bringing your digital audience through · facebook tabs s time spent on the facebook mobile app per...

Bringing Your Digital Audience Through

the Front Door

Online to Offline

Selling Everything

But it’s not so simple

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Measuring and tracking ROI was the #1 concern for franchisors in 2014

The New Customer Journey

www

Consumers Go Online For Purchase Decisions

of smartphone users say they consult their phones on purchases they’re about to make in a store.82%

of online consumers agree that the quality, timing and relevance of a company’s message influences their perception of a brand.

69%2015

“Near me” searches have grown 2X in the past year.

Mobile Has Completely Shifted How Consumers Shop

EXLNCIA BRGRAMERICAN BISTRO & BAR

FACEBOOK TABS S

Time spent on the Facebook mobile app

per month (441 minutes) finally surpassed

time spent on Facebook’s website (391)

minutes

DEALSSSSS

Consumers will spend $5.5 billion by

2016 on daily deals, flash sales and

other online discounts, up 53% from

$3.6 billion this year

CLICK TO CALL L

LLeads generated from click to call

campaigns are 12-15 times more likely

to convert than leads generated from

website forms

LOCAL

50% of mobile searches are

conducted in hopes of finding local

results. 61% of those searches

results in a sale

TWITTER

Twitter’s top mobile client is

m.twitter.com (Twitter’s mobile

website) with 14% of total users

CLICK TO EMAIL

Email has reared its head and is now a

viable, most powerful mobile call to

action

of all Internet activity in the U.S.

originates from mobile devices60%

What pieces do you connect to create an “online” to “offline”

conversion?

The Real Formula to Increased Conversions

Reach the right customers

Through the right channels

At the right time

With the right message

Conversions

=

How do you track your consumers’ online actions?

Conversion-Tracking Tools and Drivers

Geofencing Conversiontracking pixels

Digital coupons

Knowing who your audience is and what behaviors affect purchases at your business.

Targeting young people Targeting older folks

Reach the Right Customers

Through the Right Channels

*For both the franchise brand and individual franchisees.

SEARCH

SEO

PPC

Retargeting

Maps listings

SOCIAL

Organic posts

Paid ads

Review management

EMAIL

Targeted

Opt-in

Through the right channels

*For both the franchise brand and individual franchisees.

SEARCH

SEO

PPC

Retargeting

Maps listings

SOCIAL

Organic posts

Paid ads

Review management

EMAIL

Targeted

Opt-in

Find the right mix of solutions for your business

At the Right Time

The same search is made for different reasons — depending on the time.

With the Right Message

Craft the right message for the right audience.

Who has done this well?

Warby Parker

Online-First Mentality

• Started as online-only eyeglass manufacturer

• Affordable, high-quality, on-trend

• Heavily advertised on Facebook and PPC

• Targeted younger demographic

• Bridged online-offline gap with first retail store in 2013

Sporting Goods Retailer

Family-owned legacy sports equipment franchise with no e-commerce platform.

Used digital coupons in PPC ads.• Trackable through POS system• Competitive conquesting element

• People searching for “Dick’s Sports” or competing retailer got a discount coupon for the sporting goods retailer

Solution: PPC + Facebook Ads

Case Study: Pinot’s Palette

Campaign Details

Search Advertising (PPC)

• Locations: 4 corporate locations (+11 franchise locations added over the course of 2015)

• Goal: Drive prospects to purchase painting classes on their website

– Actual class purchase = Conversion

Reach the Right Audience

• Women ages 35-55

• Certain locations have significant success with women 25+ and teens as well

Demographics

Targeted 10-15 miles around each location

Location

Each location has its own unique targeting mix

Through the Right Channels

Using a conversion-tracking pixel, Pinot’s Palette was able to measure each PPC conversion.

Targeted keywords:Fun Paint Parties, Ideas for Corporate Events(among others)

With the Right Messaging

Pinot’s PaletteBring Your Friends, Have A Drink & Be Inspired By Our Local Artists!www.pinotspalette.com/MemorialCity

We Do Corporate EventsLooking For A Creative & Unique Idea? We Can Help. Learn More Here!www.pinotspalette.com/Galleria

Sip Wine & Paint With UsBring Your Friends, Have A Drink & Be Inspired By Our Local Artists!www.pinotspalette.com/Galleria

PPC Results

From October 2014-October 2015 for the 4 corporate-owned locations:

• CTR: 3.55%

• Conversion Rate: 4.84%

• 1,232 conversions

Generated at least $46,816 worth of sales in a 1-year period

*Based on minimum $38 order

Campaign Details

• Locations: National – All locations

• Goal: Drive prospects to purchase painting classes on their website

Facebook Ads

Reach the Right Audience

• Uses current email lists

• Creates audiences with similar attributes

• Targets ads to those new potential customers

Facebook Lookalike Audiences

Created with an emphasis on users interested in paint and wine

Persona

Each region has their own lookalike audience

Through the Right Channels

Pinot’s Palette has:

• Entertainment-based offer

• Similarities in audience preferences

Why Facebook Ads? Facebook isn’t for shopping.

Compared to…

• An auto-repair franchise

With the Right Messaging

Generated at least $79,002 worth of sales in a 4-month period

*Based on minimum $38 order

Facebook Ad Results

From June to September 2015:

• 4,751,481 impressions

• 2,079 conversions

• Grew fan base by 6,240 likes

• $14.33 – average cost per conversion

What is the real secret to increasing conversions?

Finding the right mix of solutions for your business

Recap

Reach the right customers

Through the right channels

At the right time

With the right message

Conversions

=

Q&A

Learn MoreThe Facebook Playbook

for FranchisorsFranchising’s Take on

Digital Marketing

www.godigitalmarketing.com/ifa

Thank You!