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Lovemark Presentation

  1. 1. URBAN STYLE
  2. 3. ISOLATING THE PROBLEM <ul><li>Company: Urban Style </li></ul><ul><li>Size: 8 locations: AZ, UT, and CA </li></ul><ul><li>Buyer: 25-45 Young Urban Professionals </li></ul><ul><li>Product: Imported Italian furniture </li></ul><ul><li>Problem: Dropping Sales, Decline in Foot Traffic in Stores </li></ul>
  3. 4. Asking the Right Questions Gets you the right answers <ul><li>What does Urban Styles want to achieve? </li></ul><ul><li>How can Urban Styles achieve this? </li></ul><ul><li>Where, when, and in what manner can all these goals be met? </li></ul><ul><li>What is a useful way of tracking success? </li></ul>
  4. 5. APPROACH IS INTEGRAL TO STRATEGY BRANDING IS BEFORE PACKAGING AS PACKAGING IS BEFORE DISTRIBUTION “ Can you imagine what I would do if I could do all I can?” The Great Sun Tzu
  5. 6. MASLOW’S HIERARCHY OF NEEDS 1943 A THEORY OF HUMAN MOTIVATION
  6. 7. VIRAL TIMES CALL FOR VIRAL MEASURES <ul><li>25% WORLD USES INTERNET </li></ul><ul><li>Online advertising by the World’s four largest Web advertising companies (Google, Yahoo, Microsoft, and AOL), ramped up to 10.2% in Fourth Quarter to $9 billion </li></ul><ul><li>Online advertising is no longer just an option today, it is a requirement for any business, small, medium, large, local, global, viral. </li></ul>
  7. 8. THE QUESTION IS NOT IF NOR WHEN BUT HOW. HOW? Reasons Behind Unsuccessful Online Marketing Strategies; 90% of Webmaster attempts at Online, Affiliate, and Social Marketing FAIL HOW? Poorly chosen channels. Poorly chosen content, usually: bad, unsustainable, or uninteresting. Poor direction. Most Online Marketers forget their target audience. Most Online Marketers forget about Search (SMOSEO). FEW MARKETERS REMEMBER THE IMPORTANCE OF BRANDING WHICH HAS STOOD THE TEST OF TIME
  8. 9. What does a 15 secs attention span get you? <ul><li>French company Alenty clocked the average time spent on online ad and media sites to be 8 to 15 seconds </li></ul><ul><li>In the Wide World that is the World Wide Web, how do you catch any web reader’s attention so quickly? </li></ul><ul><li>The Foundation to any durable solution to this problem: </li></ul>Branding Or better, NOT branding
  9. 10. NOT BRANDING: A STRATEGIC APPROACH
  10. 11. THE LOVEMARK TRINITY Kevin Robert’s idea won $430 Billion Advertising Account for JCPenney <ul><li>In 2010, traditional sex as we know it no longer sells on its own. Sex is no longer a taboo. It is hardly one on the Internet. It is everywhere all over the Internet. Belonging, romance, attachment, stability, security, these are the new absurdities, fantasies, and fetishes of our time. </li></ul><ul><li>“ New Money” wants: </li></ul><ul><li>Class </li></ul><ul><li>Establishment </li></ul><ul><li>Attachment </li></ul><ul><li>Heritage </li></ul><ul><li>Sense of entitlement </li></ul>
  11. 12. URBAN STYLES AS A LOVEMARK <ul><li>Urban Style is not in the business of selling furniture. It is selling a concept. </li></ul><ul><li>Urban Style is selling a passionate dream for many within the new young professional urban middle class within reach of their sights, smells, and touch. </li></ul>Associated words, themes with furniture. The following come to my mind immediately: settlement , home, gathering, meal, being still, rest, peace, family, security, sharing, togetherness, comfort .
  12. 13. A picture speaks 1,000 words but when placed with purpose, those words are heard. <ul><li>Creating a personal buying experience must begin with the branding, or non-branding, of the product. The advertisement on a Webpage or Paper Magazine spread is not simply peek at Urban Style’s furniture catalogue. It is also a peek of what can be for our demographic. Never underestimate the power of human loneliness. Those who flock to online buying and all adults of all ages of our decade suffer from a sense of loneliness at best detachment at worst. </li></ul>
  13. 16. VIRAL STRATEGIES
  14. 17. WEBPAGE A webpage is without question essential in online marketing. Universal McCann Wave 3 report: 346 million blogs, 307 million visit friend’s social networking sites, 160 million subscribe to RSS feeds. Successful commercial webpages employ engaging narrative images, interactive videos, games, utllizes blogs, websites, Twitter, Facebook. A webpage is the modern business card . Forgetting about SEARCH is the main cause of online marketing failures.
  15. 18. 4 STEPS TO SEO Search Engine Optimization (SEO) is a marketing technique to increase the flow of traffic to a website for free. This is different from Search Engine Marketing (SEM).
  16. 19. STEP 1 SEO TARGET MARKET BIZ ANALYSIS: Consider how search engines work and what people search for Base website analysis around meta sets/keywords, visible text, code to determine how well positioned your webiste is for search engines, employ competitive analysis, examine content of keywords to present engine rankings, competitive web sites to determine an effective engine positioning strategy, utilize Google universal search, attempt to unite all search results (web, video, news) on a single platform Video Advertising Basic Stats 32% check out company’s website 22% check out banner ad that accompanied video 16% talked to friends and family about it 15% went to store to check out product 13% requested info on product 12% made a purchase 9% forwarded info to friends, family
  17. 20. Step 2 Keyword Research and Development Keyword analysis, compare competitors’s Websites for clues, prioritize keywords, take into Account misspellings, baseline raining Assessment, understand where you are in order to assess future rankings, assess goals and Objectives Keyword tools: range from 2 to 5 words, search phrases, keyword phrases, queryphrases, relevant to site’s goal, theme, and subjet matter
  18. 21. Step 3 Content Optimization and Submission Create page titles Meta tags, place strategic search phrases on page, integrate selected keywords into your web site source code and existing content on designated page, develop new sitemaps for Google and Yahoo!, make it easier for search engines to index site, submit website to directories
  19. 23. Step 4 Test and Measure Analyze the programs implemented to achieve success, maintenance with ongoing modification of keywords Webhosting: Immotion.com Ipage.com Justhost.com
  20. 24. Webpage Average Cost Guide AVG HOURLY RATES Student/Offshore: $15-30/hr Freelancer/Company: $25-75/hr Expert Consultant: $50-250 Professional Firm: $75-200
  21. 25. BUSINESS BLOGS
  22. 26. WHAT IS A BLOG <ul><li>A website usually maintained by groups that offers commentary and ideas for a broader audience. </li></ul>
  23. 27. RSS Feed <ul><li>Real Simple Syndication allows readers to get updated content via websites such as Google Reader and allows news and blog content to be sent directly to a user’s email. </li></ul>
  24. 28. Tyson Example <ul><li>Launched food hunger relief blog </li></ul><ul><li>One of the first blogs to bring people together with a passion for hunger relief </li></ul><ul><li>Was authentic and highlighted companies working to solve hunger </li></ul><ul><li>Launched food donation program </li></ul><ul><li>Translated to improved brand recognition which led to more sales </li></ul>
  25. 29. SOCIAL BOOK MARKS, SOCIAL NEWS <ul><li>Sites such as digg and delicious.com turn the consumer into a brand ambassador </li></ul><ul><li>Influences other users to read specific content </li></ul>
  26. 30. SOCIAL MEDIA
  27. 31. Advantages of Social Networking Sites <ul><li>Increased Traffic </li></ul><ul><li>Increased brand awareness </li></ul><ul><li>Improved search rankings </li></ul><ul><li>Reputation Management </li></ul><ul><li>Allows you to monitor conversations </li></ul>
  28. 32. Social Marketing Research <ul><li>Who is likely to buy my product or participate in my service offering? </li></ul><ul><li>What websites are visited by my target demographic most often? </li></ul><ul><li>What are people saying about my business to competitors? </li></ul><ul><li>What kind of content does my audience read? </li></ul>
  29. 33. Consumer Endorsement <ul><li>When the consumer embraces your product or company, they will advocate it to their friends and collogues </li></ul>
  30. 34. Alliance Campaign <ul><li>Localized Blog </li></ul><ul><li>In Phoenix there are no local blogs relating to interior design, furniture, and architecture </li></ul><ul><li>Over 1000 furniture and design shops in Phoenix area </li></ul><ul><li>Bring in like minded businesses to create a local blog </li></ul><ul><li>Establish yourself as an expert </li></ul><ul><li>Distance yourself from company – consumers won’t listen to a marketing message from a company </li></ul><ul><li>Reach out to company’s existing client base for initial readers </li></ul><ul><li>Review local company’s products to gain visibility </li></ul><ul><li>Advertise local businesses via banner ads </li></ul>
  31. 35. Benchmark: Measure Success? <ul><li>Track hits from month to month </li></ul><ul><li>Monitor entrance and exit pages – which one brings in the most visitors, which one causes them to leave </li></ul><ul><li>How long visitors spend on a page – see which page holds their interest and which page needs to be modified </li></ul><ul><li>Track keyword searches </li></ul><ul><li>Watch pagerank over time </li></ul><ul><li>Check link popularity </li></ul><ul><li>Use google analytics, indextools, click tracks, websidestory, haveamint and omniture to track success of program </li></ul>
  32. 37. COST-BENEFIT IN SPECIFIC SCENARIO win-win-win
  33. 38. Impressions Gross Rating Points Cost Per Thousand Impressions Net Reach Average Frequency Frequency response functions Effective reach Share of voice Pageviews Clickthrough rate Cost per click Cost per order Cost per customer aquired Visits Abandonment rate Bounce rate DETERMINING COSTS In light of benchmarks
  34. 39. TIMELINE
  35. 40. win – win - win

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