Va caso 2

1. Interstate Batteries
for
Integrated Advertising, Promotion, and Marketing
Communications, 6e
Clow & Baack
ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall

2. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Interstate
All Battery Centers
Please click on link for video about the case.

3. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Creative
Communication &
Events
Jane Koeneck VP CCE

4. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
• Increase brand awareness of All Battery Centers
• Drive traffic to Interstate All Battery Centers
• Create awareness of key brand messages
Media Objectives

5. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
• Use on-line display advertising to create awareness of stores and locations.
• Drive consumers to geo-specific landing page to find nearest All Battery Store.
• Target consumers demographically (ages 25-54) and geographically (zip codes).
• Utilize search retargeting to consumers actively looking for a battery solution.
– After Google search of terms such as “car battery” or “laptop battery”
– All Battery Center banner ad will appear on next visit to a site.
Media Strategies

6. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
• Campaign geo-targeted by stores’ zip codes
– Ads will appear only in trade areas of stores
• All stores will receive display advertising
Media Planning Parameters

7. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

8. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Landing Page
Creative
Ties to creative message
Store address & phone
Google Map/Directions
Email Opt In
Coupon/Call To Action

9. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Landing Page
Creative
Ties to creative message
Store address & phone
Google Map/Directions
Email Opt In
Coupon/Call To Action

10. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Landing Page
Creative
Ties to creative message
Store address & phone
Google Map/Directions
Email Opt In
Coupon/Call To Action

11. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Landing Page
Creative
Ties to creative message
Store address & phone
Google Map/Directions
Email Opt In
Coupon/Call To Action

12. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

13. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

14. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

15. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

16. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

17. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Landing Page
Creative

18. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

19. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Creative

20. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Landing Page
Creative

21. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Evaluation Online Metrics
• Number of clicks on ads
– Click-through average for industry – 0.07% to 0.11%
• Campaign goal is 0.09%
– Effective frequency for industry – 3X
• Frequency control for campaign will be terminated at 10 to start given
number of impressions and avoid wear-out
• Other “click activity”
– Enlarge map
– Submit information for e-mail
– Print coupon

22. ClowBaack – Integrated Campaigns in Action Copyright © 2013 Pearson Education, Inc. publishing as Prentice Hall
Geo-Targeted Online Media Plan
Evaluation Monitoring/Reporting
• Coupon redemption rate per store
– Industry average is 0.8%
• Changes at retail stores (Year ago, month ago)
– Sales
– Number of transactions
– Dollar value of transactions