ERA Omni-Channel Marketing

Transcription

1 ERA Omni-Channel Marketing Presented by: Tom Shipley - Co-CEO, Atlantic Coast Media Group Craig Taylor - VP Marketing, Positec Kelly Perdew - Co-founder & CEO, TargetClose

2 What is Omni-Channel? Centralized, Integrated Messaging Centralized, Integrated Messaging. Tailored offers by channel all driving call to action Telemarketing Web search/research /review/compare BUY Transact In Store Experience, 1on1 engagement 2

3 Step 1: Collecting and Normalizing Data Across All Available Channels Direct Navigation (desktop/ mobile) Direct 800 Display/ Prospecting Retargeting Search Organic + Paid E-tailers (Amazon) Home Shopping Retailers Social Media and Video 3

4 Step 2: Selecting Appropriate Tools Research, Planning, Modeling Leveraging a combination of 1 st party data (customer DB) + 3 rd party syndicated research tools: target audience insights, share of voice and competitive intelligence. Tracking, Measurement, Optimization, Reporting New vendors arriving every month to facilitate qualitative and quantitative analysis and optimization. 4

5 Step 3: Understanding Your Customer Decision Journey The old communication paradigm is evolving into a new purchase process of constant information gathering & social conversation The Marketing Funnel (Old) The Customer Journey (New) 5

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7 Walled Garden: Owning the 1 st page of Google A walled garden not only increases your search visibility to potential consumers, it also protects you from competitors. Brand protection, brand awareness, search ranking domination, extended reach Secure and optimize organic results as well as all other digital channels (SEM, PLAs etc) and social outlets. Blog Organic SEM Blog Wikipedia Google + News/PR Tumblr Video YouTube Pinterest Images Dolce Advertiser Gusto Facebook Google+ Twitter Facebook Twitter LinkedIn Shopping Pinterest Wanelo Knowledge Graph Video Linkedin Wanelo 7

8 Walled Garden Example Official Site Expanded Site Links & High ROI categories Strong CTA Brooks Brothers OWNS Page 1 search results, leaving no room for competitive visibility presence (ie Ralph Lauren, Macy s) Clear User Value Prop New Rich Snippet Direct Search Field Organic Site Links Google + Places Wikipedia Google + Yellow Pages Wikipedia Facebook Pinterest Yelp PAGE 2 SOURCE: t&ion=1&espv=2&ie= UTF-8#q=Brooks+Brothers1 Twitter Brooks Card YouTube Instagram Google + Brooks Corp 8

9 Our Brands Launched 2010 Launched 2011 Launch

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11 Start with minfomercial 11

12 Creating a Campaign 1 Test Media/Creative Cost Net Cost (incl. Sales) Net Profit through 2013 Date Time to Develop Radio TV Outbound Outbound 9 Creatives over 4 Months $41,000 per creative x 2 Weeks 5 Days x 10 Agents x 8 Hours x $10 / hour $185,000 $82,000 $4,000 $12,300 Profit $12,900 Cost N/A $710,000 $2,700,000 $790,000 Nov-09 Apr-11 Aug-11 3 Weeks 1 Month 1 Month E-Comm $10,000 Set up $10,000 N/A $3,800,000 Nov-11 2 Months 5 HSN/QVC $10,000 Set up $10,000 N/A $1,000,000 Feb-12 2 Months 6 Next: Salon/Retail 2014 Launch N/A 12

13 Sustaining and Improving the Campaign Q: What is a better marketing message? A. Thicker, Fuller Hair (Larger Market) B. Hair Regrowth (Smaller Market, Premium Prices) Focus Groups 1 Test Media/Creative Cost Net Cost (incl. Sales) Time to Develop Results Paid Search (Google SEM) 2 Ads $13,500 each Regrowth vs. Thicker / Fuller $27,000 $4,000 Profit 1 Day Reduce CPA by 16% 2 Radio (Quick, Efficient) Regrowth vs. Thicker / Fuller A/B Testing 2 Creatives x 2 months $39,000 $9,300 Cost 4 Weeks Reduce CPA by 26% 3 HSN/QVC Regrowth over Thicker / Fuller N/A N/A 2 Months 3:1 Sales 13

14 Positec is a new breed of global company engaged in the manufacture and marketing of power tools, lawn and garden equipment and accessories. 2 Brands 4000 Employees Retail Partners 12 Countries 14

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17 Rockwell Omni Channel Campaign Q New Bloggers Digital Celebrity Partnership GOGO Digital /Sweepstakes Media Tour / Times Square Billboard In store Merchandising Retail stores 10 Radio Markets Print / Lowes Advertisement 40M Impressions National TV 40% increase in lift over baseline YOY From 49% PY 69% CY 22% increase in media efficiency YOY at Retail (POS) 17

18 TargetClose enables marketers to get the right user flow in front of the right customer to optimize for higher conversion, higher average order value, or a bigger lifetime value. 18

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20 Case Study: Nescafe Dolce Gusto - Offer Kits; Continuity or multi-pay or one-shot (as an upsell) built into the check out flows Highly complex offer configuration with continuity model of multiple flavors of coffee 20

21 Nestle (Cont d): Media Spend Result: The conversion rate lift from Flagship desktop to HPC desktop was over 76% Result: The average order value lift from Flagship to HPC was over 81% 21

22 Trends Media $pend vs. Orders Media Spend $600,000 $500,000 $400,000 $300,000 $200,000 $100,000 $0 TV spend Digital Spend Orders BedBath&Beyond Target Amazon Display Orders Social Orders SEM Orders TV Orders Retail Call Center + Web Weeks Q Every $100K increase in TV $pend lifts Ecommerce sales by 21-32%* and lifts Retail by 20-23%* Media Spend to Retail Sales have a correlation of.72 Media Spend to Web+ Call center has a correlation of 0.9 * Seasonality impact EXCLUDED. Seasonality results in almost 35-50% increase on both.com and Retail. 22

23 Last Click vs. Attributed Conversions Last Click Orders Attributed Orders Other 13% Retail 24% Min Form (5 min.) 28% Other 5% Retail 14% Display 5% Social 4% Min Form (5 min.) 43% Display 0% Social 1% Search 20% Infomercial 14% Search 8% Infomercial 21% Digital attribution is based on what touch point the consumer initially came on. Eg. User came on keywords that are advertised on TV ads, then TV gets credit for the conversion On retail, as there is 20-23% lift each week time when Media (TV + digital) is ON. 10% of Retail was driven by TV alone (24% last point conversion vs. 14% attributed conversion) 23

24 Summary Think and build Omni-Channel from the start Envision customer journey to moment of truth Understand and select appropriate tools Always test-measure-test (Creative, Offer, Path, Media) Orchestrate across channels to understand and grow ROI 24

25 Thank you! Tom Shipley - tom@atlanticcoastmedia.com Craig Taylor - craig@positec.com Kelly Perdew - kelly@targetclose.com 25