Carolyn Tisch Blodgett, VP of Brand Marketing at Peloton Cycle, teaches how to utilize customer insights and persona-based marketing to drive revenue and customer loyalty. She shows how to craft unified strategies that integrate both digital marketing and acquisition and brand marketing techniques and goals, and how to open an active dialogue between customer and brand.
Presentation by:
Carolyn Tisch Blodgett - VP of Brand Marketing, Peloton Cycle
Who Really Has Time for SEO? Aligning Internal Teams for Success at a B2B Org...Conductor
One of the most difficult challenges in achieving success with SEO and Content Strategy at a B2B organization with many divisions isn’t knowing what to do, it’s getting it done. Gaining alignment and buy-in across numerous business functions and teams can be a nightmare, especially when you have tangible results to achieve. Matt Crowley (MoreVisibility) and Greg Tucker (RSM US LLP) will discuss how B2B organizations like RSM US LLP can achieve alignment on their SEO and Content strategy.
Find out how an organization with 38,000 team members across 760 offices in 120 different countries is able to achieve alignment on their SEO goals, even when embarking on a global re-branding and website re-design initiative.
Presentation by:
Matt Crowley - MoreVisibility
Greg Tucker - RSM US LLP
Building Brand Affinity: Creating Content Around Customer IntentConductor
Ideally, in a personal selling situation, you’ll hear the words: “Can I help you?” Or, some kind of variation on that theme to start a conversation. And yet, online where we have so many opportunities to start a conversation that way, we often choose to stampede into a potential customer’s life, effectively shouting: “10% off if you buy within the next 5 nanoseconds!” Or, some kind of variation on that theme. The sad truth is, most marketing and sales teams have tons of content for late stage offers and negotiations that they force into the process way too early. And yet so little to start a conversation much earlier on the path to purchase. Don’t start your relationship and brand building activities with the price of everything: start with the value. Don’t wait until, the last minute to communicate with potential customers, be there in the early stages to provide help, not hype, to create that longer-lasting brand affinity.
Presentation by:
Crispin Sheridan - VP, Digital & Social Optimization, SAP
Mike Grehan - CMO & Managing Director, Acronym
Marketing: A Journey in Enterprise Digital TransformationConductor
Innovator and entrepreneur Jay Wightman, of John Hancock Investments, reveals what the journey looks like for an enterprise to adapt for the next generation of digital marketing for any industry. Jay has helped several brands adapt their legacy products and services to better align and scale online.
Presentation by:
Jay Wightman - John Hancock Investments
Your Bullet-proof, All-in-One Searchlight Web Presence Management (WPM) Start...Conductor
You’ve got big Web Presence Management (WPM) dreams, but how do you turn those into solid wins? Learn from Wakefly’s Ren Lacerda, who, after nearly 100 successful Conductor Searchlight implementations, has WPM strategy down to an elegant science. You’ll also hear from Beckman Coulter’s Steve Hill, sharing one of the trickiest WPM setups to date (and the duo’s ingenious workarounds). This session contains a WPM formula that tackles everything from inspiring corporate buy-in to ramping up your ROI.
Presentation by:
Steve Hill – Global Search Marketing Manager, Beckman Coulter Life Sciences Ren Lacerda – Digital Marketing Strategist, Wakefly
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Search Presence Intelligence (SPI): Where Search Meets Business IntelligenceConductor
Stephan Bajaio, VP of Professional Services and Co-Founder of Conductor, discusses how to integrate SEO teams into every phase of your business strategy. He explains the inherent problems with relegating SEO in the organization to a tactical instead of a strategic role. He'll demonstrate how centralizing SEO's value to much more than online marketing or even marketing as a whole can help create efficiency and growth for both your SEO team, and your company.
How to Rank 10 Million Products on Page One -- bol.comConductor
In the past sixteen years, bol.com has grown from an online bookstore to a collection of specialty shops that sell over ten million items. Nearly a million people shop on the website each day – but how does bol.com ensure that their products are being found through organic search? Tobias Sweijen, SEO Specialist at bol.com, and Irene Pennings, Business Analyst at bol.com, uncover how they get their products not just to rank, but to rank on page one, with the help of the Searchlight platform. Become an expert on how to improve your own rankings through simple tips and practical steps.
Presentation by:
Tobias Sweijen – SEO Specialist, Bol.com
Irene Pennings – Business Analyst, Bol.com
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
40 Tips & Tricks with Conductor Pro ServicesConductor
40 Tips & Tricks with Conductor Pro Services at C3 2018 with:
Kenyon Adei-Manu, Amazon
Stephan Bajaio, Conductor
Bill Sebald, Greenlane Search Marketing
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Who Really Has Time for SEO? Aligning Internal Teams for Success at a B2B Org...Conductor
One of the most difficult challenges in achieving success with SEO and Content Strategy at a B2B organization with many divisions isn’t knowing what to do, it’s getting it done. Gaining alignment and buy-in across numerous business functions and teams can be a nightmare, especially when you have tangible results to achieve. Matt Crowley (MoreVisibility) and Greg Tucker (RSM US LLP) will discuss how B2B organizations like RSM US LLP can achieve alignment on their SEO and Content strategy.
Find out how an organization with 38,000 team members across 760 offices in 120 different countries is able to achieve alignment on their SEO goals, even when embarking on a global re-branding and website re-design initiative.
Presentation by:
Matt Crowley - MoreVisibility
Greg Tucker - RSM US LLP
Building Brand Affinity: Creating Content Around Customer IntentConductor
Ideally, in a personal selling situation, you’ll hear the words: “Can I help you?” Or, some kind of variation on that theme to start a conversation. And yet, online where we have so many opportunities to start a conversation that way, we often choose to stampede into a potential customer’s life, effectively shouting: “10% off if you buy within the next 5 nanoseconds!” Or, some kind of variation on that theme. The sad truth is, most marketing and sales teams have tons of content for late stage offers and negotiations that they force into the process way too early. And yet so little to start a conversation much earlier on the path to purchase. Don’t start your relationship and brand building activities with the price of everything: start with the value. Don’t wait until, the last minute to communicate with potential customers, be there in the early stages to provide help, not hype, to create that longer-lasting brand affinity.
Presentation by:
Crispin Sheridan - VP, Digital & Social Optimization, SAP
Mike Grehan - CMO & Managing Director, Acronym
Marketing: A Journey in Enterprise Digital TransformationConductor
Innovator and entrepreneur Jay Wightman, of John Hancock Investments, reveals what the journey looks like for an enterprise to adapt for the next generation of digital marketing for any industry. Jay has helped several brands adapt their legacy products and services to better align and scale online.
Presentation by:
Jay Wightman - John Hancock Investments
Your Bullet-proof, All-in-One Searchlight Web Presence Management (WPM) Start...Conductor
You’ve got big Web Presence Management (WPM) dreams, but how do you turn those into solid wins? Learn from Wakefly’s Ren Lacerda, who, after nearly 100 successful Conductor Searchlight implementations, has WPM strategy down to an elegant science. You’ll also hear from Beckman Coulter’s Steve Hill, sharing one of the trickiest WPM setups to date (and the duo’s ingenious workarounds). This session contains a WPM formula that tackles everything from inspiring corporate buy-in to ramping up your ROI.
Presentation by:
Steve Hill – Global Search Marketing Manager, Beckman Coulter Life Sciences Ren Lacerda – Digital Marketing Strategist, Wakefly
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Search Presence Intelligence (SPI): Where Search Meets Business IntelligenceConductor
Stephan Bajaio, VP of Professional Services and Co-Founder of Conductor, discusses how to integrate SEO teams into every phase of your business strategy. He explains the inherent problems with relegating SEO in the organization to a tactical instead of a strategic role. He'll demonstrate how centralizing SEO's value to much more than online marketing or even marketing as a whole can help create efficiency and growth for both your SEO team, and your company.
How to Rank 10 Million Products on Page One -- bol.comConductor
In the past sixteen years, bol.com has grown from an online bookstore to a collection of specialty shops that sell over ten million items. Nearly a million people shop on the website each day – but how does bol.com ensure that their products are being found through organic search? Tobias Sweijen, SEO Specialist at bol.com, and Irene Pennings, Business Analyst at bol.com, uncover how they get their products not just to rank, but to rank on page one, with the help of the Searchlight platform. Become an expert on how to improve your own rankings through simple tips and practical steps.
Presentation by:
Tobias Sweijen – SEO Specialist, Bol.com
Irene Pennings – Business Analyst, Bol.com
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
40 Tips & Tricks with Conductor Pro ServicesConductor
40 Tips & Tricks with Conductor Pro Services at C3 2018 with:
Kenyon Adei-Manu, Amazon
Stephan Bajaio, Conductor
Bill Sebald, Greenlane Search Marketing
Persona Marketing at Scale -- American Family InsuranceConductor
American Family Insurance is in the midst of overhauling their website to keep content engaging – no easy feat for any company, especially one founded almost 100 years ago. Join American Family Insurance’s Search Optimization Marketing Specialist Ashley Mortimer while you determine how to develop personas to reach your ideal audience, and review how to build a website with buyer’s journeys in mind. Hear real life examples from American Family Insurance’s content audit while being let in on the secret of how to turn around failing content.
Presentation by:
Ashley Mortimer – Search Optimization Marketing Specialist, American Family Insurance
This presentation was given at the 2015 Conductor C3 marketing conference. Learn more: http://c3.conductor.com/
Relevance Yacht in conjunction with Relevance Web Marketing has run a seminar for the Young Professionals in Yachting in Monaco exploring the evolution of digital marketing in the Yachting Industry.
Read 26 slides including impressive digital facts in 2016, a timeline of digital yacht marketing, past present and future of digital marketing, SEO & the Google Algorithm in 2016, some great digital marketing methods to increase conversions, top marketing channels for UK, 10 website tools for digital marketing, 5 amazing ways to produce content, common digital marketing mistakes and misconceptions, how to measure your results, yachting photography and video, and the workshop.
Contact rumble@relevanceweb.com for any questions or leave some comments below.
Building a Content Organization | Frank Pipolo – Director of Internet Strateg...Conductor
Explore expert advice on how to create your own center of excellence in content strategy. Hear from Frank Pipolo, Web Presence Manager at Bisk Education on how they built a world-class content organization with their focus on hiring the right people, training on content development best practices, and gaining company-wide adoption of content strategies.
Using Search Data to Influence Organizational Decision MakingConductor
James Patterson, Senior Manager, SEO, American Eagle at C3 2018
While SEO is typically viewed as one channel within a larger digital marketing portfolio, the research that we do can drive content and technical decisions that impact all digital marketing channels. Identifying useful SEO data and using it to educate key functional teams is a core competency of an in-house SEO. Whether you are involved in early Ideation or tactical Implementation, SEO data should feed your decision making.
Dan Sherman, CMO, Ski.com at C3 2018
Ski.com, the largest provider of ski vacation packages in North America, will recap the journey they took to find content marketing success while balancing SEO opportunities, company goals and the bottom line with a small team and limited resources.
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Dale Nguyen presented: Developing a Data-Driven Link Building Strategy Using Google, Competitor, & Industry Insights
Francois Goube presented: What I learned from crawling 10 billions of Pages and analyzing 5 Trillions of log lines.
For full recaps of this and past events, head on over to utahdmc.org
Robert Brady
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
Researching your competitors Facebook advertising efforts to keep your social game on point
Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.
International SEO: Optimizing Your Site for a Global MarketplaceConductor
Simon Lesser, CEO, Dragon Metrics at C3 2018
It's a big world out there, and the US is only less than 10% of the world's total internet users. A killer global SEO strategy is crucial for success in the global marketplace, but international SEO brings its own set of unique challenges.We'll dive deep into the top regional search engines like Baidu, Yandex, and Naver, learning about differences in the algorithm, SERP, and how to optimize for each one. Then, we'll focus on the top tips and considerations for optimizing your site for international audiences and non-Google search engines.
Relevance - How to successfully create audiences that drive action for your b...Ned Quekett
How do you create audiences that drive action for your brand? In this talk we explore the ways in which you can profile and build advertising audiences to drive action for your your brand and make digital advertising effective.
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...Surefire Local
Watch this online workshop to learn how you can use your website to more effectively engage online visitors and convert the right leads.
Your website and it's search-ability can either make or break a sale. Today, homeowners are most often searching for a nearby home contracting business on their mobile phone or asking their smart speaker device. To help ensure your website appears in these searches across all devices, your website needs to have the correct "signals" built in that Google and other search engines can detect.
Some of the things covered in this workshop are:
- Best practices for building a website that ranks high in local online search
- Mobile vs Desktop and how to optimize for each
- Why WordPress is one of the best platforms for your website
- Why it's absolutely necessary to OWN your website, not rent it
- And much more!
Oli Gardner - Frankenpage: Using A Million Little Pieces of Data to Reverse ...Marketing Festival
Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation. In the only landing page session you’ll need to attend this century, Oli will share a series of conversion data stories that have never been seen publicly before. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Mark Irvine presented: Search and Social: 3 Tricks to Make Your Advertising Work Better Together
Simon Poulton presented: Democratizing Attribution: Understanding the incremental impact of your digital marketing
For full recaps of this and past events, head on over to utahdmc.org
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
Find out how one campaign generated 1,200 links, and how two campaigns resulted in a 750% increase in our clients organic search traffic over six months. Review Fractl's Viral Emotions study, and data Google is presenting on The Engagement Project.
Are you having trouble increasing your CTR and revenue? Want to know how to put together an SEO strategy that will drive more conversions? Want to know how you can outrank your competitor brands?
Zak Ramdani, the Great SEO Owl at Hootsuite, discusses how Hootsuite broke their organic traffic metrics for seven consecutive months, doubled their blog traffic using on-page techniques to cater to Google’s answer box, and deployed an SEO mindset throughout all communication channels within Hootsuite.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Analytics Reports That SEOs Can't Live Without. PRESENTATION: SEO at Microsoft: "Insights Engine" - Given by Derrick Wheeler, @derrickwheeler - Microsoft, Sr Product Intelligence Manager. #SMX #31C
What makes a good SEO strategy? - DigitalZone 2017Cosmin Negrescu
Understanding what makes a good strategy is key to winning in any competitive environment. This presentation showcases one of the greatest military case studies, the battle of Cannae in 216 BC. After that, it introduces Richard Rumelt’s framework for a good strategy and then deconstructs Hannibal’s victory using this.
Finally, the kernel of a strategy, with its 3 main components - diagnosis, policy, and actions - is applied to the SEO environment.
Effective Planning for Small to Medium Sized Agencies | BrightonSEO 2018 | P...Briony Gunson
Best practice advice for Operations to ensure you plan effectively as an organisation, to provide both the best work for your clients and ensure you run your own agency effectively as a business as well. I've drawn on advice from various industry experts on the topics of tracking time, scope of work and over-servicing, outlining best practice recommendations and common pitfalls/challenges. This is from the point of view of a small independent owner-run agency, but draws on examples from my time at network media agencies as well.
This was presented at the conference BrightonSEO in September 2018: https://brightonseo.com/conference-talk/effective-planning-for-small-medium-agencies-consultancies/
"Stop making excuses a culture first approach to product centricity" by Jorda...Productized
Many companies understand the value / benefits of becoming a holistic, Design-driven, Product-centric organization
Jordan's PRODUCTIZED presentation outlines a playbook of culture development, helping leaders and teams to identify opportunities to LIVE these principles, to identify opportunities for their application and experience the benefits of their comprehension and use.
Growth Conference Europe 2019 - Luca Senatore' SlidesLuca Senatore
Luca Senatore's slides from the Growth Conference Europe event held in June 2019 in Milan. We address how to build a powerful mission, build a remarkable proposition and set clear powerful goals.
Relevance Yacht in conjunction with Relevance Web Marketing has run a seminar for the Young Professionals in Yachting in Monaco exploring the evolution of digital marketing in the Yachting Industry.
Read 26 slides including impressive digital facts in 2016, a timeline of digital yacht marketing, past present and future of digital marketing, SEO & the Google Algorithm in 2016, some great digital marketing methods to increase conversions, top marketing channels for UK, 10 website tools for digital marketing, 5 amazing ways to produce content, common digital marketing mistakes and misconceptions, how to measure your results, yachting photography and video, and the workshop.
Contact rumble@relevanceweb.com for any questions or leave some comments below.
Building a Content Organization | Frank Pipolo – Director of Internet Strateg...Conductor
Explore expert advice on how to create your own center of excellence in content strategy. Hear from Frank Pipolo, Web Presence Manager at Bisk Education on how they built a world-class content organization with their focus on hiring the right people, training on content development best practices, and gaining company-wide adoption of content strategies.
Using Search Data to Influence Organizational Decision MakingConductor
James Patterson, Senior Manager, SEO, American Eagle at C3 2018
While SEO is typically viewed as one channel within a larger digital marketing portfolio, the research that we do can drive content and technical decisions that impact all digital marketing channels. Identifying useful SEO data and using it to educate key functional teams is a core competency of an in-house SEO. Whether you are involved in early Ideation or tactical Implementation, SEO data should feed your decision making.
Dan Sherman, CMO, Ski.com at C3 2018
Ski.com, the largest provider of ski vacation packages in North America, will recap the journey they took to find content marketing success while balancing SEO opportunities, company goals and the bottom line with a small team and limited resources.
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Dale Nguyen presented: Developing a Data-Driven Link Building Strategy Using Google, Competitor, & Industry Insights
Francois Goube presented: What I learned from crawling 10 billions of Pages and analyzing 5 Trillions of log lines.
For full recaps of this and past events, head on over to utahdmc.org
Robert Brady
Utah Digital Marketing Conference 2019
Learn more at: utahdmc.org
Go beyond SpyFu/SEMrush/iSpionage with your competitive research. This session will specifically discuss the following:
Using scripts to pull Auction Insights data automatically from Google Ads, graph it & help you easily identify major shifts in competitor behavior
Getting into competitors’ best audiences so they basically gift wrap their best stuff and send it to you
Researching your competitors Facebook advertising efforts to keep your social game on point
Tapping into the new Bing Competition tab
Level up your competitive research by attending this session.
International SEO: Optimizing Your Site for a Global MarketplaceConductor
Simon Lesser, CEO, Dragon Metrics at C3 2018
It's a big world out there, and the US is only less than 10% of the world's total internet users. A killer global SEO strategy is crucial for success in the global marketplace, but international SEO brings its own set of unique challenges.We'll dive deep into the top regional search engines like Baidu, Yandex, and Naver, learning about differences in the algorithm, SERP, and how to optimize for each one. Then, we'll focus on the top tips and considerations for optimizing your site for international audiences and non-Google search engines.
Relevance - How to successfully create audiences that drive action for your b...Ned Quekett
How do you create audiences that drive action for your brand? In this talk we explore the ways in which you can profile and build advertising audiences to drive action for your your brand and make digital advertising effective.
Workshop: The Future of Home Contractor Websites - How to Convert More Local ...Surefire Local
Watch this online workshop to learn how you can use your website to more effectively engage online visitors and convert the right leads.
Your website and it's search-ability can either make or break a sale. Today, homeowners are most often searching for a nearby home contracting business on their mobile phone or asking their smart speaker device. To help ensure your website appears in these searches across all devices, your website needs to have the correct "signals" built in that Google and other search engines can detect.
Some of the things covered in this workshop are:
- Best practices for building a website that ranks high in local online search
- Mobile vs Desktop and how to optimize for each
- Why WordPress is one of the best platforms for your website
- Why it's absolutely necessary to OWN your website, not rent it
- And much more!
Oli Gardner - Frankenpage: Using A Million Little Pieces of Data to Reverse ...Marketing Festival
Theory. Principles. They’re essential to guide how we design our campaign experiences. But, if they aren’t backed up by data, our decision making powers are missing a critical piece of the conversion equation. In the only landing page session you’ll need to attend this century, Oli will share a series of conversion data stories that have never been seen publicly before. After mining through a million data points to uncover and dissect how conversion actually works, Oli will channel lightning bolts and body parts as he sews together the ultimate landing page.
For our June 2019 event, Search Social & Attribution, we had two fantastic speakers.
Mark Irvine presented: Search and Social: 3 Tricks to Make Your Advertising Work Better Together
Simon Poulton presented: Democratizing Attribution: Understanding the incremental impact of your digital marketing
For full recaps of this and past events, head on over to utahdmc.org
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
Find out how one campaign generated 1,200 links, and how two campaigns resulted in a 750% increase in our clients organic search traffic over six months. Review Fractl's Viral Emotions study, and data Google is presenting on The Engagement Project.
Are you having trouble increasing your CTR and revenue? Want to know how to put together an SEO strategy that will drive more conversions? Want to know how you can outrank your competitor brands?
Zak Ramdani, the Great SEO Owl at Hootsuite, discusses how Hootsuite broke their organic traffic metrics for seven consecutive months, doubled their blog traffic using on-page techniques to cater to Google’s answer box, and deployed an SEO mindset throughout all communication channels within Hootsuite.
From the SMX West Conference in San Jose, California, March 1-3, 2016. SESSION: Essential Analytics Reports That SEOs Can't Live Without. PRESENTATION: SEO at Microsoft: "Insights Engine" - Given by Derrick Wheeler, @derrickwheeler - Microsoft, Sr Product Intelligence Manager. #SMX #31C
What makes a good SEO strategy? - DigitalZone 2017Cosmin Negrescu
Understanding what makes a good strategy is key to winning in any competitive environment. This presentation showcases one of the greatest military case studies, the battle of Cannae in 216 BC. After that, it introduces Richard Rumelt’s framework for a good strategy and then deconstructs Hannibal’s victory using this.
Finally, the kernel of a strategy, with its 3 main components - diagnosis, policy, and actions - is applied to the SEO environment.
Effective Planning for Small to Medium Sized Agencies | BrightonSEO 2018 | P...Briony Gunson
Best practice advice for Operations to ensure you plan effectively as an organisation, to provide both the best work for your clients and ensure you run your own agency effectively as a business as well. I've drawn on advice from various industry experts on the topics of tracking time, scope of work and over-servicing, outlining best practice recommendations and common pitfalls/challenges. This is from the point of view of a small independent owner-run agency, but draws on examples from my time at network media agencies as well.
This was presented at the conference BrightonSEO in September 2018: https://brightonseo.com/conference-talk/effective-planning-for-small-medium-agencies-consultancies/
"Stop making excuses a culture first approach to product centricity" by Jorda...Productized
Many companies understand the value / benefits of becoming a holistic, Design-driven, Product-centric organization
Jordan's PRODUCTIZED presentation outlines a playbook of culture development, helping leaders and teams to identify opportunities to LIVE these principles, to identify opportunities for their application and experience the benefits of their comprehension and use.
Growth Conference Europe 2019 - Luca Senatore' SlidesLuca Senatore
Luca Senatore's slides from the Growth Conference Europe event held in June 2019 in Milan. We address how to build a powerful mission, build a remarkable proposition and set clear powerful goals.
How product culture drives organizational impact by Tony Fadel [Engineerex]TonyFadel2
We discuss what a product culture is, how it benefits your organization and we share a framework of simple steps to implement a strong product culture in your org
Facebook & Instagram Ad Accelerator - Shopify AdvancedTopGrowthMarketing
Slides from a Shopify LA webinar by Jack Paxton from Top Growth Marketing. The slides explain intermediate and advanced techniques to achieve better marketing outcomes through Facebook and Instagram ads.
How Clorox Experiments Across Brands to Turn Visitors into ConsumersOptimizely
As more brands focus on digital marketing and Direct-to-Consumer strategies, experimentation can help them efficiently increase consumer engagement. At Clorox, a data-driven experimentation strategy helps them leverage insights across multiple brands.
Watch the on-demand webinar to learn:
- How Clorox gathers insights from omnichannel experimentation to turn visitors into consumers
- Clorox’s experimentation strategy including how an experiment to remove price friction helped their conversion rate optimization
- The process behind creating “Ways of Working” for experimentation programs across Clorox’s Direct-to-Consumer (DTC) brands
Why is the marketing world buzzing about “story”? Story is the most effective means of human communication. It’s a sense making mechanism that helps you convey an idea without making your audience burn too many mental calories. This method goes hand-in-hand with Inbound Marketing. In this robust Master class, Clover Carroll will relate how he uses his unique storytelling process to draw an audience into the message being conveyed. You’ll leave this class equipped with practical tips on how to implement the powerful marketing tool of storytelling, including how to use storytelling to increase your brand exposure and create brand authority through the creation of valuable content.
How to Master Product Management Case Studies by fmr Groupon PMProduct School
Main takeaways
- How does one proceed in an interview when given a product case study to solve
- What are some of the most common case questions to practice
- What hiring managers are looking for when asking candidates to solve a product case
- The importance of a good hypothesis
- Best frameworks that can come in handy
Crafting Success Through Audience Insights and Data-Driven StrategiesTinuiti
In today’s ever-evolving retail landscape, brands face a unique challenge: measuring performance across a diverse set of retailers. Join this session to tackle this very challenge head-on.
Tinuiti’s marketplaces expert will be joined by analytic platform solution, Analytic Index, and marketplace platform, Acenda, to dive into the world of data-driven strategies and audience identification. Using real-world examples, this session will equip you to measure success effectively and make informed decisions in an increasingly competitive and crowded retail media landscape.
How to Build Your Perfect Q4 Marketing Mix for a Holistic Holiday StrategyTinuiti
Learn how a holistic integrated media strategy including social, display, search, and shopping can help your brand conquer its Q4 goals. Discover how the power of data, media mix modeling, and Mobius – Tinuiti’s proprietary suite of marketing intelligence and media activation technology has led to client success.
Conductor C3 2019 - SEO + Paid: Better TogetherConductor
Jon Chang, IBM
Paid and organic: can this marriage be saved? You may find it’s easier (and more important) than you think.
Learn more at c3.conductor.com
Conductor C3 2019 - NLP and Search Intent: What Happens in Vagueness Stays in...Conductor
Dawn Anderson, Move It Marketing
As the amount of digital content search engines must make sense of increases, so too does the importance of clarity in the written and spoken word. In this session, you’ll learn about challenges and developments in NLP (natural language processing) and how to disambiguate vagueness to focus intent and content in your SEO tactics and strategy.
Learn more at c3.conductor.com
Conductor C3 2019 - What’s Next, Now: The Modern Media MixConductor
Collin Colburn, Forrester
ow does organic marketing fit in with the modern media mix? And how do you make it pay? Guest speaker Collin Colburn will highlight the trends that are shaping ROI metrics and integration of SEO.
Conductor C3 2019 - Trick Shots vs. Epic Fails: Building a Team Culture Aroun...Conductor
Matt Bailey & Aaron Watkins, Johns Hopkins Medicine
Good medicine (and business) starts with good data. But how do we help our teams make data-driven decisions as a rule? Learn how leading light Johns Hopkins Medicine built a culture around SEO, what was a huge success, and what fell flat on its face as they transformed decision-making within the institution and web team.
Conductor C3 2019 - The Circle of Trust: How Making SEO Accessible To Non-Spe...Conductor
Claudia Higgins, Argos | Simon Dale, Organic
Want to save time spent “fixing” issues and optimizing SEO after the fact? Learn how one of the largest online retailers in the UK ensures specialists and non-specialists alike integrate SEO and user insights in their day-to-day work. Hint: free exchange of knowledge and data allows them to prioritize effectively and keep the customer at the center of web production workflow.
Conductor C3 2019 - Quantum Content Theory and the Odd Numbers of Early-Stage...Conductor
Ali Harris, Bitdefender
Proving the value of early-stage content and SEO was never an exact science—but this session comes close. Bonus: Learn how to get all the “fun money” for early-stage content with solid ROI modeling.
Conductor C3 2019 - The Human Side of ROI: CX on a Global ScaleConductor
Murilo de Favari, Omega Engineering
No matter what you sell, customer experience is the product. We’ll show you how to align resources, budgets, and processes to focus marketing goals more on the people. At Omega, we set
goals valuable to both our organization and our customers, measuring results with granularity that actually excites our Analytics teams. It’s not easy, but it is extremely rewarding.
Conductor C3 2019 - R-E-S–P-E-C-T: How to Win Buy-In and Support for SEO in a...Conductor
Ryan Hipp, Amway
What should you do if your company is a complex enterprise with tons of sites to manage and you need more buy-in for SEO in order to succeed? Find out how to build your internal brand to win resources and respect for SEO.
Conductor C3 2019 - Be the Butterfly: How to Transform Your Customer ExperienceConductor
Waseem Kawaf, Stanley Black & Decker
Accelerate your customer experience development with help from Waseem’s foundational tactics, focused on finding your brand’s purpose and passion. No matter what stage of CX you’re in, this session can help your strategy take flight.
Learn more at c3.conductor.com
Miranda Gahrmann, Randstad
You’re a global org but you have to have a local feel in every region. What works in APAC doesn’t work in EMEA. You’ve got different device habits, languages, search engines, and customs to think about — this session will show you how to give that friendly neighborhood feel on a global scale.
Conductor C3 2019 - How to Supercharge Traffic with Evergreen ContentConductor
John Shehata, Condé Nast
New content isn’t always the answer. Condé Nast’s Pine Tree project optimized existing content using key insights from SEO research—and increased traffic more than 200%. This session reveals the details you need to optimize and refresh evergreen content that works harder for you month after month.
Conductor C3 2019 - Advanced SEO AutomationConductor
Garth O'Brien, GoDaddy
Step into the future of SEO with this session on the latest in SEO automation. Learn how to use technology, tools, and tricks to automate manual tasks so you can save time and be more effective.
Conductor C3 2019 - A Sound Advantage: How Voice Search Works & Works For YouConductor
Upasna Gautam, Manager, Search, Ziff Davis
Become fluent in voice search form, function, and success. Learn how Google processes sound and conducts speech modeling; the four voice search quality metrics Google applies; and how to enhance your own strategy with tactics for targeting content by searcher need states.
This is hands-down the fastest, funnest way to learn how to make your site healthier and more visible. It’s like speed dating for strategy. Join Conductor’s professional service team as they rip through 30 actionable strategies in a rapid-fire fashion that you can implement the minute you leave the room (or even while you’re there!).
Speakers: Pat Reinhart, Stephan Bajaio, Holland Dauterive, Conductor
Moderated by: Katie Greenwood, Conductor
Conductor C3 - Influence. Not Influencers - Rand Fishkin, SparkToroConductor
Rand Fishkin, SparkToro
The field of influencer marketing in the last five years has taken an unwise turn toward a narrow definition of “influencers,” that harms the potential of this powerful strategy. In this presentation, Rand will show the dangers of leaning exclusively on heavily-followed individuals, and offer a broader, more impactful, higher ROI path to reach the *right* customers, in the *right* places. Get ready to have myths dismantled and add new tactics to your toolbox.
Learn more about C3 at c3.conductor.com
Walking a Tightrope: Balancing Organic Traffic Growth with Content Monetizati...Conductor
Matt Crowley, Sr. Director of Optimized Services,MoreVisibility | Lisa Morris Bonsall, Clinical Editor, Lippincott Nursing Center at C3 2018
Any organization that publishes content has likely faced the challenge of balancing the need to grow traffic organically with the need to monetize their content. There are often competing needs; do you put content behind a gate and risk losing organic traffic or offer unrestricted access but risk losing conversions? We would all love to run the same paywall tests as publications such as The New York Times, but that’s not always accessible to every brand. We would also all love to think that organic traffic growth cures all when it comes to business goal growth, but that’s not always the case. Join NursingCenter and MoreVisibility in a discussion of key lessons learned from running content gating experiments, dealing with duplicate content issues, and supplementing legacy content types with new formats.
Dan Sherman, CMO, Ski.com at C3 2018
Ski.com, the largest provider of ski vacation packages in North America, will recap the journey they took to find content marketing success while balancing SEO opportunities, company goals and the bottom line with a small team and limited resources.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
4. FROM OUR STUDIO IN NYC
LIVE & ON-DEMAND
PELOTON IS A TECH COMPANY
DISRUPTING THE FITNESS SPACE.
WE BUILT A STATIONARY BIKE THAT ALLOWS YOU TO TAKE
STUDIO CYCLING CLASSES
ANYTIME, ANYWHERE
5. 5
P E L O T O N L A U N C H E D
2014
N P S S C O R E
91
W O R K O U T S T A K E N
5.6M
B I K E S S O L D
80,000+
O N E - Y E A R R E T E N T I O N R A T E
96%
Peloton by the numbers
G L O B A L R I D E R S
285,000
6. 6
Peloton is a completely unique, vertically integrated business that gives you the best
platform and best content, right at your fingertips
Hardware
Software
Media
Retail
Logistics
Entire Tech Stack
Award-winning bike and bike design
Tablet computer, 4x bigger than iPad;
CM founded by team from Foxconn
Client-side SW: Custom Android /
Linux Operating System
Python Cloud Services handling
5K real-time requests per second
4,000 on-demand classes accessible
anytime from the cloud
12 hours of live television
quality video streamed daily
20 retail stores in luxury malls and
high-end locations nationally
Robust inside sales team / operation
complementing ecommerce website
Growing national operation of Peloton
Mercedes Sprinter delivery vans
Peloton employees extending brand
via best-in-class, in-home deliveries
7. Peloton is the most immersive, socially motivating
fitness experience
8. 22 IN. SWEAT-PROOF
HD TOUCHSCREEN
UP TO
14 LIVE CLASSES DAILY
TRACK METRICS
SEE HOW YOU STACK UP
AGAINST OTHERS
IN REAL TIME
IN YOUR HOME
ON YOUR SCHEDULE
4000+ CLASSES ON-DEMAND
9. We are taking the world by storm, with over 80,000 bikes sold in all 50 states & 285,000
global riders
10. Our riders love Peloton…
“ ““Access to live classes from
home? There’s nothing easier.”
- MICHELLE R.
“Not only do you have the best spin bike,
the best instructors in the world, but all
the fellow rider support too!.”
-TRICIA B.
If you’re new to this, I’ve some bad news
for you. It’s addictive. Beyond anything
I’ve done before.
- TRISTAN M.
Initially, I had doubts. But now I can’t
see my life without Peloton. It always
works on my schedule.”
- DEMETRI Y.
11. …And so does the press
“The Peloton is attractive, addictive,
and seriously whips you into shape.”
“Peloton has become a cult favorite,
thanks to its energetic teachers...”
“The Bergdorf's of bike studios”
“Tried. Tested. Trusted. Genius!”“Easily the best indoor workout.”
“The best cardio machine
on the planet.”
13. 13
We’re building a brand consumers love from the moment they set eyes on the bike.
Brand Strategy
Consumer
Insights
Build a Foundation
for an Ownable
Brand
Integrated Campaigns
Grassroots
PR
Partnerships
Events
Ambassadors
Drive Awareness and
Consideration Efficiently &
Effectively
Integrated
Campaigns
Feature / Content
Launches
Turn consumers into
brand loyalists
Awareness
Aided Qualified Awareness
Creative Test Scores
(LINK, CTRs)
Site visits
Marketing Channel
Engagements
Brand Health + NPS
Always tracking and optimizing:
Brand Marketing Overview
14. 14
Peloton began with a consumer insight…
PEOPLE WANT TO WANT TO WORK OUT…
“There are feelings partway through rides, where you are in a
good groove and you feel like you can keep going. I feel strong
and empowered.”
- JERI, CONSUMER
“There is a satisfaction in knowing that you have accomplished
something. Post muscle fatigue means results. It shows
commitment.”
KELLY, CONSUMER
HOWEVER…
COMMITTING IS THE HARD PART
”I don’t go to SoulCycle… there’s all these incredibly fit gay
men there that I don’t wanna keep up with, and I don’t want
them to insult me either.”
- KARA, CONSUMER
15. 151
PELOTON’S CONSUMER PROMISE
MAKES YOU WANT TO SHOW UP
15
REASONS TO BELIEVE
An integrated experience
designed to pull you in and
ensure you literally show up.
EMOTIONAL BENEFIT
A transformative experience so
you show up as your full self all
day long.
FUNCTIONAL BENEFIT
Entertainment and
competition to show up at
your best on your terms.
17. 17
Acquisition Marketing Overview
The acquisition team’s goal is to build qualified awareness and drive sales at an efficient CAC.
DIRECT TO CONSUMER
WE HAVE THE ABILITY TO CLOSE
THE LOOP BETWEEN MARKETING
AND SALES
MEASURABLE IMPACT
WE’RE NOT DIRECT RESPONSE,
BUT WE ALSO EXPECT OUR
BRAND BUILDING EFFORTS TO
MEASURABLY LEAD TO SALES
STORYTELLING FIRST
WE LEAN ON GOOD
STORYTELLING, INSTEAD OF
PROMOTIONS, TO ACQUIRE
CUSTOMERS
19. 19
Brand & Acquisition used to work in parallel, but not together
BRAND
● Briefed creative team
for new campaign
assets
● Approved creative for
deployment
● Repeated process for
next campaign
ACQUISITION
● Deployed creative from
brand/creative team
based on sales goals
● Tracked performance
● Optimized spend behind
assets to achieve sales
targets
● Repeated process for
next campaign
20. 20
Brand & Acquisition now work lockstep in virtuous cycle
BRAND
● Briefs creative team
based on brand
priorities & acquisition
media plan
● Approves creative for
deployment
● Aligns on performance
with acquisition team
and rebriefs creative
team for new assets
CREATIVE
BRIEF
Based on messaging
needs (offer,
convenience, etc.)
DEPLOY
CREATIVE
After aligning with
internal team
ADJUST
CREATIVE
(COPY/IMAGES)
ACQUISITION
● Provides brand with
acquisition strategy,
media plan &
recommended asset
creation list
● Deploys creative
● Tracks performance and
shares learnings and
best practices with brand
team
● Deploys newly optimized
assets
ALIGN ON
PERFORMANCE
Add-to-carts, CTR, etc.
22. 22
Peloton’s holiday campaign was the first test of this new, optimized process
CREATIVE A
CREATIVE
BRIEF
Based on messaging
needs (offer,
convenience, etc.)
DEPLOY
CREATIVE
After aligning with
internal team
ADJUST
CREATIVE
(COPY/IMAGES)
CREATIVE B
ALIGN ON
PERFORMANCE
Add-to-carts, CTR, etc.
• VS. YAG: +810% in add-to-carts, +844% in bike purchases, -8% in purchase CAC
• VS. FALL: ~ -58% in purchase CAC from fall
• Results driven by seasonal creative, prospecting efforts prior to holiday, and efficiency in
media buys
23. 23
Feedback loop allowed for optimizations to both copy and creative
LEARNING
Male model performs better than female model
ACTION
Create more assets featuring male model, with
similar message but slightly different copy
LEARNING
Rider testimonials are powerful tools
ACTION
Use same video creative but update copy to
feature real rider quotes / reasons
24. 24
The entire cross-functional team worked in the feedback loop developed for brand
& acquisition
AGENCY CREATIVE
(with input from internal team)
INTERNAL HOLIDAY BRIEF
(including Email, Acquisition, Retail inputs)
ACQUISITION
FOCUSED
EXECUTIONS
ENGAGEMENT/
RETENTION
BRIEF
ENGAGEMENT FOCUSED
EXECUTIONS
(including Boutique)
LAUNCH
INTERNAL ITERATIONS
(Acquisition & Retention) PLAN FOR HOLIDAY 2017
25. 25
Peloton’s holiday campaign was a 360-degree effort to ensure consistent
messaging
Retail Signage Email Display
Organic +
Paid Social
Digital Video
Versions for
leads +
home riders
Includes video,
static images, and
image carousels
Complemented by
our non-holiday TV
spot, which is on
heavy national
rotation. Originally
used Fitness
Evolved, now
flipping in B&W
digital video
26. 26
Why is this optimized hand-in-hand approach important?
Key Takeaways
● Both media & brand priorities should inform creative. We should tell the brand story while
optimizing towards measurable metrics
○ Media buy will inform creative, creative will inform media buy & targeting
○ Allows us to succeed even with two slightly different goals (brand telling the key
story / building equity, and acquisition focused on performance metrics)
● Digital as a medium allows for quick adjustments to creative (as opposed to other media
channels), which results in better performance
● Can create multiple versions of creative appealing to different targets & segments
● Real-time learnings help inform creative in other channels
28. 28
A MOMENT 1 WEEK – 2-3 MONTHS 2 WEEKS 72 HOURS
Utilize insights from path to purchase research to optimize messaging across
various stages of customer lifecycle
POST-
PURCHASE
AWARENESS IDEALIZATION RATIONALIZATION
CONSUMER’SEMOTIONALSTATE
Intrigued
Infatuated
Excited
Addiction
Pragmatic,
Responsible
DECISION
WHOA, WHAT’S
THAT?! MEET-CUTE.
‣ The first image of
the bike, usually on
social media or a
commercial on TV,
is often arresting,
and sparks action
LOVE AT FIRST SIGHT,
CONTINUING TO
DREAM
‣ The super emotive
“love” phase, when
consumers are
dreaming about the
bike and what it would
be like to own one
PLEASED, THEN
ANXIOUS &
IMPATIENT
‣ There is an uptick in
excitement when the
order is placed, but
the gap in time
between payment
and the first ride can
inspire anxiety.
FEELING THE PULL
OF REALITY
‣ The “fact-finding”
phase, when
considerations
become sharply
practical, and the
focus is on
pragmatic, logistical
questions
NEGATIVENEUTRALPOSITIVE
Apprehensive