b2b marketing class four promotion kent lewis kent@anvil-media.com :

B2B Marketing

Class FourPromotion

Kent Lewiskent@anvil-media.com http://www.anvil-media.com/b2b

Agenda

Class Project Update

Guest Speaker

PromotionAdvertising

Public relations

Site promotion

Case study: goodguys.com

News

Project

Drafts due today

Final marketing plan due next week

Questions?

Guest Speaker

Tom Byrnes

spark!

Brand Marketing Communications

tomby@easystreet.com

Advertising

TraditionalPrintOutdoorBroadcastPOP

InternetBannersSponsorshipsText adsPay-per-click search enginesPaid directory listings

Internet Advertising

Banners are performing as poorly as ever

Overall ad spending continues to grow

Still confusion on measurement and ROI

Revisit objectives: branding or sales

Banners are best for brand protection or extension

Don’t let technology confuse the issue

Consider partnerships and sponsorships

Avoid intrusive ads

METRICS: impressions, clicks, leads, sales

Public Relations

TraditionalCollateral development and distributionEditorial calendar proactive pitchingEvents and press toursProduct placement, reviews and awardsInvestor relations, public affairs

InternetOnline publications, e-zines and e-newslettersNewsgroups and discussion listsHot site awardsLink development

Public Relations

Develop a strong news roomPress releases, coverage Case studies, backgrounders

Drive offline traffic onlineIntegrate online PR activities

Ezines and newslettersNewsgroups and discussion lists

Leverage partnerships for additional coverageUnderstand online editors

DeadlinesEmail-based communications

METRICS: quality and quantity of ink, perception

Site Promotion – Paid

Search engines drive a majority of traffic

Optimization and promotion time consuming

Pay-per-click engines guarantee placement

Minimum bid: .01 to .05

Average monthly minimum cost: $25

Bid management software available

Popular PPC engines:Google

Overture

FindWhat

Sprinks

Site Promotion – Unpaid

Engine algorithms evaluate text and tags

Develop targeted keywords and description

Focus on accepted industry terms

Stay on top of latest developments

Promote and track site regularly

Automate process with WebPosition

Things to avoid: Frames

Dynamic URL strings

Overuse of graphical text

Flash and intro pages

METRICS: unique visitors, referring URLs

Case Study: Schering Plough

Objective:• Generate customers for Hep C treatment

Challenges:• FDA regulations• Low-brow competition

Strategy: • Develop functional site for search

engines• Generate traffic from online resources• Qualify visitors for Be In Charge program

Results: • Generated over 200 links in 4 months• Increased top 30 rankings by over 250%• Averaging 21% click-through on PPC

Case Study: goodguys.com

Market research

Content development

Site Marketing

Metrics

Market Research

Customer feedback – BizRate

Visitor feedback – Tell Our Boss

Log file analysis – WebTrends

Primary research – i-op, phone survey

Secondary research – IPA

Usability analysis – ExpertEye

BizRate Survey

Tell Our Boss (modified)

Tell Our Boss – Tracking

Corporate Email

0

5

10

15

20

25

30

35

Positive Neutral Negative

goodguys.com Email

02468

101214161820

Positive Neutral Negative

Email Type

0

2

4

6

8

10

12

Order Status CustomerService

Sales Marketing Site

Total Emails

31

32

33

34

35

36

37

38

39

40

goodguys.com Corporate

Content Development

Why Buy From Us

Tell Our Boss

Manufacturer links

Press Room

Clearance section

Email newsletter signup

Affiliate signup

Home Page

Manufacturer Links

Press Room (defunct)

Email Newsletter – Signup

Affiliate Program – Signup

Clearance Section (defunct)

Site Marketing

Optimization and submission – WebPosition

Keyword testing – Overture

Public relations – Oregonian

Advertising – Reel.com tradeout

Contests and promotions – Lockergnome

Shopping engines – techbargains

Email newsletter – Good News

Strategic partnerships – Tower Records

Affiliate program – BeFree

Shopping Engines

Affiliate Program

Metrics

Customer feedback – BizRateVisitor feedback – Tell Our BossLog file analysis – WebTrends Secondary research – IPA Sales data – conversion, customers, av. sales

Results:BizRate rating increased 1 point to 8.5Customer and visitor feedback improvedSite traffic up: uniques, frequency, durationVisibility increased: more inbound links, search resultsSales up: improved conversion, more new customers

Resources

www.befree.com

cyberatlas.internet.com

www.goodguys.com

www.i-op.com

www.overture.com

www.payperclicksearchengines.com

www.webposition.com

www.webtrends.com

B2B Marketing

Final plan due next weekFinish SilversteinBring in news, questions and commentsSee you next week

Kent Lewiskent@anvil-media.com http://www.anvil-media.com/b2b