marketing Academy. Today’s webinar we’ll be discussing advertising, the changes we’ve seen over the years, and specifically how it relates to promoting summer camps and programs.Daniel Starch an American psychologist and marketing researcher in the early 20th century defined advertising as this… "The simplest definition of advertising, is that advertising is selling in print.” Well wouldn’t he be surprised if he were alive today. Today, advertising is all around us in product placements, advertorials, social recommendations, mobile ads, all in addition to the traditional print media we began with.My name is Agnes Stawicki, and I’m managing editor special projects with Our Kids Media. I thank you for joining us today for the Our Kids Marketing Academy webinar. The Marketing Academy is meant to provide you with: tips, tools, insights and recommendations to help you navigate this new marketing world. You’ll be able to walk away with ideas you can implement right away. For those that may be attending their first webinar, you’ll notice your dashboard to the right has an area where you can ask questions, so at any point, please feel free to jump in with questions. You can also join us on twitter @mktgacademy or follow the hashtag: #mktgacademy.Let’s get started!(click)
  • In today’s webinar – Advertising, we’ll look at trends, and discuss: How advertising has changed over the years and what advertising options are available todayWe’ll then delve deeper into each of the main advertising segments of print, online, social media and mobile, and identify some ways to review your current campaigns so that you can improve your Return on investmentWe’ll have a question and answer section at the end, however if you have questions throughout the session, please type them into the box on the right. We have a great team here on the webinar and on twitter at @mktgacademy ready to answer them.(click)
  • When we speak of advertising, we often interchange the terms advertising, marketing… branding., each of these are unique and each should have their own strategy. For those that attended our Marketing Trends webinar, we provided an overview in that session. We do have a recording available at ourkidsmedia.com/marketing for those that may have missed it.Advertising specifically, is a sliver of your marketing strategy and campaign. Typically the paid portion. It's the part that involves getting the word out concerning your business, product, or the services you are offering. Advertising includes the placement of an ad in such mediums as newspapers, direct mail, billboards, television, radio, and of course the Internet.In short – it’s the paid announcement or communications of your marketing message to your target audience, that drives consumers to take an action. Before we delve into advertising, let’s just look at how advertising fits in with the rest of your marketing strategy.
  • DIGITALThe market is strongly influenced by the younger generations (Generation Y and the upcoming Generation Z) that are changing standardhabits. They are born digital, with a digital brain. They are creating a new language via technology.They are in search of new experiences, and they want to take action. They are not as passive as the previous generations. They don’t want to look or see, they want to share and engage.As an effect of this digital drive another trend is the need for data..DATAOne of the biggest trends in the online advertising industry is an increased focus on data and analysis. With the ability to capture information, about what your audiences is doing online and how they’re responding to your ads.  At the same time, it’s not always easy to navigate with massive amounts of data, so, in order to be meaningful, that data needs to be combined with insights so you understand how to activate on the findings.EXPERIENCEWhat has really evolved over the the past 12 months, is the way people engage with brands. The channels in which we communicate with each other have multiplied lightningspeeds. We’re connecting across nearly infinite platforms and in unexpected ways, and expect brands (or schools we’re researching) to do the same.Advertising has always been a tricky task to do. You know half of it works, but you don’t know which half. And now more than ever, we are bombarded with advertising messages in every format. Online ads, keyword ads, banner ads, event posting, paid articles, product placements…. The line between “content” and advertising are being blurred, and it’s harder than ever to grab someone’s attention. So what will make your advertising message stand out?
  • As the need for information increases, and the consumers are more comfortable than ever in the online and digital space, online advertising, the act of sharing your advertising message on the world Wide web is a must. When it was once professional to simply just have a website, consumers are now looking for information about you beyond your website. They are looking for a digital footprint that shows you are trustworthy, credible and the best choice for their family.
  • Now online advertising can take many forms as you see in this pie chart. But before you even start driving visitors to your website, make sure your website is up and functional. Now, I’m not saying that you need to take you site down, rewrite and design the entire thing. But have a look to check if You have a way to capture leads (a call to action. call us, email us…)Your message is consistent to your advertising message (imagry and/or wording)For example if you’re advertising an open house, is it easily found on the webpage you’ll be directing people to?Which of these elements you choose to work with will depend on your goals and budget, Some are paid, some are free, but all will work together and your goal should be to deliver not just numbers, but qualified leads to your website and admissions team. CHECK FOR QUESTIONS. Now we’ll review a few of these in more detail to understand what benefits they have, and how to be most successful with generating the results you’re looking for. Again, if you have any questions, simply type them into your GoToWebinar Control Panel and we’ll do our best to answer them.
  • Directory listings come in many different formats. Our Kids is a form of a very focused paid directory site, but there are also many free or more generic options. Other than the direct leads that directory websites generate for you around the clock, well ranked directory websites can have a very strong impact on your websites organic search ranking in google yahoo or bing. I’ll refer most of the time to google because google is king and the leading search engine used by 80% of all online users. When rankign a website, google looks at how many other websites talk about that particular site. And then it looks at the strength of that particular referring website, in association with the content. So if a highly ranked car website is linking to your school website, it will give it less value than if a highly ranked education website is linking to you. Another very strong value that trusted directory websites have is the ability to increase your online footprint. Because of the accessibility to information, consumers no longer only look at the brand’s website. They want to see beyond that. So when someone hears about you, and then Google searches your school name, if your website is the only search result that comes up, it provides a bit of an uneasy feeling. But if I see you posted on a number of trusted sources, it brings legitimacy to you. It provides me with confidence.And of course, just like the goal at OUR KIDS is to deliver qualified leads to our member schools, good directory websites should do that for you with options for families to connect via phone, email or your website.
  • Directory listings come in many different formats. Our Kids is a form of a very focused paid directory site, but there are also many free or more generic options. Other than the direct leads that directory websites generate for you around the clock, well ranked directory websites can have a very strong impact on your websites organic search ranking in google yahoo or bing. I’ll refer most of the time to google because google is king and the leading search engine used by 80% of all online users. When rankign a website, google looks at how many other websites talk about that particular site. And then it looks at the strength of that particular referring website, in association with the content. So if a highly ranked car website is linking to your school website, it will give it less value than if a highly ranked education website is linking to you. Another very strong value that trusted directory websites have is the ability to increase your online footprint. Because of the accessibility to information, consumers no longer only look at the brand’s website. They want to see beyond that. So when someone hears about you, and then Google searches your school name, if your website is the only search result that comes up, it provides a bit of an uneasy feeling. But if I see you posted on a number of trusted sources, it brings legitimacy to you. It provides me with confidence.And of course, just like the goal at OUR KIDS is to deliver qualified leads to our member schools, good directory websites should do that for you with options for families to connect via phone, email or your website.
  • Directory listings are great, because they give you the ability to really expand on who and what you are. And in our situation, are the core of our resrouce tools.Similar to a google search, when families are on our websites, the listings are the ‘organic’ search results. The have come to trust the resource, and members. But banner ads are great to raise more awareness.:Specifically around peak time periods of registration, or for an upcoming event you’re hosting.Around targeted content and passion points (a particular program type for example)Or around a specific geographical area.Because they are one click away from your designated landing page, they are great at motivating action.
  • Advertorials are essentially stories about you. They give you the ability to share more details
  • Example –road trip article by Ford Explorer. But it’s nota all about “we’re so great” This is why wer are so great. It needs to reach in and connect with the passion that families and campers feel. They want their kids to be strong leaders, and you just happen to do that. It’s about how the experience they gained changed them, not about the experience alone.
  • Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
  • Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
  • Ultimalty – in PPC, you want to focus on conversions, not clicks. You are paying for each one, so
  • Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
  • Google Adwords advertising – you can spend tons of money on this… but it can be very effective if done right.
  • POLL Have you done advertising via any of these social networks:Which of the following social media networks do you use? (POLL)FacebookTwitterPinterestYouTubeGoogle +(click)
  • School Expo Ads this year – Facebok was more effective at conversions than Google for generating actual registrations… People come to trust youSimilar to search advertising, you can spend a lot of money here, with very little return. Yonger users (students) are more willing to click on ads, (you get charged) but not do any futher actions. Targeted the moms/dads will give you fewer clicks, but greater conversions.Similar to keyword search results – you can limit your daily spend on the ads.
  • School Expo Ads this year – Facebok was more effective at conversions than Google for generating actual registrations… People come to trust youSimilar to search advertising, you can spend a lot of money here, with very little return. Yonger users (students) are more willing to click on ads, (you get charged) but not do any futher actions. Targeted the moms/dads will give you fewer clicks, but greater conversions.Similar to keyword search results – you can limit your daily spend on the ads.
  • We are launching the first phase of our Promoted Tweets platform with a handful of innovative advertising partners that include Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America—with more to come. Promoted Tweets are ordinary Tweets that businesses and organizations want to highlight to a wider group of users.Partner with influencersSocial media webinar
  • VIDEO ADSIntegrate with youryoutube video pageVideo ads will appear in standard 300x250 ad units across the LinkedIn site and will compete for impressions similar to how traditional text and image ad formats do. When a LinkedIn member is engaged and clicks your video ad, the video will take over the entire 300x250 ad unit and play a 30 second video. After the video completes, users will still be able to click through to your landing page or visit your website, just like with current ads.
  • What’s really interesteding face is that Conversions typically increase when they are keptin within the networkecause they made a decision to stay in that space for now
  • Directory listings come in many different formats. Our Kids is a form of a very focused paid directory site, but there are also many free or more generic options. Other than the direct leads that directory websites generate for you around the clock, well ranked directory websites can have a very strong impact on your websites organic search ranking in google yahoo or bing. I’ll refer most of the time to google because google is king and the leading search engine used by 80% of all online users. When rankign a website, google looks at how many other websites talk about that particular site. And then it looks at the strength of that particular referring website, in association with the content. So if a highly ranked car website is linking to your school website, it will give it less value than if a highly ranked education website is linking to you. Another very strong value that trusted directory websites have is the ability to increase your online footprint. Because of the accessibility to information, consumers no longer only look at the brand’s website. They want to see beyond that. So when someone hears about you, and then Google searches your school name, if your website is the only search result that comes up, it provides a bit of an uneasy feeling. But if I see you posted on a number of trusted sources, it brings legitimacy to you. It provides me with confidence.And of course, just like the goal at OUR KIDS is to deliver qualified leads to our member schools, good directory websites should do that for you with options for families to connect via phone, email or your website.
  • In the end, it is the website that is the hub for all activity and the place where your brand is described as you want it, and the audience’s path is shaped to help you achieve your goals.(click)
  • Commonly referred to as the traditional, dying, not effective… advertising in print is harder to track and therefore more difficult to know if it’s really working. We’re all familiar with the phrase, ½ of my advertising works, I just don’t know which half… well in the past that has been true, but with new analytics programs and creative tracking methods, our experiences show that print is a very effective advertising medium, when done right.Poll – Where do you invest your dollarsclick
  • The Pew Research Centre puts together a report on the State of News Media, released earlier March 2012. And the numbers are clear that people are starting to move their marketing budgets around. These numbers here are specific to Newspaper advertising revenues. But it’s really no wonder. If you have a budget where nearly 100% of it was invested in print, and now you have to use that same budget and invest in five different media channels, it’s obvious that your distribution will shift.Just because digital channels are on the rise, it does not mean that print advertising is dead. It’s true that people trust traditional marketing, and also true that traditional advertising gives comfort to many of our audience members… In particular, parents are looking for legitimacy in any product or service they are purchasing for their children. Advertising is important!As more businesses & brands move their marketing efforts online, the traditional advertising space becomes more and more uncluttered. This is good news as you want to be seen & heard by your audience.What’s we’ve seen at OUR KIDS, is an actually rise in the number of families requesting a print copy of our magazines. Not because that’s how they originally found us, but because they searched on google or connected via facebook, found our website, downloaded our digital edition, and now want a print one for more comfortable reading and researching. So it’s the result of a branded and integrated advertising campaign across many channels. SOURCE:Pew Research Centre’s State of the News Media report, March 19, 2012http://www.poynter.org/latest-news/business-news/the-biz-blog/166575/6-trends-for-newspapers-in-2012/
  • Just before we finish off. I want to leave you with the importance of multi-channel or integrated advertising.What you see here is the proof that visitors do not connect or convert with you from only one channel. They all work together, as a user passes a number of touchpoints that all ultimately leads to your end goal (a phone call, email or registration). What you see in the large green circle is the number of people that ‘convereted’ on our website using an organic search. … continue.Gone are the days with one singular marketing strategy for each channel. Multi-channel strategies seem to be the only option; with desktop, tablet and mobile strategies becoming key focus areas for most business. There is, and always will be, a time for direct mail and trade shows and they should still form a significant part of your multi-channel marketing strategy, but there needs to be more than just traditional at play. At the same time however, the growth, reach, scalability, cost-effectiveness and adoption of digital/social media is one that simply cannot be ignored.(click)
  • So how can you do print advertising well?Print advertisingworks best when you focus only on one or two things. You may have a variety of programs but pick one or two items that are good sellers and have a solid appeal to your target audience for your advertising message. So often we clutter ads. You can’t be the Best at 10 things… so focus on what you are the best at. Next ask yourself, "What am I selling"? It's rarely the product or service. You are selling a benefit, something that registers at the emotional level. If you are selling an enrollment, for example, you're selling the opportunity, success, growth and experience.If you are selling cosmetics, you're selling beauty.The most successful ads use words that relate to the customer. Use You and Yours and never put the focus on Me, Mine, Our, My or We. Create several emotional words associated with the product - fun, safe, stimulating, creative, advanced - and use at least one of them in the ad.Consider the frame of mind the reader will be in. For example, an advertisement in the OUR KIDS school guide will make it pretty clear that you are an independent school. That is not something that you need to emphasis in your ad message. However an ad in a local paper, or general parenting magazine may require that you clearly identify who and what you are, because they are not thinking “SCHOOL” right at that moment.At Our Kids, we ourselves invest a significant portion of our advertising dollars into print advertising, and we see the results. When we host our School Expo’s every fall, and our Camp Expo in February every year, our advertising campaign includes print, online, radio, digital, social, partnerships, email and direct mail. It is truly integrated. And what always happens when review what is actually generating our registrations, that’s what is driving people to come to our website and sign up for the event, is online searches for the term “our kids expo” or “private school expo”. Meaning that those people searching the web for the that key phrase, heard about it somewhere. Somewhere offline. Print ads in target magazines, local papers,…Remember that stat we saw earlier, that 67% of online searches are driven by offline activity. That is why print advertising is still so important.And that is why, as a company, Our Kids continues to offer member schools an integrated marketing package that includes print, online, mobile, digital and expo advertising, plus editorial, social media blogging platforms to intensify your marketing mix and truly connect with the right audience.Digimarc – digital watermarksNFC Chips – Android phones and Galaxy S - lexus GS 2013, chip launches app automatically.
  • As we wrap up our Our Kids Marketing Academy webinar, we will always give you soundbites you can share, and apply immediately, in just 140 characters so they’re easy to remember, and tweet!(click)
  • It was great hosting you today, and I hope you can join us for our future sessions! Please visit www.ourkidsmedia.com/marketing and be sure to sign for our upcoming webinars, sessions and events.The program has been developed to meet your needs, so please let us know if you enjoyed the session, and what other topics or resources we can provide to help you better do your job.And if you’d like to learn about becoming an Our Kids Member school, to benefit from the integrated advertising package chosen by nearly 300 schools, please call, email, tweet or facebook message us today!
  • Welcome to the Our Kids’ Marketing Academy. Today’s webinar we’ll be discussing advertising, the changes we’ve seen over the years, and specifically how it relates to promoting summer camps and programs.Daniel Starch an American psychologist and marketing researcher in the early 20th century defined advertising as this… "The simplest definition of advertising, is that advertising is selling in print.” Well wouldn’t he be surprised if he were alive today. Today, advertising is all around us in product placements, advertorials, social recommendations, mobile ads, all in addition to the traditional print media we began with.My name is Agnes Stawicki, and I’m managing editor special projects with Our Kids Media. I thank you for joining us today for the Our Kids Marketing Academy webinar. The Marketing Academy is meant to provide you with: tips, tools, insights and recommendations to help you navigate this new marketing world. You’ll be able to walk away with ideas you can implement right away. For those that may be attending their first webinar, you’ll notice your dashboard to the right has an area where you can ask questions, so at any point, please feel free to jump in with questions. You can also join us on twitter @mktgacademy or follow the hashtag: #mktgacademy.Let’s get started!(click)

Transcript

  • 1. Online AdvertisingMay 2013Agnes Stawicki#MktgAcademy @MktgAcademy
  • 2. Content Advertising Trends Online Advertising Options Your website Directories Display Advertising Advertorials Search Advertising Social Media Integrating Campaigns Summary
  • 3. Advertising TrendsA changing landscape
  • 4. Trends in advertising Digital shift:The influence of Gen Y and Gen X Access to data:Insight based decisions Focus on experience:Engaging not broadcastingGo where youraudience is
  • 5. Online AdvertisingThe home of your marketing message
  • 6.  FIRST THINGS FIRST:Before youstart, make sure yourwebsite is functionaland professional.
  • 7. Your website Your digital home Centre of all your marketingefforts Before you start advertising: Working website Contact information Easy to find program info Call to action Search engine friendly
  • 8. Directory profiles Put you in front of targetedeyeballs Increase your onlinefootprint Provide legitimacy Work for you 24/7 Generate quality leads Backlinks to your websiteimprove your organic SEOBenefits
  • 9.  How many visitors (new vs returning)? How do visitors use the directory? How will I be found in search results? What modules are included (events, photos, videos)and are there any extra costs? Do you offer tracking so I know how I’m doing? How often can I change the content? Is help available?Directory profilesBuying Tips
  • 10.  Increase your brandawareness Keeps you top of mind Encourages action Provides ability to promotearound timeframes and/orprograms (Open House)Display AdvertisingBenefits
  • 11.  Typically sold on a CPM (cost per thousand impressions). If sold on a monthly basis, ask how many impressions you areguaranteed per month and compare that CPM. Decrease your spend by targeting content pages and/orusers by geographical area (IP address). Determine your targeted CPM rate (audience quality). Consider the ad size and page location (top, side, bottom). Consider pageviews/visitor when buying impressions.Buying TipsDisplay Advertising
  • 12.  Improve your organic SEO Engage with your audience Increase your onlinefootprint Share your brand story Ignite emotion in readers Motivate actionAdvertorialsBenefits Sunrise Seniors LivingMen’s Club
  • 13. AdvertorialsBuying Tips Typically sold on a per article basis Determine how long the article will stay online Ask about how many promotional views, and totalviews you can expect Consider your target audience and compare targetedCPM rates Include a ‘follow’ backlink to your website (for SEO)
  • 14.  Target your most importantkeywords Supplement keywords youdo not rank well for Drive new website visitors Control your messaging Give families searching foryou an easy clickSearch advertisingBenefits
  • 15. Search advertisingBuying Tips Typically sold on a CPC (cost per click). Decrease your spend by targeting keywords andgeographical locations (IP address). Add negative keywords so ads are not displayed to the wrongaudience. (ex: jobs, photos, stats). Focus on quality over quantity of clicks. Rule: Your paid search bounce rate should be lower than yourorganic search bounce rate.
  • 16. Search advertisingBuying TipsWhat’s a click worth? Quality vs. quantity
  • 17.  Follow your website visitors Remind users to come back Stay top of mind Strengthen your brandRemarketingBenefits
  • 18. RemarketingBuying Tips Typically sold on a CPC (cost per click). Decrease your spend by targeting content websites andgeographical locations (IP address). Focus on quality over quantity of clicks. Manage your websitelists and narrow based on those that produce results. Tag your website. Set a remarketing duration. Exclude your IPaddress. Set frequency caps.You need a minimum of100 unique visitors per list
  • 19. Social mediaOnline platforms that allow people to freelyconnect to each other & to brands
  • 20. Facebook An engaged audience Ad Options: Sponsored stories or Promoted Posts Facebook Page ads Facebook Event ads External Website ads Target by: Fans and friends of fans Geographical location Age Interests, hobbies, keywords…Benefits
  • 21. Facebook
  • 22. Twitter People are influenced by people like them andby experts Provides a social recommendation Coming soon: Promoted tweets in search and timelines Promoted trends and hashtags Featured accounts to increase followers Geographical location targetsBenefits
  • 23. LinkedIn Professional network of target parents Typically more expensive than Facebook andGoogle AdWords Allow for video ads Target by: Geographical location Business position Experience, associations, groups…Benefits
  • 24. Social Ads Build a social voice first Keep people within the network Test out various ad copy and photo use Stop or modify campaigns if they are not performing Invest in the networks that generate results for you Make it easy for people to shareHow to
  • 25. OverviewType FunctionYour website Digital home for your businessDirectories Target audience, generate leads, good for SEODisplay Branding, awareness, focus based campaignsAdvertorials Soft sell, provide legitimacy, good for SEOSearch Target audience, quick trafficSocial Social word of mouth referral, 2-way communication
  • 26. OnlineOfflineWebsite
  • 27. Integrated MarketingYou can’t only be online
  • 28. Money shifts Print advertising losses outweighed digital adgains by 8 to 1 in the first three quarters of 2011 Google’s revenues were $4 billion greater thanthose of the entire newspaper industry in 2011YET: 67% of online searches are driven by offlinecontent. People search for what they know.
  • 29. Multi-channel advertising
  • 30. Print Online IntegrationTrackingPromotion code Easy tracking toolQR Code Quick response for mobileAugmented reality Enhanced realityDigimark Digital watermarkNFC Chip Android, Samsung phonesLanding page Webpage optimized for conversions
  • 31. The 140#mktgacademy
  • 32. Campaign Checklist1. Website: If someone hears about you and searchesfor you, what comes up?2. Inquiries: Does your team know about the newprogram/promotion?3. Advertising: Who is my target audience and whereare they (online)? How can I get my message infront of them?4. Flow: Is my branding and message consistent? Is iteasy?
  • 33. 5 Tips to Online Advertising1. Review your website: Is it working properly. Is it easy forvisitors to connect with me? How quickly do werespond?2. Make the most of your current ads: Add information todirectories. Work with partners. Check your landingpages.3. Analyze and test your ads: Set up ad variations and trackconversions so you know what’s working.4. Review your advertising campaign: Is it consistent? Doesyour brand & voice come through? Does it have an easyflow?5. Target: Are you where your audience is? Reviewtargeted CPM rates for each of your advertising partners.It is about increasing quality leads.
  • 34. Online AdvertisingMay 2013 @MktgAcademy