Effective Media Marketing Mash-ups

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Presentation by Efe Cimrin on Google Analytics Seminar for Success (via EpikOne Summit 2009)

Presents marketing tactics used to increase attendance to this event in 15days.

Print and Online initiatives aiding each other in mash-ups using Custom URLs.

The implementation measures the effectiveness of each advertising unit in a dynamic setting, where fast marketing decisions are being made in light of data gathered online.

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Effective Media Marketing Mash-ups

  1. 1. 191C effective media marketing mash-ups How to increase attendance to an event in 15 days 191COLLEGE IS A DIVISION OF THE BURLINGTON FREE PRESS Tuesday, September 22, 2009
  2. 2. This will be the shortest presentation you will see today Tuesday, September 22, 2009
  3. 3. How to increase attendance to an event in 15 days EPIKONESUMMIT2009 FREEPRESSFRIDAY MEASURABLE, STRONG & MESSAGE DRIVEN CALL TO ACTION Tuesday, September 22, 2009
  4. 4. Amplifying the Real Value through print & online initiatives THE ADVERTISING CONCEPT Tuesday, September 22, 2009
  5. 5. REPEAT MESSAGING CONSECUTIVE ADS 1 2 3 INVOKE INVOKE CALL TO ACTION CALL TO ACTION ONLINE Tuesday, September 22, 2009
  6. 6. WHO IS GOOGLE’S ANALYTICS EVANGELIST? WHO IS RESPONSIBLE FOR USATODAY’s IPHONE APP? QUESTIONS & ANSWERS CONSECUTIVE ADS 1 2 AVINASH M.JONES AVINASH + M.JONES + PRICE 3 INVOKE INVOKE VALUE CALL TO ACTION AVINASH + M.JONES + PRICE CALL TO ACTION ONLINE Tuesday, September 22, 2009
  7. 7. Include %70+ BFP readership through mix platforms & complex scheduling THE ADVERTISING STRATEGY Tuesday, September 22, 2009
  8. 8. Thursday, July 30 Ad Schedule A Product Size Avinash Main or VT 3x11 iPhone Main or VT 3x11 Summit Main or VT 4x21.5 P1 Banner Sunday, August 2 Strip ad Available Ad Schedule A Product Size Avinash Main or VT 3x11 iPhone Main or VT 3x11 Summit Main or VT 4x21.5 P1 Banner Monday, August 3 Strip ad Available Ad Schedule B Product Size Full Page BizMo 6x11 Wednesday, August 5 Strip ad Available Ad Schedule C Product Size Full Page Hometown 6x11 Friday, August 7 Ad Schedule A Product Size Avinash Main or VT 3x11 iPhone Main or VT 3x11 Summit Main or VT 4x21.5 P1 Banner Sunday, August 9 Strip ad Available Ad Schedule A Product Size Avinash Main or VT 3x11 iPhone Main or VT 3x11 Summit Main or VT 4x21.5 P1 Banner Comics Full Page Sunday Comics 6x21.5 Monday, August 10 Ad Schedule B Product Size Full Page BizMo 6x11 Wednesday, August 12 Ad Schedule C Product Size Full Page Hometown 6x11 Thursday, August 13 Strip ad Available Ad Schedule A Product Size Avinash Main or VT 3x11 iPhone Main or VT 3x11 Summit Main or VT 4x21.5 P1 Banner Floating Ad: Tuesday or Wednesday, August 4 or 5, 11 or 12 Product Size Summit Main or VT 4x21.5 Tuesday, September 22, 2009
  9. 9. Optimize Platform Efficiency & ROI by utilizing analytics THE ADVERTISING STRATEGY Tuesday, September 22, 2009
  10. 10. Custom URLs to measure the effectiveness of each advertising unit MASHPRINT&DIGITAL PARALLELPUSHMEASUREMENT ADS HAVE UNIQUE NUMBERS THAT ID + URL REDIRECT VIA JAVASCRIPT - AS WELL AS TAGGED FOR GA IMPLEMENTATION OF EPIKONE Tuesday, September 22, 2009
  11. 11. TAG+ MESSAGES TAG+ PLATFORMS PAGE 5B PAGE 6F PAGE 4B 1 2 22 23 3 INVOKE INVOKE 24 CALL TO ACTION ONLN CALL TO ACTION ONLINE Tuesday, September 22, 2009
  12. 12. Tuesday, September 22, 2009
  13. 13. TAG+ MESSAGES TAG+ PLATFORMS BUSINESS MONDAY BFP PAGE 5B INVOKE INVOKE CALL TO ACTION BFP PAGE 4B 1 2 22 23 BFP 6F 3 burlingtonfreepress.com/summit/ 22 24 JAVASCRIPT REDIRECT EPIK burlingtonfreepress.com/summit/ 23 EPIK JAVASCRIPT REDIRECT JAVASCRIPT REDIRECT burlingtonfreepress.com/summit/ 24 EPIK Tuesday, September 22, 2009
  14. 14. TRACKING CLICKS HELIOS BURLINGTONFREEPRESS.COM BANNER LOVE 25 JAVASCRIPT REDIRECT TAG+ MESSAGES TAG+ PLATFORMS BUSINESS MONDAY EPIK BFP GOOGLE ANALYTICS BFP PAGE 5B UTM TAGS EPIKONE GA INVOKE INVOKE CALL TO ACTION BFP PAGE 4B 1 2 22 23 3 BFP 6F 22 24 JAVASCRIPT REDIRECT 22 EPIK 23 EPIK UTM TAGS BFP GOOGLE ANALYTICS JAVASCRIPT REDIRECT UTM TAGS 23 EPIKONE GA BFP GOOGLE ANALYTICS 24 JAVASCRIPT REDIRECT BFP GOOGLE ANALYTICS EPIKONE GOOGLE ANALYTICS 24 EPIK UTM TAGS EPIKONE GA Tuesday, September 22, 2009
  15. 15. Custom Phone Numbers to measure the effectiveness of each advertising platform MASHPRINT&DIGITAL LEADGENMEASUREMENT CONVERSATIONS ARE COUNTED & RECORDED TO EXAMINE HOW ADS AND PLATFORMS WERE BEHAVING Tuesday, September 22, 2009
  16. 16. TAG+ MESSAGES TAG+ PLATFORMS BUSINESS MONDAY BFP PAGE 5B UNIQUE PHONE # EPIKONE UNIQUE PHONE # INVOKE INVOKE CALL TO ACTION EPIKONE BFP PAGE 4B 1 2 UNIQUE PHONE # 22 23 BFP 6F 3 EPIKONE 22 UNIQUE PHONE # 24 EPIK EPIKONE 23 EPIK 24 EPIK Tuesday, September 22, 2009
  17. 17. DISCOUNT CODE: FREEPRESSFRIDAY EPIKONEMEASURING EFFECTIVENESS OF INITIATIVES ONCE THE TRANSACTION HAS TAKEN PLACE THE CUSTOMER IS BRANDED WITH THE COUPON THAT THEY USE DIFFERENTIATING THEMSELVES FROM OTHER INITIATIVES AND WALK-INS Tuesday, September 22, 2009
  18. 18. THE INFORMATION REQUIRES COLLECTION & MANAGEMENT 191C conversion rates EPIKONE campaign effectiveness service feedback code usage Traffic Tuesday, September 22, 2009
  19. 19. Figure out what is working, do more! OPTIMIZE DECISION MAKING conversion rate #21 High Traffic ONLN #22 %33.3 conversion rate 05:12 #24 AVG TIME #23 %67.5 ON SITE conversion rate #27 #26 %33.3 Highest Traffic %8.8 conversion rate Tuesday, September 22, 2009
  20. 20. Break down internal & external perceptions around ad units and platforms LEARNFROMDATA :) #24 WOW! #24 & $ ONLINE PUSH PERFORMED THE BEST ONLINE :) $ Tuesday, September 22, 2009
  21. 21. ENJOY INCREASED EFFICIENCY AND ROI THROUGH OPTIMIZED MASH-UPS CELEBRATE SMART MOVES! Tuesday, September 22, 2009
  22. 22. 191COLLEGE WE ARE READY FOR YOU Tuesday, September 22, 2009

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