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.

1. FRANCHISE BUSINESS NETWORK
July 14, 2015

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an integrated marketing & branding company

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40+ YEAR
HISTORY
LARGE AGENCY
EXPERIENCE,
HAPPILY
INDEPENDENT
Group 243 • 1974
Ross Roy • 1991
Fitch • 1996
since 2003
Omnicom • 1995
WPP • 2002

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OUR APPROACH
COLLABORATIVE
STRATEGIC
HOLISTIC

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OUR PASSION
HELPING COMPANIES
TRANSFORM THEIR
BRANDS AND
GROW THEIR
BUSINESS

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WE’RE MAID FOR THIS.
FRANCHISE EXPERIENCE

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INTEGRATED SERVICES
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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?
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SURPRISING NEW
MARKETING TOOLS
AND TACTICS

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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 ?

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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?
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MOBILE
• Usage
• Advertiser options
• Mobile sites

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MOBILE DEVICE OWNERSHIP
CONTINUES TO CLIMB
Source: ComScore

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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%

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THEY USE IT FOR MANY PURPOSES
Source: Pew Research

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AND FOR INCREASINGLY LONGER
PERIODS OF TIME
Source: ComScore

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SMALL SCREEN, BIG OPTIONS
Ad types:
•Banners
•Pre-roll video
Targeting:
•Demographics
•Psychographics
•Geographic

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MOBILE WEBSITES MAKE IT EASY

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BECAUSE CUSTOMERS CARE

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RESTAURANTS ARE A HIGH-
ENGAGEMENT CATEGORY
Source: NinthDecimal, Q4 2013

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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.

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WHERE IS MOBILE
HEADED?
• Real time bidding
• Interior GPS tracking / beacons
• Adoption of mobile payment
• Increased paid social options for advertisers

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PAID SOCIAL MEDIA
SELF-SERVICE
TOOLS &
TARGETING TACTICS

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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

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OMG THE BUGS!

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THE KEY PLAYERS

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AD EXAMPLES
FACEBOOK TWITTERPINTEREST
LINKEDIN

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THE ONES IN BETA

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THE OTHERS

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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

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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

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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?
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(ALMOST)
EVERYONE’S ON
SOCIAL!
74% OF ONLINE U.S.
ADULTS ARE USING
SOCIAL MEDIA.

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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

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SYSOMOS HEARTBEAT
Track social conversation by branded, competitive and industry keywords.
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WELINKTrack social conversation within a radius of your locations to identify prospects!

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MAKE IT OR BREAK
IT WITH REVIEW
SITES.
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• 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.

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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?
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LET’S TALK
ASK US ANYTHING,
WE’LL BE GLAD TO
ANSWER.