Leapfrog Interactive Pontiflex

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Leapfrog Interactive Pontiflex

  1. 1. Acquiring and Engaging Women Online<br />Examples and Tips<br />
  2. 2. Sign-Up Ads<br />Acquiring Information From the Right Women, Wherever They Are Online<br />A database of contact information targeting just the right women is valuable, but permission to use that information is priceless. Here are some ways to acknowledge that.<br />Timeliness: Follow-up in real-time and do your best to keep the consumer engaged.<br />Exclusive offers: Acknowledge the value of their contact information with discounts or other offers not available elsewhere.<br />Start off strong: Use auto-responders to provide a high-value offer right away.<br />Track: Segment lists based on where the information was collected – this allows you to compare the success and ROI of one medium against the other. <br />2<br />
  3. 3. Search<br />Connecting Brands to the Women Who Are Searching for Them<br />Search can be an extremely effective method of connecting to women with an intent to purchase your product, but there are a few things to keep in mind:<br />Search patterns may vary: Women may use different search terms when seeking information online.<br />Copy matters: Your ad copy should appeal to your target audience. To accomplish this you need to know what drives her intent to purchase.<br />Location, location, location: Don’t discount the content networks (currently called “Display Network” on Google), Content networks can help you reach women who are researching your product online.<br />Specific offers: Use landing pages and special offers (promotions, discounts) to bring your value proposition to the forefront. <br />3<br />
  4. 4. Rich Media<br />Dynamic Interaction<br />Rich media helps take your brands display advertising beyond banners and clicks to engage with women in a unique way.<br />Engagement: Focus less on just clicks and consider interaction rates including video completion, engagement with rich media features and expansion.<br />Keep it simple: If you want women to engage, create a well-organized flow of information and a thoughtful, purposeful call to action with a specific objective.<br />Don’t be afraid to test: You may find that women on particular websites value one feature (a game, a store locator, a coupon code), while women elsewhere prefer another feature.<br />Be adaptable: Make suggestions to your team about improvements and alterations that could lead to a more successful campaign.<br />Keep it fresh: Rotate creative every 2-3 weeks if you’re running ads continuously on a website. <br />4<br />
  5. 5. E-mail<br />Immediate, Relevant Dialogue<br />Permission based e-mail is one of the most cost-effective methods of maintaining communication with your consumers. Here are some ways you can achieve the highest impact with e-mail:<br />Segment: Make your message as relevant as possible by targeting subsets of your database.<br />Immediacy: Response messages should be received immediately following the action that triggered them.<br />Timing: Test varied days, times, and frequency for your sends. (Example: women typically respond better for Sunday evenings than men.)<br />Re-engage: Segment out users who have not engaged with your list and provide a special offer to re-engage.<br />5<br />
  6. 6. Blogs<br />Building Trust<br />Your brand won’t establish trust with women by filling a blog with generic marketing copy. Here are a couple of ways you can build trust:<br />Be personal: Share real-life stories, ideas, and experiences of women on your team.<br />Show personality: Every brand has a personality; let yours show through on your blog.<br />Relevance: You have identified your target market for a reason; don’t hide that reason.<br />Be real: To build trust, you have to earn it; make sure your sincerity shines through in every blog post.<br />6<br />
  7. 7. Facebook<br />Connecting Women to the Brand (And Each Other)<br />It takes more than a page. Facebook makes it easy to put your brand out on the social space, but if you really want to make a connection you’ll need to put in the time and extra effort.<br />Provide value: When women connect with your brand on Facebook, they are using time that they could devote to friends and family. Make sure that time is rewarded.<br />Be engaged: Remember that social media is about relationships, and relationships require two-way communication.<br />Be creative: If you want to expand your connections and the reach of your brand you will need to be entertaining, informative, or relevant in a way that is unique enough to share with others.<br />7<br />
  8. 8. Twitter<br />Real-Time Community Building<br />At 140 characters or less, Twitter provides a unique challenge to marketers seeking to build a community of women – here are some ideas for catching their attention quickly:<br />Twitter-only specials: Provide deals that are only available through Twitter.<br />Advanced notice: Have something good (a deal or contest) coming up? Let your followers know ahead of time so they can spread the word!<br />RTs (re-tweets): Sometimes your followers say it best, and re-tweeting can show that you’re a part of the community.<br />8<br />
  9. 9. 9<br />For questions or more information about LeapFrog Interactive contact:<br />Maury Hill<br />Vice President, Business Development<br />mhill@leapfroginteractive.com<br />502-212-1360<br />

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