Building a Successful Marketing Plan Using Paid Media and FloodSmart Tools. May 20, 2015

Transcription

1 Building a Successful Marketing Plan Using Paid Media and FloodSmart Tools May 20, 2015

2 FloodSmart Foundational Campaign

3 Media Objective Create an integrated direct response program that: Reaches a large number of U.S. homeowners and business owners to build and maintain awareness of flood risk Offers multiple means and opportunities to trigger consumer action via Web, phone, mail, or direct agent contact Provides opportunities to engage consumers in a dialogue about their risk Reaches agents to inform and engage them to foster their selling of flood insurance Optimizes media programs by channel with respect to target propensity, cost-efficiency, and audience response (e.g., highest engagement lead) 3

4 Media Target 4

5 Media Usage Radio, TV, and digital provide the greatest reach against the target audience. 5

6 Consumer Path: Ad to Agent To effectively build awareness of a product or brand, the messaging must affect the consumer through a variety of channels throughout the day, not just in a single segment of their media consumption. KPI: Key Performance Indicator 6

7 All Media Matters Spurrier Media Group SnagAJob (Regional/National) Credentials Spurrier Media Group Credentials Paid media is only one tool for building awareness and incentivizing inquiry regarding flood insurance. Your own website, programs, and social media outlets engage consumers and drive them to your agency. FloodSmart provides numerous tools to optimize your owned media as well as purchase directional paid media. 7

8 Paid Media 8

9 National Media 9

10 National Cable National cable remains the primary direct-response medium for FloodSmart. DRTV provides the most efficient coverage nationally and delivers a base level of support to homeowners throughout the United States. DRTV presence is maintained throughout the year with a 1- to 2-week hiatus to maximize budget. 10

11 DRTV Network Sample 11

12 Radio Programming Sample News, Sports, Music, and Talk Programming 12

13 Device Use We use different devices throughout the day, each with unique values and limitations. 13

14 Digital Display Multiple layers and strategies ensure the most effective online display campaign for driving leads. We serve ads across all devices and optimize based on performance. 14

15 Residential Direct Mail 15

16 Search Paid and earned media efforts generally lead to online search. Search represents a pivotal venue where users are led from a place of awareness to conversion on FloodSmart.gov and Agents.FloodSmart.gov. 16

17 Paid Search 2014 Keyword Campaigns Flood Zones Regional Flood Flood Maps/Flood Risks Flood Insurance FEMA brand PSA Terms Updates Keyword Focus Seasonal and Geotargeted Campaign (PWM) Updated Landing Pages 17

18 Local Consumer Media Strategy An added layer of local media to high-growth or high-lapse markets during seasonal activity and high-opportunity periods to further support both acquisition and retention goals. Channels: Local Radio, Local TV, Geotargeted Digital Display, and Video 18

19 Local Media 19

20 Local Broadcast TV Broadcast television at a local level expands the national DRTV buy beyond cable networks. Program placement will target local news as this venue offers both buying efficiencies and engaging content. Additionally, this placement offers a somewhat unique opportunity to intersect with the consumer within content that is specific to their market. Non-news programming is included as efficiencies dictate on a market-by-market basis. 20

21 Local Digital TV Digital TV viewing has become an extension or alternative to broadcast or cable TV viewing. The line is so seamless, consumers often do not distinguish between the two. Including digital TV at a local level provides another layer of support to the local broadcast TV and national DRTV exposure and helps close the gaps on viewership. Adding digital ads to cable and broadcast TV (e.g., Hulu) will increase campaign effectiveness. 47% 40% 38% 27% 32% 30% 20% 22% TV only 14% TV exposure on Hulu TV + 3-4exposure on Hulu Brand Recall Message Recall Likeability 21

22 Local Radio Placements are made on local radio stations using formats that best reach the audience (e.g., Adult Contemporary, Country, News/Talk). Local radio succeeded in providing a significant increase in reach and frequency in the T1 markets. Additionally, Web visits experienced a 13% lift year over year during the spring schedule time frame. Local radio advertising also offers flexibility in messaging to relevant markets. 22 CPM: Cost-per-Thousand Impressions

23 Lessons from the Campaign Strategy Personalizing the Approach for Agents 23

24 Converged Media Market Level Spurrier Media Group SnagAJob (Regional/National) Credentials Spurrier Media Group Credentials Personalize Much of what is done locally with FloodSmart can also be done at the market or agency level. Add to this owned and earned assets. 24

25 Start with Your Website This is your consumer-facing brochure! It s a 24/7 storefront. It s how people contact you. It s how you build credibility. Keep it simple and concise. Make it easy for people to get in touch with you. 25

26 Make the Most of Your Online Storefront Use visuals. Focus on your clients. 26

27 Infographics 90% of information we remember is based on visual impact. Infographics easily collect and organize data. They re extremely shareable. Find this infographic on FloodSmart.gov/Partners. 27

28 Shareable Content By creating shareable content, you increase the reach of your social media. Each time your content is shared, it reaches a whole new audience one you may not have had access to otherwise. Make it easy to share by creating a short link or providing a Web code that can be easily copied and pasted. That s exactly what we did with several tools like the Cost of Flooding Tool. 228

29 Agent Lead Generation Once you have a effective website, it s time to drive people there to generate leads for your follow-up. In addition to national and tiered paid media, you can purchase media in your own market with personalized messaging to promote your agency. Local broadcast and cable can be expensive and require creative development as well. Because of this, they are less likely a channel. Nobody knows local radio like local businesses. You know which morning shows have the best team and who s traffic and weather is most popular. Radio also has a strong tie to community. Based on your budget, pick specific times of seasonality to place radio ads, and sponsoring weather and traffic with 15-second live reads removes the need for production costs. Out-of-home advertising is an efficient local media channel. Using billboards or transit advertising is a 24/7 message opportunity in your market. Keep it short and sweet at10 words or less, and use an engaging graphic and clear call to action, such as your URL or phone number. Outdoor ads typically are sold by the month, so planning when it makes most sense for your business cycle is key. 29

30 Agent Online Display Online display is a close proximity media channel for driving consumers to your website. Look for where your consumer is spending time online, not necessarily websites that originate in your market. How many minutes do you spend a day on local websites? The share of voice for local sites is quite small. Work with a company that can buy ads at the network level for you, so that you can reach places your consumer is visiting, wherever that might be. 30

31 Agent Social Media The conversations are happening be part of it and use it to your advantage. Stats 3 out of 4 online adults use some kind of social media. 7 out of 10 online adults use Facebook. 4 out of 10 online adults use more than one social media site. Most users check their social media accounts multiple times each day. Benefits Speed of information dissemination. Participation in online conversations. Ability to become a thought leader. Ability to become a source of information. 31

32 It Takes Dedication Dedicate a person to the execution of your social media plan. When was the last time you heard a breaking news story from a source other than social media? This is where the stories are and, therefore, where your consumers are. Having someone or some team committed to being current with the social media landscape providing relevant dialogue and information is key. 32

33 Track It Optimize It Track the performance of your social media to see what s working and what isn t. Monitor which days and kinds of posts are performing well in terms of engagement and interaction. Since monitoring social media produces real-time results, you can quickly understand ways to best interact with your audience. Such sites as Google Analytics can do this for you, and Facebook has its own reporting called Facebook Insights. 33

34 Plan It Out Create a plan. Set goals. Decide on tactics. Staff them correctly. Make sure messaging is on point. Track and optimize performance. 34

35 Good Starting Point: Agents.FloodSmart.gov Register for free referrals. Get information and tips on marketing flood insurance. Access tools to promote flood risk and flood insurance on your website. Find such resources as talking points, sales barrier busters, and fact sheets. 35

36 Templates Free customizable templates. Available for print, radio, and out-of-home ads. 36

37 Direct Media Buying Options #1 Capture interest generated by national advertising efforts Paid Search (SEM) layer on to national search effort don t compete Local Market Terms Branded Terms (driven by awareness) Flood insurance rates in Miami Smith Insurance Co. Insurance agents in Myrtle Beach Bob Anderson insurance agent #2 Build Awareness of own brand Recommended media schedule depends on many factors (e.g.): Agency size/advertising budget Market size/marketing area Media availability Recent weather events Competition Primary vehicles: Local Radio consider local talent, news/weather tags; stations can produce spot and even help write script Local print community newspapers can provide efficient coverage of a smaller and more targeted geographic area and are often better read than larger dailies Out-of-home smaller billboards (i.e. bulletins) are located on lower traffic routes (non-highway); they are lower cost and geographically targeted geo=-targeted display linked to your site 37

38 Resources Formats and 12+ rankers Also information at and Most markets have one or more of these reps (was CBS Outdoor) Either your state press services or direct contact with local sales for print. Community news papers typically have the better readership. Direct contact with Local Sales for cable or broadcast television 2 options: Google Display Network which you can access directly Small display specialist with advance buying tools and not many minimums Such as Meteora; jpl@meteora.co (Joseph Lane) Search: Google Ad Words 338

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