Tips & Tricks to better integrate your offline and online marketing efforts. A Semetis methodology. Presentation @Semetis event of 23-Nov-12.

1. Tips&Tricks to better integrate
Offline marketing efforts into
your Online strategy.
Laura Sylvain
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2. 1. Introduction
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3. 2. Tips & Tricks
Off>On campaign timeline
Pre-launch Campaign Measurement

4. 2. Tips & Tricks
# 1 – Use Online trends to lead Offline
• Seasonnality analysis
• Trends
- Keywords
• Analytics KPI’s
- Visits
- Conversions
Pre-launch Campaign Measurement

5. 2. Tips & Tricks
# 2 – Use the power of controlled experiments
• Test campaign to BetaGroup
• Evaluate Impact before Campaign
Correlate the data to your offline sources
Pre-launch Campaign Measurement

6. 2. Tips & Tricks
# 3 – Use standardized cross-plateform messages
• Use consistent images/promotions/words accross medium
• Eliminate silos
• Create guidelines
Pre-launch Campaign Measurement

7. 2. Tips & Tricks
# 4 – Use Clear Calls-to-Action
• Make it clear
• Make it relevant
• Make it valuable
Reedem Buy
Visit Sign Up
Pre-launch Campaign Measurement

8. 2. Tips & Tricks
# 5 – Use Vanity URL’s
• Easy to remember
• Short & catchy Drinkitnow.com
• Permanent redirect (301)
Pre-launch Campaign Measurement

9. 2. Tips & Tricks
# 6 – Use Unique Redeemable Coupons/Offer Codes
• Unique promotion  typed on the website
• Track visits as external motivation
• Use the same message
• Use different codes according to the Channel
Understand channel preference by media type
Pre-launch Campaign Measurement

10. 2. Tips & Tricks
# 7 – Use QR Codes
Offline Situation
Mobile Phone
Online Situation
Pre-launch Campaign Measurement

11. 2. Tips & Tricks
# 8 – Use Hashtags for Events/Promotions
Make a specific offline related campaign hashtag
#OffOn12
#BetaGroup
#SU412
Monitor word-of-tweet
Pre-launch Campaign Measurement

12. 2. Tips & Tricks
# 9 – Use Online Surveys
• What is your gender?
• How old are you?
• Where did you hear about us?
Pre-launch Campaign Measurement

13. 2. Tips & Tricks
# 10 – Correlate traffic patterns + Use Annotations
Correlate website traffic with offline campaigns:
• Create Analytics Annotations
• Compare All Traffic Sources with Direct and Search Traffic
Pre-launch Campaign Measurement

14. 3. Case Studies

15. 3. Case Studies
A. Mailing
C2A : « Visit our Website… »
• No particular boost in Visits (+1% than average)
• Avg. Visit Duration higher (+8% than average)
• No particular boost in Conversions (-1% than average)

16. 3. Case Studies
B. Billboards
Branding  Direct Traffic
Supporting Effect (Mailing)
+ QR Code
+80%
+11%

17. 3. Case Studies
C. Radio
C2A: « Benefit from 20% off via online… »
Supporting Effect (Mailing)
+45%
+38%

18. 3. Case Studies
D. Press
C2A: « Win Online… »
Vanity URL: /motorblad
+37%
+10%

19. 3. Case Studies
E. Television
Vanity URL: /download
C2A: « Download our free software… »
+73%
+97%

20. 3. Case Studies
Cost Channel Visits Conversions Conclusion
#1 TV ++ ++ Converting+
#2 Press + + Converting
#3 Radio + + Converting
#4 Billboards ++ + Branding
#5 Mailing = = Engaging

21. 4. Semetis 10 Golden Rules
Off>On campaign timeline
Pre-launch Campaign Measurement

22. Thank you !
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