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TRANSCRIPT
Bringing Your Digital Audience Through
the Front Door
Online to Offline
Selling Everything
But it’s not so simple
100% success
online
offline
Mea
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& T
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RO
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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’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
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
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!