Building a Luxury Brand Online via Search Engine Marketing


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Chris Bishop talks through his experience of building a luxury brand via search engine marketing at a search conference. His take on true multi-channel marketing being set holistically into a marketing strategy

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  • Building a Luxury Brand Online via Search Engine Marketing

    1. 1. Sweet Search - Building a Luxury Brand Online Chris Bishop Online Marketing Manager Hotel Chocolat Ltd
    2. 2. Contents <ul><li>A little about Hotel Chocolat </li></ul><ul><li>Branding with search </li></ul><ul><ul><li>Organic </li></ul></ul><ul><ul><li>Sponsored </li></ul></ul><ul><li>Tie your SEM strategy into your brand message </li></ul><ul><li>Integrating SEM with a multi-channel strategy </li></ul><ul><li>Q & A’s </li></ul>
    3. 3. A natural step-by-step evolution built on solid foundations NICHE B – R – O – A - D 2003 Hotel chocolate gifts B to C Chocolat + for yourself & B to B mail order + retail 1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF by mail order 1993 Choc chocolate GIFTS B to C Express by mail order 1991 Geneiva chocolates & B to B Chocolates mints 1988 B to B MMC mints only
    4. 4. With growth comes change…. b ecoming Multi-Channel Mail Order 1993 Internet 1997 Re-branding 2003 Stores 2005
    5. 5. Hotel Chocolat Stores <ul><li>London & South East: Kensington, Moorgate, Knightsbridge, Bluewater, Lakeside, Maidstone, Canterbury, Bromley, Basingstoke, Watford, </li></ul><ul><li>St. Albans, Reading </li></ul><ul><li>East of England: Norwich, Cambridge </li></ul><ul><li>Midlands: Telford, Solihull, Dudley, Milton Keynes, Nottingham </li></ul><ul><li>North West: Manchester </li></ul><ul><li>North East: Gateshead </li></ul><ul><li>South West: Plymouth </li></ul>
    6. 6. Branding with Search <ul><li>Branding </li></ul><ul><ul><li>Importance </li></ul></ul><ul><ul><li>What it brings </li></ul></ul><ul><li>Search Listings boosting brand </li></ul><ul><ul><li>Why </li></ul></ul><ul><ul><li>How </li></ul></ul>
    7. 7. Importance of Branding <ul><li>Identity </li></ul><ul><li>Perceptions </li></ul><ul><li>Experience </li></ul>
    8. 8. Branding with Search <ul><li>Advertising Concepts </li></ul><ul><li>Top Listings </li></ul><ul><li>Landing Pages </li></ul>
    9. 9. Prominent search listings can build/boost your brand <ul><li>Front of mind </li></ul><ul><li>Positive associations </li></ul><ul><li>Authority & Creditability </li></ul><ul><li>Brand Messages (Ethical) </li></ul>
    10. 10. Branding – What it brings! <ul><li>Aids acquisition </li></ul><ul><li>Loyal Customers </li></ul><ul><li>Customer Relations </li></ul><ul><li>Key to profitability! </li></ul>
    11. 11. Making your brand keywords work <ul><li>PPC just direct response? </li></ul><ul><li>Credibility Exposure, brand equity </li></ul><ul><li>Brand Lift </li></ul><ul><li>Single to Multi-Keyword Search </li></ul><ul><li>Rules - affiliates </li></ul>
    12. 12. 5 Tips to build your brand <ul><li>Campaign keyword selection </li></ul><ul><li>Keyword bidding </li></ul><ul><li>Display URL </li></ul><ul><li>Ad copy </li></ul><ul><li>Landing pages </li></ul>
    13. 13. Tie your SEM strategy into your brand message
    14. 14. The seductive world of Hotel Chocolat.
    15. 15. The seductive world of Hotel Chocolat.
    16. 16. Personality • Authentic • Trustworthy • Excited by chocolate • Seductive • Welcoming • Engaging & witty • Expert (not arrogant) • Best from the world of chocolate Attributes • Authentic • Reputation • Customer loyalty • Delicious • Memorable • Service • Lifestyle USP s • Authentic • For everyone • Enticing • Unsurpassed • Global Selection • Range • Ethical Credibility • Authentic • A trusted brand • Strong guarantee • Consumer champion • Ethical The seductive world of Hotel Chocolat.
    17. 17. Taste • Best in class • Fresh • Real ingredients • Passion & flair The Experience • Sheer pleasure • More than the chocolate • A brand experience Display • Evocative • Original, with flair • Informative • Clean & clear Credibility • Authentic • A trusted brand • Strong guarantee • Consumer champion • Ethical Consumers • Male & female • For everyone Standard • Exceptional quality • Unexpected attention to detail • Friendly service • Efficient company The seductive world of Hotel Chocolat.
    18. 18. The allure & indulgence of authentic chocolate brought to you Brand Essence <ul><li>Emotion…wanting it </li></ul><ul><li>Need for pleasure </li></ul><ul><li>Need for comfort, cocooning </li></ul><ul><li>Want for lifestyle </li></ul><ul><li>Want to discover </li></ul><ul><li>Need for gift </li></ul><ul><li>Want to make the right impression </li></ul><ul><li>Want to be excited </li></ul><ul><li>Experience…consuming it </li></ul><ul><li>Bliss point </li></ul><ul><li>Me time </li></ul><ul><li>Sharing, giving </li></ul><ul><li>People, moments, chocolate </li></ul><ul><li>Relaxed, pleasurable </li></ul><ul><li>It’s a chocolate thing </li></ul><ul><li>The delivery of promise </li></ul><ul><li>Friendly </li></ul><ul><li>Open to all </li></ul><ul><li>Easy to buy </li></ul><ul><li>Self-serve, giving clear information </li></ul><ul><li>Efficient, quick </li></ul><ul><li>Trustworthy </li></ul><ul><li>Guaranteed, consumer champions </li></ul><ul><li>Credibility…knowing it’s the best </li></ul><ul><li>Real chocolate </li></ul><ul><li>Made with passion & flair </li></ul><ul><li>By real people (not faceless multi-national) </li></ul><ul><li>Original & unique products </li></ul><ul><li>Trustworthy company </li></ul><ul><li>Informed & expert </li></ul><ul><li>Ethical </li></ul>
    19. 19. Measuring Search Branding <ul><li>How do you measure the effects of branding in a search engine marketing campaign? </li></ul><ul><li>… a web analytics program such as Lynchpin or Google Analytics (free!) </li></ul><ul><li>Below are some of the data points that can be used to measure the brand impact of an SEM campaign. </li></ul><ul><ul><li>Average Time On Site </li></ul></ul><ul><ul><li>Page Views Per Visitor: </li></ul></ul><ul><ul><li>Path Views to Registration or Subscription Sign-Ups: </li></ul></ul>
    20. 20. Successfully integrating search with a multi-channel strategy <ul><li>Definition - Multichannel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores. </li></ul><ul><li>Brick – Stores </li></ul><ul><li>Click – Web </li></ul><ul><li>Flip – Catalogue pages </li></ul>
    21. 21. The New Shopper <ul><li>Has polarised consumer behaviour </li></ul><ul><ul><ul><li>Loyal to strong brands </li></ul></ul></ul><ul><ul><ul><li>Disloyal to weak </li></ul></ul></ul><ul><li>Technically savvy, literate and competent with IT </li></ul><ul><li>Crosses all ages, all socio-economic groups </li></ul><ul><li>Sophisticated comparison shoppers </li></ul><ul><li>Demand speed of availability and delivery increasingly crucial. “I want it now!” </li></ul><ul><li>Not a slave to a channel – ingenious users of channels for their advantage </li></ul><ul><li>Rely on convenience and certainty </li></ul>
    22. 22. Activity <ul><li>Think about the way you would go about buying various products or services </li></ul><ul><li>Skiing Holiday </li></ul><ul><li>Digital Camera </li></ul><ul><li>Chocolat (Johnny Depp) on DVD </li></ul><ul><li>Set of bath towels </li></ul>
    23. 23. Store Information
    24. 24. Marketing Campaigns
    25. 25. So what? Search & Stores… <ul><li>Multichannel shoppers are more valuable than customers who shop via a single sales channel. They have a 12% greater buying frequency and a 32% higher annual spending history than customers who shop at stores only. </li></ul><ul><li>Trichannel (retail, catalog, Internet) shoppers are more loyal than otherwise similar customers who purchase from only one or two channels. The study found that customers who purchased from all three channels had a 73% likelihood to make similar purchases from that retailer. </li></ul><ul><li>Source – (01/05/06) </li></ul>
    26. 26. Thank You & Questions <ul><li>Thanks to… </li></ul><ul><li>Ambergreen Internet Marketing Lynchpin Analytics </li></ul>