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Advertising was a guessing game"Half the money Ispend on advertising iswasted; the trouble is Idont know whichhalf."– John Wanamaker
Advertising was… annoying“Ignorant intrusions offendme, not intrusions fromcompanies that really dounderstand my needs andknow when I like to be calledand the kinds of things I buyand dont buy.”- George Gilder
Advertising was… kidnapping?“I have always believedthat writingadvertisements is thesecond most profitableform of writing. The first,of course, is ransomnotes.”Philip Dusenberry
Online Advertising Trends• For the first time in U.S. history, marketers are projected to spend more on online advertising than on advertising in print magazines and newspapers.• Online advertising is expected to generate $39.5 billion in sales this year — a 23.3% increase from 2011• The 1st quarter of 2012 showed a 30.3% year on year growth in search advertising.• Cost-per-clicks costs are down but clicks and click-throughs are up 20%• Bing/Yahoo buys are up 40%• Mobile clicks were up 246.1% year on year and impressions were up 119.9%
Online Political Advertising• Political campaigns will spend an estimated $160 million on online communication in the 2012 election cycle up from $22.2 million in 2008• 1 in 3 registered voters watch NO live TV• Demographics, profiles, cookies, voters, and tracking are key• Retargeting is the buzzword
What are the Goals?Positive Approaches Proactive / Reactive Approaches• Get Noticed • Respond to News• Get Traffic • Brand the Opposition• Social Networking • Blast Opposition• Get Emails • Clog the Pipeline• Get Donations • Change the Momentum• Get Out the Vote • Change the Vote
What kinds of online advertising?Types Approaches• Text ads • Keyword / Search• Display Ads • Contextual• Pop-ups • Behavioral• Flash • Geo-targeted• Interstitial • Localized• Video • Cookie Retargeted• Emails • Profile Retargeted• Social Networking (Facebook, Twitter, LinkedIn)
How does it work? •How much? •AdSet your Identify •DIY? •What are •Where? Find a Create & creatives Measure goals / your •Expect your trying •Who? firm? Launch •Landing Results budget to do? targets results pages
How do I calculate the results?Display ads Amount Expectation Spend $4000 # of impressions 1,000,000 $4 / 1000 impressions # of click throughs 10,000 Less than 1% clicks # of conversions 3,000 Less than 30% conversions CLV (Campaign Lifetime Value $38,880 (exclusive EMT formula)
The Campaign Circus• Multiple consultants with different approaches.• Multiple systems with different sets of data.• Revolving door of staff and volunteers.• Constant exports, imports, de-dupes.• Lack of hardware, software, licenses.• Lack of common tools, reports, systems.• Lack of communication.
Some Solutions• Central system to manage campaign staff, documents, tools and tasks.• Technology which facilitates communication and drives your campaign to success.• Empower and incentivize campaigns to drive fundraising success with local tactics.• Create a program to keep supporters for life.