Tips&Tricks to better integrate Offline marketing efforts into      your Online strategy.      Laura         Sylvain      ...
1. Introduction                  2
2. Tips & Tricks Off>On campaign timeline    Pre-launch       Campaign   Measurement
2. Tips & Tricks # 1 – Use Online trends to lead Offline• Seasonnality analysis• Trends   - Keywords• Analytics KPI’s   - ...
2. Tips & Tricks # 2 – Use the power of controlled experiments• Test campaign to BetaGroup• Evaluate Impact before Campaig...
2. Tips & Tricks # 3 – Use standardized cross-plateform messages• Use consistent images/promotions/words accross medium• E...
2. Tips & Tricks # 4 – Use Clear Calls-to-Action• Make it clear• Make it relevant• Make it valuable      Reedem           ...
2. Tips & Tricks # 5 – Use Vanity URL’s• Easy to remember• Short & catchy                        Drinkitnow.com• Permanent...
2. Tips & Tricks # 6 – Use Unique Redeemable Coupons/Offer Codes • Unique promotion  typed on the website • Track visits ...
2. Tips & Tricks # 7 – Use QR Codes     Offline Situation      Mobile Phone     Online Situation     Pre-launch          C...
2. Tips & Tricks # 8 – Use Hashtags for Events/PromotionsMake a specific offline related campaign hashtag                 ...
2. Tips & Tricks # 9 – Use Online Surveys• What is your gender?• How old are you?• Where did you hear about us?      Pre-l...
2. Tips & Tricks # 10 – Correlate traffic patterns + Use Annotations Correlate website traffic with offline campaigns: • C...
3. Case Studies
3. Case Studies A. Mailing  C2A : « Visit our Website… » • No particular boost in Visits (+1% than average) • Avg. Visit D...
3. Case Studies B. Billboards  Branding  Direct Traffic  Supporting Effect (Mailing)                                + QR ...
3. Case Studies C. Radio  C2A: « Benefit from 20% off via online… »  Supporting Effect (Mailing)                          ...
3. Case Studies D. Press  C2A: « Win Online… »  Vanity URL: /motorblad                           +37%                     ...
3. Case Studies E. Television  Vanity URL: /download  C2A: « Download our free software… »                                ...
3. Case Studies     Cost Channel      Visits   Conversions   Conclusion     #1   TV            ++          ++        Conve...
4. Semetis 10 Golden Rules Off>On campaign timeline     Pre-launch       Campaign   Measurement
Thank you !              22
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Tips & Tricks to better integrate your offline and online marketing efforts

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Tips & Tricks to better integrate your offline and online marketing efforts. A Semetis methodology. Presentation @Semetis event of 23-Nov-12.

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Tips & Tricks to better integrate your offline and online marketing efforts

  1. 1. Tips&Tricks to better integrate Offline marketing efforts into your Online strategy. Laura Sylvain 1
  2. 2. 1. Introduction 2
  3. 3. 2. Tips & Tricks Off>On campaign timeline Pre-launch Campaign Measurement
  4. 4. 2. Tips & Tricks # 1 – Use Online trends to lead Offline• Seasonnality analysis• Trends - Keywords• Analytics KPI’s - Visits - Conversions Pre-launch Campaign Measurement
  5. 5. 2. Tips & Tricks # 2 – Use the power of controlled experiments• Test campaign to BetaGroup• Evaluate Impact before Campaign Correlate the data to your offline sources Pre-launch Campaign Measurement
  6. 6. 2. Tips & Tricks # 3 – Use standardized cross-plateform messages• Use consistent images/promotions/words accross medium• Eliminate silos• Create guidelines Pre-launch Campaign Measurement
  7. 7. 2. Tips & Tricks # 4 – Use Clear Calls-to-Action• Make it clear• Make it relevant• Make it valuable Reedem Buy Visit Sign Up Pre-launch Campaign Measurement
  8. 8. 2. Tips & Tricks # 5 – Use Vanity URL’s• Easy to remember• Short & catchy Drinkitnow.com• Permanent redirect (301) Pre-launch Campaign Measurement
  9. 9. 2. Tips & Tricks # 6 – Use Unique Redeemable Coupons/Offer Codes • Unique promotion  typed on the website • Track visits as external motivation • Use the same message • Use different codes according to the Channel Understand channel preference by media type Pre-launch Campaign Measurement
  10. 10. 2. Tips & Tricks # 7 – Use QR Codes Offline Situation Mobile Phone Online Situation Pre-launch Campaign Measurement
  11. 11. 2. Tips & Tricks # 8 – Use Hashtags for Events/PromotionsMake a specific offline related campaign hashtag #OffOn12 #BetaGroup #SU412 Monitor word-of-tweet Pre-launch Campaign Measurement
  12. 12. 2. Tips & Tricks # 9 – Use Online Surveys• What is your gender?• How old are you?• Where did you hear about us? Pre-launch Campaign Measurement
  13. 13. 2. Tips & Tricks # 10 – Correlate traffic patterns + Use Annotations Correlate website traffic with offline campaigns: • Create Analytics Annotations • Compare All Traffic Sources with Direct and Search Traffic Pre-launch Campaign Measurement
  14. 14. 3. Case Studies
  15. 15. 3. Case Studies A. Mailing C2A : « Visit our Website… » • No particular boost in Visits (+1% than average) • Avg. Visit Duration higher (+8% than average) • No particular boost in Conversions (-1% than average)
  16. 16. 3. Case Studies B. Billboards Branding  Direct Traffic Supporting Effect (Mailing) + QR Code +80% +11%
  17. 17. 3. Case Studies C. Radio C2A: « Benefit from 20% off via online… » Supporting Effect (Mailing) +45% +38%
  18. 18. 3. Case Studies D. Press C2A: « Win Online… » Vanity URL: /motorblad +37% +10%
  19. 19. 3. Case Studies E. Television Vanity URL: /download C2A: « Download our free software… » +73% +97%
  20. 20. 3. Case Studies Cost Channel Visits Conversions Conclusion #1 TV ++ ++ Converting+ #2 Press + + Converting #3 Radio + + Converting #4 Billboards ++ + Branding #5 Mailing = = Engaging
  21. 21. 4. Semetis 10 Golden Rules Off>On campaign timeline Pre-launch Campaign Measurement
  22. 22. Thank you ! 22

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