Presented by Jenna Rutschman on behalf of Terralever to the Arizona Marketing Educators chapter retreat in Sedona, Arizona. All views and case studies are sited and not work done by Terralever but used to make points to the DECA educators.

1. January / 24 / 2013
Evolution from
Traditional to Digital
Presented by Jenna Rutschman to
the Arizona Marketing Educators
Tuesday, February 26, 13

2. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like | Case Studies
06 What Success Looks Like | Verticals
07 Resources / Q&A
Tuesday, February 26, 13

3. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like | Case Studies
06 What Success Looks Like | Verticals
07 Resources / Q&A
Tuesday, February 26, 13

4. Tuesday, February 26, 13

5. Tuesday, February 26, 13

6. Methodology | Terralever Philosophy
• Utilize data-driven statistics, industry
trends and intuition to drive online
marketing results
• We strive for results that will make your
company reach its goals and increase
Science Results Art
revenue
• All campaigns are first tested and then
refined to achieve continued business
goals
• Development of solution-based online
content that is optimized per execution
(search, email, social, web, etc.)
Tuesday, February 26, 13

7. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like | Case Studies
06 What Success Looks Like | Verticals
07 Resources / Q&A
Tuesday, February 26, 13

8. Definition of Advertising
• What is advertising?
• Definition:
• A form of communication used to persuade an audience
(viewers, readers or listeners) to take some action with
Results
respect
Tuesday, February 26, 13

9. History of Advertising
1917 - the 4A’s
was born
1950
1st Political
TV Ad
1920
1st Radio Spot
1939 Government WWII Propaganda
1957 Birth of the
longest used jingle
1925
Birth of
Consumerism
1941 1st TV Commercial
Tuesday, February 26, 13

10. History of Advertising
1980 1984
1963
David Ogilvy
1970
1994
1981
1995
Tuesday, February 26, 13

11. History of Advertising
1995
1997
First Mobile Ad
1996
2001
2000
1995-2000
2002 - $7.53 Million TV Spot
Tuesday, February 26, 13

12. History of Advertising
Tuesday, February 26, 13

13. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like | Case Studies
06 What Success Looks Like | Verticals
07 Resources / Q&A
Tuesday, February 26, 13

14. Looking Inside: Traditional Advertising Agencies
Tuesday, February 26, 13

15. Traditional Advertising Agency
Madison Avenue The Pitch
Art Director & Copy Writing Teams
One Stop Shop
Creative Director
Agency of Record
Big Budget Broadcast
Super Bowl Spots
:30 TV Spots
Print Evolving into Integrated
Glamor
Mad Men-Esque
Account Planning
“The” Idea
Public Relations Dog and Pony Show
Specialists
Advertising Executive Consumerism
Entertainment
Tuesday, February 26, 13

16. Looking Inside: Digital Advertising Agencies
Tuesday, February 26, 13

17. Digital Advertising Agency
Measurement & Optimization Solving Business Problems
Strategy
Generalists & Specialists
Mobile & Tablet
Results Driven
User Experience
Anywhere USA
Focused
Web Development
Discovery Phase
Pay-Per-Click
Cutting Edge Innovative
Paid Media Community Management
Content Marketing
Search Engine Optimization Social Media
Tuesday, February 26, 13

18. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like | Case Studies
06 What Success Looks Like | Verticals
07 Resources / Q&A
Tuesday, February 26, 13

19. Shift in Budget from Traditional to Digital Marketing*
% of total
Increased measurability and accountability
Increased customer engagement
Lower cost of customer engagement
Better ability to glean customer insights Results
Better customer conversion
Lower cost per lead
Lower cost of impression
Real-time nature of customer data gathered
0 5 10 15 20
*all data pulled from February 2012 eMarketer
Tuesday, February 26, 13

20. Time Spend vs Ad Spending Share*
Time Spend Share Ad Spending Share
TV
Internet
Radio
Mobile
Newspapers
Magazines
0 12.5 25 37.5 50
*all data pulled from December 2011 eMarketer
Tuesday, February 26, 13

21. US TV vs Online Ad Spending 2011-2014*
TV Ad Spend Online Ad Spend
70
52.5
35
17.5
0
2011 2012 2013 2014
*all data pulled from January 2012 eMarketer
Tuesday, February 26, 13

22. Local Online & Traditional Ad Spend Growth*
Online Traditional Total
2012
2013
2014
2015
2016
-3.75 0 3.75 7.5 11.25 15
*all data pulled from March 2012 eMarketer
Tuesday, February 26, 13

23. 54% of responding companies are spending under 30% of their marketing
budgets on digital channels and 31% are investing more than half of their
marketing budgets in digital
However, 71% of companies surveyed derive up to 50% of their total revenues
from digital marketing spend.
18% of client-side respondents indicate they derive more than 70% of their
earnings from their investment in digital marketing.
Tuesday, February 26, 13

24. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like | Case Studies
06 What Success Looks Like | Verticals
07 Resources / Q&A
Tuesday, February 26, 13

25. Case Study / 1
L’Oreal
Marketing Reinvented*
• $2.1 Billion ad spend in 2011
• 10% spend in digital
• Remove the traditional barriers allowing
Print and TV campaigns to dictate all
marketing
• Digital is the centerpiece for all marketers
• Conversion & ROI Focused
• Consumer Product Goods online campaigns
are seeing a 9% lift within three months vs
8% lift from TV campaigns over 12 months
Tuesday, February 26, 13

26. Case Study / 1
L’Oreal
Marketing Reinvented*
• “In the old days, television was a shrine in
people’s homes. They gathered around and
watched. Advertisers had the power. Now,
with more channels and more choices,
people are more empowered. Video has a
strong place in our hearts. That box in the
living room is more than just live TV, it is on
our mobile phones and laptops, and people
are controlling how and when they watch.
TV is unboxed.”
• L’Oreal USA CMO Marc Speichert
• L’Oreal realized they have to be present
when the modern family is making
evaluations and buying decisions
• 50% of consumers research brands online
before they make a purchase
Tuesday, February 26, 13

27. Case Study / 2
Levi Strauss
Global Go Forth Campaign
• Appeal to aging Levi’s loyalists as well as
the young artistic and hip
• Market share has been hard in recent years
with lower-end ripoffs and “luxury” brands
Featuring “The Laughing Heart,” a poem by Charles Bukowski • Women’s jeans sales went from 5.4% in
2005 to 4.4% in 2010
• Men’s jeans sales went from 8.4% in 2005
to 7% in 2010
• Youth stirring tagline “Now is our time”
• Launched “Go Forth” campaign with TV spot
(“short film”) in 19 language versions
• Including English, Japanese, French,
Spanish and German
• Used Walt Whitman’s poem “Pioneers! Oh
Pioneers!”
Tuesday, February 26, 13

28. Case Study / 2
Levi Strauss
Global Go Forth Campaign
• Included digital-engagement program
featuring present-day pioneers from around
the world with smart use of Facebook
• Seeded videos throughout web within hip
movement focused blogs, corporate FB and
YouTube pages
• Initially the “Go Forth” campaign featured
online social challenge partnering with
Water.org
• Facebook advertising and Sponsored Stories
will increase views among friends within 24
countries
• Focus:
• Digital
• Digital & Event
• Content Creation
• During campaign revenue went up 9% over
pervious year-long campaign
Tuesday, February 26, 13

29. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like | Case Studies
06 What Success Looks Like | Verticals
07 Resources / Q&A
Tuesday, February 26, 13

30. What Success Looks Like | Integration
Tuesday, February 26, 13

31. What Success Looks Like | Content
Content Strategy ensures that all brand
executions have a unified message across
the platforms where consumers search for
information.
As Bryan Eisenberg states do the “sucking
wind” checklist:
• Do you offer a clear and valuable message?
• Have you established trust and credibility?
• Have you answered all the main objectives?
• Have you addressed the emotional “ownership” of
the sale?
• Have you substantiated your claims?
• Have you made the next steps clear?
• Could you have said the same thing in one-third of
the words?
Tuesday, February 26, 13

32. What Success Looks Like | Social Media
Tuesday, February 26, 13

33. What Success Looks Like | Mobile
Mobile is the future the only media that
has a gab between time spent and budget
allocation is mobile.
Consumers are savvier than ever and want
to connect with brands and businesses
who have a proper mobile experience.
Time Spent
Budget Allocation
Responsive Design
Tuesday, February 26, 13

34. What Success Looks Like | Measurement
Retarget
Paid Ads Social Media
Website Mobile Site Email Social Media WOM
Email SEO
ATTRACT CONVERT RETAIN
Pre Visit Planning Pre Visit Planning Post Visit
Visit
Tuesday, February 26, 13

35. What Success Looks Like | Measurement
- Success Measurements and Key Performance
Indicators (KPIs)
- Technical Implementation
- Testing and Optimization
- Customized Reporting & Recommendations
- Refine, Adjust, Test & Optimize
Tuesday, February 26, 13

36. Agenda 01 Introductions
02 History of Advertising
03 Looking Inside: Advertising Agencies
04 Budgets
05 What Success Looks Like
06 Verticals To Get Behind NOW
07 Resources / Q&A
Tuesday, February 26, 13

37. Resources & QA
Everyday Blogs:
• Convince & Convert
• http://www.convinceandconvert.com/
• Mashable
• http://mashable.com/
• eMarketer
• http://www.emarketer.com/
• Bryan Eisenberg
• http://www.bryaneisenberg.com
• The Community for Education Leaders - Cisco’s Get Ideas
• http://getideas.org/
Books:
• Mark Schaefer Return on Influence: The Revolutionary Power of Klout,
Social Scoring and Influence Marketing
• Malcolm Gladwell (series) Blink: The Power of Thinking Without Thinking
• Bryan & Jeffrey Eisenberg Call to Action: Secret Formulas to Improve
Online Results
Tuesday, February 26, 13

38. Thank You
Jenna Rutschman
Account Strategist
jennar@Terralever.com
480.334.7001
Tuesday, February 26, 13