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Franchise Business Network: Surprising New Marketing Tools and Tactics
The document discusses emerging trends in marketing and advertising, with a focus on mobile marketing and paid social media. It provides statistics on growing mobile usage and adoption of smartphones. It outlines options for mobile advertising and the importance of mobile-optimized websites. The document also discusses the transition to more paid social media advertising and self-service tools, and highlights important targeting options on Facebook, Twitter, and Pinterest. It provides statistics on social media usage and new tools for social media measurement and customer reviews.
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Franchise Business Network: Surprising New Marketing Tools and Tactics
- 1. FRANCHISE BUSINESS NETWORK July14, 2015
- 2. FBN | ©2015re:group, inc. | 07.14.2015 2 an integrated marketing & branding company
- 3. FBN | ©2015re:group, inc. | 07.14.2015 3 40+ YEAR HISTORY LARGE AGENCY EXPERIENCE, HAPPILY INDEPENDENT Group 243 • 1974 Ross Roy • 1991 Fitch • 1996 since 2003 Omnicom • 1995 WPP • 2002
- 4. FBN | ©2015re:group, inc. | 07.14.2015 <h1> 4 OUR APPROACH COLLABORATIVE STRATEGIC HOLISTIC
- 5. FBN | ©2015re:group, inc. | 07.14.2015 5 OUR PASSION HELPING COMPANIES TRANSFORM THEIR BRANDS AND GROW THEIR BUSINESS
- 6. FBN | ©2015re:group, inc. | 07.14.2015 66 WE’RE MAID FOR THIS. FRANCHISE EXPERIENCE
- 7. FBN | ©2015re:group, inc. | 07.14.2015 INTEGRATED SERVICES 7 branding & positioning search engine marketing newspaper blogs television word of mouth research & strategy events radio websites social media communities merchandising search engine optimization standards experimental email marketing outdoor collateral local search guerrilla video online banners & retargeting direct mail pos and on-package naming & identity mobile marketing
- 8. • is not? •What would you like to do differently? • How can we help? FBN | ©2015 re:group, inc. | 07.14.2015 8 SURPRISING NEW MARKETING TOOLS AND TACTICS
- 9. FBN | ©2015re:group, inc. | 07.14.2015 9 SOME THINGS DON’T CHANGE YOU STILL NEED A MARKETING PLAN • What are your objectives? • What are your constraints? • Who are your audiences? • What is their customer journey? • What behavior do you want to change? • How will you know if you succeed ?
- 10. FBN | ©2015re:group, inc. | 07.14.2015 10 BUT MEDIA TACTICS CHANGE QUICKLY LET’S SEE WHAT’S NEW Moderator: Jan Muhleman, President Our panel: • Karry Oleszkiewicz, Media Director • Domenick Viviano, Digital Media Manager • Taylor Hulyk, Social Media Director
- 11. • is not? •What would you like to do differently? • How can we help? FBN | ©2015 re:group, inc. | 07.14.2015 11 MOBILE • Usage • Advertiser options • Mobile sites
- 12. FBN | ©2015re:group, inc. | 07.14.2015 12 MOBILE DEVICE OWNERSHIP CONTINUES TO CLIMB Source: ComScore
- 13. FBN | ©2015re:group, inc. | 07.14.2015 13 WHO OWNS A SMARTPHONE? EVERYONE Source: Pew Research 18-29 85% 30-49 79% 50-64 54% 65+ 27% <$30,000/yr 50% $30,000-$49,999 71% $50,000-$74,999 72% $75,000 84%
- 14. FBN | ©2015re:group, inc. | 07.14.2015 14 THEY USE IT FOR MANY PURPOSES Source: Pew Research
- 15. FBN | ©2015re:group, inc. | 07.14.2015 15 AND FOR INCREASINGLY LONGER PERIODS OF TIME Source: ComScore
- 16. FBN | ©2015re:group, inc. | 07.14.2015 16 SMALL SCREEN, BIG OPTIONS Ad types: •Banners •Pre-roll video Targeting: •Demographics •Psychographics •Geographic
- 17. FBN | ©2015re:group, inc. | 07.14.2015 17 MOBILE WEBSITES MAKE IT EASY
- 18. FBN | ©2015re:group, inc. | 07.14.2015 18 BECAUSE CUSTOMERS CARE
- 19. FBN | ©2015re:group, inc. | 07.14.2015 19 RESTAURANTS ARE A HIGH- ENGAGEMENT CATEGORY Source: NinthDecimal, Q4 2013
- 20. FBN | ©2015re:group, inc. | 07.14.2015 20 GOOGLE CARES ABOUT YOUR MOBILE SITE, TOO Google recently added “mobile friendliness” to the algorithms it uses to rank websites in its search results. Web pages not meeting Google’s new standards may be penalized by not being featured on the first page of search results.
- 21. FBN | ©2015re:group, inc. | 07.14.2015 21 WHERE IS MOBILE HEADED? • Real time bidding • Interior GPS tracking / beacons • Adoption of mobile payment • Increased paid social options for advertisers
- 22. FBN | ©2015re:group, inc. | 07.14.2015 22 PAID SOCIAL MEDIA SELF-SERVICE TOOLS & TARGETING TACTICS
- 23. FBN | ©2015re:group, inc. | 07.14.2015 23 NO LONGER FREE :’( TIMES THEY ARE A-CHANGIN’ •Gone are the days of keeping all your fans informed with only organic posts •Algorithms in place making it harder to reach the infrequent visitor THEY WANT YOU TO PAY •Not only for new customers, but for the ones who are already connected THEY WANT YOU TO USE THEIR TOOLS •Self-service platforms with real-time bidding •Goldmine: tons of data and levers at your disposal to connect the dots •Constant updates DON’T EXPECT MUCH HELP •Facebook…crickets! Try YouTube instead •Twitter does it better
- 24. FBN | ©2015re:group, inc. | 07.14.2015 24 OMG THE BUGS!
- 25. FBN | ©2015re:group, inc. | 07.14.2015 25 THE KEY PLAYERS
- 26. FBN | ©2015re:group, inc. | 07.14.2015 26 AD EXAMPLES FACEBOOK TWITTERPINTEREST LINKEDIN
- 27. FBN | ©2015re:group, inc. | 07.14.2015 27 THE ONES IN BETA
- 28. FBN | ©2015re:group, inc. | 07.14.2015 28 THE OTHERS
- 29. FBN | ©2015re:group, inc. | 07.14.2015 29 FACEBOOK TARGETING YOU SHOULD KNOW ABOUT •Retargeting: Follow users until they convert •Custom Audience: Utilize e-mail lists to include and exclude users •Look-a-Like: Target users who look like your fan’s friends, users within your e-mail list, have already converted or have visited your website •Interest: Target users who have expressed certain interests •Behavioral: Tap into 3rd party data to find users based on education level, income, homeownership, life events, buying habits and more •Day Parting: Advertise to users at only certain times of the day •Advanced Geo-targeting: Target down to a physical address with the option to target permanent residents, recently visited or those traveling to the location
- 30. FBN | ©2015re:group, inc. | 07.14.2015 30 TWITTER TARGETING YOU SHOULD KNOW ABOUT •Retargeting: Follow users until they convert •Custom Audience: Utilize e-mail lists to include and exclude users •Website Visitors: Target users who have visited your website •Interest: Target users based on what they are interested in •Behavioral: Tap into 3rd party data •Keyword: Target based on terms people are tweeting about •Followers: Interested users who are following your competitors or influencers •TV Targeting: Target users who are talking about specific tv shows •Lead Generation: Receive opt-in Twitter handles and e-mail addresses instantly
- 31. FBN | ©2015re:group, inc. | 07.14.2015 31 PINTEREST YOU NEED TO CATER TO WOMEN IN THESE CATEGORIES •Food, Fashion, Fitness, Beauty, Decor, Crafts, Babies, Kids, Pets, Travel TARGETING THAT’S AVAILABLE NOW •Keyword: Add 15-20 relevant keywords •Basic Geo-Targeting: Target all of the US or select metros •Gender •Device
- 32. • is not? •What would you like to do differently? • How can we help? FBN | ©2015 re:group, inc. | 07.14.2015 32 (ALMOST) EVERYONE’S ON SOCIAL! 74% OF ONLINE U.S. ADULTS ARE USING SOCIAL MEDIA.
- 33. FBN | ©2015re:group, inc. | 07.14.2015 33 SOCIAL, BY THE NUMBERS Network Interbrand 100 U.S. Internet Users Monthly Active Users Demo Snapshot 96% 71% 1.44B Everyone 100% n/a 1B Everyone 98% 23% 302M Under 50, College- educated 85% 26% 300M Gen Z/Y, African Americans/ Hispanics 67% 28% 47M Women, White, College-educated n/a 28% 70M College-educated, Higher Income, 30-64 n/a n/a 100M daily Gen Z, Women
- 34. FBN | ©2015re:group, inc. | 07.14.2015 SYSOMOS HEARTBEAT Track social conversation by branded, competitive and industry keywords. 34
- 35. FBN | ©2015re:group, inc. | 07.14.2015 35 WELINKTrack social conversation within a radius of your locations to identify prospects!
- 36. FBN | ©2015re:group, inc. | 07.14.2015 MAKE IT OR BREAK IT WITH REVIEW SITES. 36 • 88% of consumers have read reviews to determine the quality of a business in the past year. • 57% have searched for a local business more than six times per year; 15% do so almost every day! • 45% of people share bad customer services experiences on social media, while 30% share positive.
- 37. FBN | ©2015re:group, inc. | 07.14.2015 37 NEWBRANDGet review alerts and incredible text analysis that extracts operational insights by the aggregate system, region or store.
- 38. • is not? •What would you like to do differently? • How can we help? FBN | ©2015 re:group, inc. | 07.14.2015 38 LET’S TALK ASK US ANYTHING, WE’LL BE GLAD TO ANSWER.