brandbuilding – offline and online. brandbuilding – why bother and what’s working today 3...
TRANSCRIPT
Brandbuilding – Offline and Online
• Brandbuilding – why bother and what’s working today
• 3 Steps – It’s not always an ad
• How Online mixes with offline
• Measuring your ROI impact
So why bother to build a brand?
• It saves money– Greater lead flow– More efficient use of expensive sales
time– Faster close rates– Higher pricing
• The only path to preference
We Believe in Sweet Spot Marketing
• Find where profit lives
• Don’t say what you do. Say what you do BETTER
• Encircle with consistency, balance, efficiency, repetition
SweetSpot
Direct MailMessage
PRMessage
ShowMessage
Web SiteMessage
AdMessage
EmailMessageBrochure
Message
Budget Priorities – How Much for All This?
Average spend: 3.5% of sales
Survey says:- Less than 1% 57%-1-2% 29- 3-4% 0- 4-6% 7-DNA 7
- 28% increased- 50% no change- 0% decrease
Budget Priorities – How Do You Compare?
Print ads 22%Online ads 9Web 28DM – Postal 1Email 3PR 3Shows 11Research 3Collateral 11Sales tools 8Other 3
We All LOVE Online…
• Print ads 17% 50% flat• Online ads 7 36% increase• Web 22 43% increase• DM – Postal 1 57% flat• Email 2 43% flat• PR 2 43% flat• Shows 9 43% flat• Research 2 36% flat• Collateral 9 29% flat• Sales tools 6 36% flat• Other 2
Brandbuilding Today Depends on Impact Marketing
• Getting to Preference by…
1. Comparative Messaging
2. Not Just Leads
3. Online Excellence
4. Act Like a Leader
The BrandBuilder Process
• Competitive message review
• Competitive ad schedule review – print and online
• Review of current client positioning (superlatives, USP, etc.)
• Review of competitive brochures/web sites
• Review competitive product/pricing
• Literature review
• Review of competitive markets targeted, describe those markets (growing, declining, market needs, etc.)
• Plot out competitive strengths
Message Analysis-Are We In Tune?
SCP The world’s most innovative technology…Industry leader for 25 yearsClose customer relationshipsExtensive installed base provides deep resources
TEL Global scope“TEL's sophisticated tools outperform competitive systems in process performance and Cost of
Ownership.”
Akrion High reliability/quality for high throughputLower cost of ownershipAdvanced technologyProven sales/market acceptanceGlobal support capabilities
DNS High reliability for constant productivityWorldwide customer base
The Benefits of Leverage
• Consistency of message• Consistency of graphics• Consistency across platforms• Consistency across divisions
• Whatever happened to Mama Ragu?
2. Not Just Leads
• It’s all about “A” leads
• Custom list building
• Mining your own database for the “meat in the middle”
• Rigorous lead qualification
You Already Believe in Lead Qualification
• Lead volume 14%• Lead quality 43• Cost/lead 7• Brand preference 7• Other 14
Finding the Most Profitable “A” Leads
Increase Lead Flow
More ProfitableCustomers
$$ $
$ $
Sales Funnel
Travel Faster
Cheaper Than $300Sales Call
Lead Management
TechSupport
ShowsWebinars
DirectMail
Web
PREditorial
Ads
Dat
abas
e M
arke
ting
& F
ulfil
lmen
t
Tele
mar
ketin
g Q
ualif
icat
ion
A
A
A
B
B
B
C
B
C
A
A
A
B
B
B
B
Qualified
Sale
s
Non-qualified
A Leads:Request for information with qualification.Any personal contact.B Leads:Request for information without qualification.Key event source.C Leads:Request for information without qualification.Non-qualified source.
Layer the Tactics
• Repetition Works
• 100 leads typically close:
- 2% on first contact
- 3% on second contact
- 4% on third
- 10% of fourth
- 81% on fifth
(SME Study)
#3. Online Excellence
• Top of the search engines is a must
• 93% say they don’t go beyond the first page
Keyword Advertising
(COST: 98 cents / click)
(COST: 33 cents / click)
(COST: $1.05 / click)
Now: who needs brand-building?
Organic Checklist: How Do You Get To Page 1?
• Meta Tags• Home page text• Page Titles -- different for every key page• Alt tags• No frames• No doorway/flash intro pages• No white type on white background• No pop ups• No disabling the “Back” button• Site Map• Submission services: SCAM
Keyword Checklist: How Do You Get To Page 1?
• Go organic, and THEN buy keywords for words too competitive
• Do I buy Yahoo vs. Google or more?
• Change your words• Build in a Conversion Tracker • Third place is better than first
What Keywords To Buy -- Yahoo
Keyword #/Month #1 Spot
Die-Casting 2,773 $12.00
Foundries 6,961 $1.31
Investment Casting 2,731 $3.99
Lost Wax Process 135 $0.51
Metal Castings 2,879 $3.00
Sand Casting 1,785 $2.80
SAVINGS $23.61
Online Seminars
• Polling allows for qualification• Dramatic price discounts•Generates 40% new leads
The Metrics Support Email Programs
• 4.26% overall CTR (3.3% national average)
• 2.3% rented
• 4.57% internal
• 1.8% unsubscribe
• 9% reject rate
Cost/Lead
• Email, $25 for rented, $4.50 for internal
• Shows, $250
• Print ads, $80
• Direct Mail, $25-40
• PR, $10-20
Online Advertising Analysis
Modern Matl’s Hdlg.Logistics Mgmt. Material Hdlg. Mgmt.DC VelocityInbound Logistics
35,00052,00022,00054,00045,000
85,831150,000115,000
350045,000
$120 Cost/M$120 Cost/M$69 Cost/M$583/month$2200/month
$.12$.12$.07$.17$.05
Total Site Traffic
Banner Impressions Cost
Cost/Impression
Effective Web Design Principles
LeadCapture
SEOGraphic
Consistency
ComparativeMessages
Message Impact
Analyzing Web Performance – Our Benchmarks
• Cost/impression – 1-2 cents
• Cost/click -- $10
• Banner response -- .2% - 2%
• Time spent/session – 6-7 minutes
• Page views/session – 6-7
• Abandon rates – 20%
You’re Active Online
• 64% collects sales leads and monitors monthly stats from their web sites
• 36% buy keywords, 71% monitor rankings• 57% buy banners• 100% use email “regularly”
• But your results seem “conflicted:”• Very Satisfied:
– Web 50%– Banners 7– Search engines 29– Email 50
3. Online Excellence
• Other thoughts:• Appropriate web site budgets, with
more message than flash• Vertical search• Role of email in long-term sales• New tools: Salesforce.com +
Exact Target/”contextual ads”• Old tools: banners
4. Act Like a Leader
• Leaders run print advertising, especially when everyone else stops
• Does anyone read print magazines anymore?
4. Act Like a Leader
• Leaders run print advertising, especially when everyone else stops
• PR is a preference-builder
The Value of PR
“PR starts the fire, then advertising fans it. Otherwise, advertising is just hot air."
Al Ries, author of "Positioning, The Battle For Your Mind“
Brand managers report PR is most critical technique for building brand: - 51% PR - 44% Ads - 21% Sales promo - 17% Internet
• Preference • More Efficiency In Your Sales
Machine– More Leads…– At a Lower Cost Per Lead…– At a Higher Quality…– Leads to More Sales at a Lower
Marketing Cost.
The Impact Marketer Wants Two Objectives
“I know half of my advertising is wasted.
I just don’t know which half.”
John Wanamaker
When You Measure Your Leads…
• Joel Goldstein
• Goldstein Group Communications
• www.ggcomm.com
The Rest Of The Story…