master ppt 2010 roundtable
DESCRIPTION
R&A Marketing 2010 Roundtable Powerpoint. Presentations on PPC, SEO, Social Networking, Web Design, Email Marketing, Online Surveys and Marketing Integration.TRANSCRIPT
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THE WEB
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
We know…THIS IS NOTHING
NEW!
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Taking you from where you are to where you want to go…is going to involve going here:
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today we are going to:
Show you&
Teach you
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Tomorrow we are going to:
Give you the roadmap to get you there with products and services we have developed for everything you
have learned about today
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:10:30 am-12:30 am
Web DesignRafferty Pendery
Marketing IntegrationRick Doran
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:12:30 pm-1:30 pm
LunchAutism Speaks Speaker
Doug Krinsky
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:1:30 pm-4:30 pm
Social NetworkingDavid Lively
Email Marketing/Online SurveysKyle Doran
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:1:30 pm-4:30 pm cont.
Pay-Per-Click/SEOCarl Wochele
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:4:30 pm-5:00 pm
Guest SpeakerClay Campbell
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:5:00 pm-6:00 pm
Free Time6:00 pm-7:00 pm
Dinner
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2010 R&A RoundtableDeer Creek Lodge & Conference CenterMarch 28th-29th
Today’s Agenda:7:00 pm-8:00 pm
Guest SpeakerClay Campbell8:00 pm-???
One on One Time with R&A
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Get Cooking with “The New Media”
Prepared by Chef Rick Doran
Recipe Card
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Let’s take a look at the ingredients of
“The New Media”
Recipe Card
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1 cup “Media and Communication Trends”
½ cup “Search Marketing”
2 tsp “Social Networks”
1 cup “E-Mail Marketing”
1 tsp “Mobile Marketing”
Dash “Other New Media
1 can “Combining Traditional Media with New Media”
Combine all the ingredients with a great plan and learn how to survive in today’s volatile economy!
Recipe Card
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A fortress protects you and makes you feel safe. A strongly held belief is a fortress. It protects your view of reality. You
defend your fortress when you feel it’s under attack. But is every strongly held belief true? The sincerity of the believer does not determine the truth of the belief. Don’t panic, I’m not attacking your fortresses. I have no idea what you believe but I do know you have 4 categories of beliefs:1. Beliefs about GodIs he there or not? Does he care or not? Has he spoken to us or not? Is the future written or do you have free will? You have a belief. 2. Beliefs about SelfAre you essentially good or basically bad? Are you broken or whole? Do you matter? You have a belief.3. Beliefs about OthersDo others give to you or take from you? Can they be trusted? What do you mean to them? You have a belief.
A Fortress of Beliefs
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4. Beliefs about CircumstancesDo you shape your circumstances or do they shape you? Will they get better or grow worse? What do you really deserve? You have a belief.
Is there a chance that one of your beliefs is wrong and your fortress has become a prison?
I’m not a motivational speaker. I’m a business consultant. Stay with me.
Frances Frei of Harvard Business School says you cannot change a person’s behavior until you change their beliefs. I agree with her.
Feelings are the products of actions. Actions are the products of beliefs.
I teach how to change the behavior of customers by changing what customers believe. But in each instance, the first change of belief must happen in the heart of the business
owner.
Are you up for it?
Roy H. Williams
A Fortress of Beliefs
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Ad spending declined in 2009 at 4%Modest growth in 2010 of 2%Traditional media will decline through
2010New Media will experience double-
digit growth through 2010 – Online, Mobile, Videogame, Cinema ads and product placement.
Trends
Source: The Nielsen Company
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Ad Sales : 2009 - 2010
Source: Jack Myers Ad Sales Forecasts
2009 2010Media Share Growth Share GrowthNewspapers 14.7 -15% 13.2 -8%Broadcast Network TV 7.9 -4% 7.6 -2%Cable Network TV 8.5 3% 8.7 5%Broadcast Syndicated 1.4 0% 1.4 2%Local and National Spot TV 10.6 -10% 10.1 -3%Local/Regional Cable TV 2.8 -4% 2.8 2%Product Placement 4.9 15% 5.8 20%Videogame Advertising 0.7 45% 1 50%Cinema Advertising 0.4 8% 0.4 8%Terrestrial Radio 7.9 -10% 7.3 -6%Satellite Radio 0.2 20% 0.2 25%Consumer Magazines 4.9 -13% 4.7 -4%B to B Magazines 3.6 -9% 3.6 2%Custom Publishing 9.7 -2% 10.1 7%Online 12.4 14% 14 16%Out-of Home 3.3 2% 3.3 2%Mobile 0.6 40% 0.8 60%Yellow Pages 5.5 -12% 5 -6%Total 100 -4% 100 2%
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Why the Shift?
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Search Engine Marketing – The practice of employing search engines to help increase website traffic and sell products and services
Organic Search – results based on relevance to a search term or keyword
Paid Search – Ad listing served by keyword relevance
Search Marketing
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Community based websites where:
Users post biographical profiles, photos, video, artwork, games and much more
Blog in personal journalsIM and e-mailInvite friends to link to their pagesAdvertise in classifieds and more
Social Networks
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Social Networks
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80% of affluent consumers use social media ($100,000 income plus average age 45.9 years)
Shop –on line 4 or more hours per week
For the new demographic of younger people – If it’s not on the Internet - It doesn’t exist
Social Networks
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ImmediateIntimateAccurateLow CostFocused Audience
E-Mail Marketing
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Must be permission-basedBe correctly timed to invite users’
responseBe linked to website or landing pageOffer “forwarding” linksBe “rich” for better click-throughBe creatively comp0sed
E-Mail Marketing
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Mobile MarketingWireless content; on-
demand delivery when and where the user says- or not at all
Cost-effective message customization
Highly interactiveIn 2010, over 95% of the US
population will use mobile
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SMS (Short Message Marketing) Delivery of text-only messages typically no longer than 160 characters
MMS (Multimedia Messaging Services) Delivery of messages containing text plus multimedia objects
LBS (Location Based Services) Provides relevant content to user groups in a specific place
ALI (Automatic Location Information) Allows for exact pinpointing of cell phone location; combines with LBS to make content more relevant
Mobile Marketing
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Reebook’s “Run Easy” Campaign –Texted their favorite place to run – posted on runeasy.com
Website would have offers
Runners could sign up for text messages about special events or offers
Mobile Marketing
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It’s hip and hotIt’s cheap, credible and authentic
Dictated by users, not marketers
Not targetedYou Tube
Viral Video
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Viral Video
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Blogs- online journals expressing individual views and commentary
Webcasting – Video/Audio presentation that occur in real time.
Podcasting – Personally programmable audio media –Add video and it’s Vodcasting
Other
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Internet combined with traditional media boosts recall for the traditional media ads – and vice versa!
Advertising works first on a subconscious, emotional level, then on a rational level
Combining Media
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Attracting Customers
Media Channels
Traffic
Web
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Combining Media
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Vote On-LineFacebook SitesBlogsViral Videos
Combining Video
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To beat your opponent in a Game of Chess you need to plan every move
To beat your opponent in winning today’s consumer you need to plan every move
The Plan
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The Plan
Test
Execute
Monitor
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Analytics E-mail Response and E-Mail
Sign-ups Phone Calls Coupon Redemptions Purchases On-Line
The Plan
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Learn as much as you can Think about how to use New
Media for your business Find partners who can help you
learn the ropes and execute campaigns
Mentor employees so digital becomes second nature to them
New Media
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Allow advertisers to talk with
customers, not just to customers
New Media
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Businesses will live or die by the experience they offer
customers…. at every touch point including
the use of the “New Media”
ROE = Return on Experience
New Media
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The Nielsen CompanyJack Myers Ad Sales Forecasts
Second WindMarketresearch.com
Sources
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David Lively
Social Media 101
Is it really worth the
hype?
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YES
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How?
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What
do
you
want
to
DO?
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How does it end?
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Gruntwork Groundwork
1
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What does your
customer do
online?
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INFORMATION
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COMMUNICATION
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EXPRESSION
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CONNECTION
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Why?
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Are you leading the pack?
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Or are you following the crowd?
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What’s the buzz?
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Resources
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T E C H N O L O G Y
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Time
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Money
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Training
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Skill
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2Auditing
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Are youallin?
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Barriers
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Time
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Commitment
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Evolution or Revolution?
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Before you come out of the closet…
•Training•Expectations•Implementation
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3Goals
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Quantity
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Quality
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Who do you want to reach?
•Current Customers•New Customers•Staff
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What do you want them to
do?
![Page 94: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/94.jpg)
Now that you can talk to the
world…
what in the world are you going to say?
![Page 95: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/95.jpg)
NO self promotion
![Page 96: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/96.jpg)
Thought leadership
![Page 97: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/97.jpg)
Tips and Trends
![Page 98: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/98.jpg)
Living with your product
![Page 99: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/99.jpg)
Etiquette
![Page 100: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/100.jpg)
Measure success
![Page 101: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/101.jpg)
Tools
![Page 102: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/102.jpg)
Time
![Page 103: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/103.jpg)
Technology
![Page 104: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/104.jpg)
Talent
![Page 105: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/105.jpg)
Data
![Page 106: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/106.jpg)
4
![Page 107: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/107.jpg)
Time
![Page 108: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/108.jpg)
Money
![Page 109: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/109.jpg)
Technology-Spending
![Page 110: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/110.jpg)
People-Spending
![Page 111: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/111.jpg)
Who will lead?
![Page 112: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/112.jpg)
Payoff
![Page 113: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/113.jpg)
Financial Flexibility
![Page 114: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/114.jpg)
Current
Ad
Budget
![Page 115: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/115.jpg)
Current Customer Service Budget
![Page 116: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/116.jpg)
Current Store Operations Budget
![Page 117: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/117.jpg)
When it hits the fan…
![Page 118: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/118.jpg)
Refocus
![Page 119: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/119.jpg)
Retrain
![Page 120: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/120.jpg)
Higher Education 5
![Page 121: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/121.jpg)
Any SM geeks out there?
![Page 122: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/122.jpg)
Expectations
![Page 123: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/123.jpg)
Skeptics
![Page 124: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/124.jpg)
Fears
![Page 125: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/125.jpg)
Not knowing what to say…
…not knowing when to say it.
![Page 126: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/126.jpg)
Technophobia
![Page 127: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/127.jpg)
Fear of being stranded
![Page 128: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/128.jpg)
Setting Policy
![Page 129: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/129.jpg)
Details, details
![Page 130: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/130.jpg)
What must be said
![Page 131: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/131.jpg)
What must NEVER be said
![Page 132: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/132.jpg)
Code of Conduct
![Page 133: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/133.jpg)
Use of company time and tools
![Page 134: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/134.jpg)
Empowered
![Page 135: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/135.jpg)
Protect yourself
![Page 136: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/136.jpg)
One shot, one opportunity
6
![Page 137: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/137.jpg)
What do you see?
![Page 138: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/138.jpg)
Imitate
![Page 139: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/139.jpg)
Avoid
![Page 140: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/140.jpg)
Differentiate
![Page 141: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/141.jpg)
What do you want Ms. Jones to think?
![Page 142: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/142.jpg)
You talk…
But do you listen?
![Page 143: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/143.jpg)
Integration
![Page 144: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/144.jpg)
Evaluation
7
![Page 145: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/145.jpg)
Workflow
![Page 146: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/146.jpg)
Workforce
![Page 147: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/147.jpg)
Assumptions
Media
People
Communication
![Page 148: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/148.jpg)
Who do you like?
Are you surprised?
![Page 149: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/149.jpg)
So, what?
![Page 150: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/150.jpg)
Get out of the way
![Page 151: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/151.jpg)
Tracking
![Page 152: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/152.jpg)
![Page 153: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/153.jpg)
Email Marketing & Online Surveys/Forms
Kyle Doran
![Page 154: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/154.jpg)
Some Quick Stats247 billion
16,000 copies20 million
13.4 billion
![Page 155: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/155.jpg)
What is email marketing?
Nothing new to the world of marketing
![Page 156: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/156.jpg)
What is email marketing?
As marketers we evaluate the following with any medium:
1. Who are we speaking to?
2. What is the goal of this medium?
3. How are we going to measure success?
![Page 157: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/157.jpg)
What is email marketing?
What does deliver?1. Allows for targeting
2. It is data driven
3. It drives direct sales
4. Builds relationships, loyalty and trust
5. Supports sales through other channels
email marketing
![Page 158: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/158.jpg)
How does it work?
You’ve got to remember to
BE all about it!
![Page 159: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/159.jpg)
How does it work?
BE A model representative
![Page 160: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/160.jpg)
How does it work?
![Page 161: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/161.jpg)
How does it work?
![Page 162: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/162.jpg)
How does it work?
![Page 163: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/163.jpg)
How does it work?
BE Honest
![Page 164: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/164.jpg)
How does it work?
![Page 165: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/165.jpg)
How does it work?
BE Respectful
![Page 166: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/166.jpg)
How does it work?
![Page 167: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/167.jpg)
How does it work?
BE Relevant
![Page 168: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/168.jpg)
How does it work?
![Page 169: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/169.jpg)
How does it work?
![Page 170: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/170.jpg)
How does it work?
![Page 171: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/171.jpg)
How does it work?
BE Consistent
![Page 172: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/172.jpg)
How does it work?
BE Personal
![Page 173: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/173.jpg)
How does it work?
![Page 174: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/174.jpg)
How does it work?
![Page 175: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/175.jpg)
How does it work?
BE Up-to-date
![Page 176: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/176.jpg)
How does it work?
![Page 177: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/177.jpg)
How does it work?
BE Smart
![Page 178: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/178.jpg)
How does it work?Free!50% off!Click HereCall now!SubscribeEarn $Discount!Eliminate DebtDouble your incomeYou're a Winner!Reverses Aging"Hidden"Information you requested"Stop" or "Stops"Lose WeightMulti level MarketingMillion Dollars
OpportunityCompareRemovesCollectAmazingCash BonusPromise YouCreditLoansSatisfaction GuaranteedSerious CashSearch Engine Listings
![Page 179: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/179.jpg)
How does it work?
![Page 180: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/180.jpg)
So I can execute it—can I sell from it?
$43.62$6.85 vs. $19.33
11.9 to 27.8 billion
![Page 181: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/181.jpg)
Show me the numbers!Medium Direct Mail Email #1 Email #2
# Sent 10,000 Sent 1,000 sent 10,000
Amount Spent $4200 (.42 per) $100 $100
Response/Open 2% 20% 20%
Closing Rate 35% 2% 2%
Avg. Ticket $999 $999 $99
Cost per Response
$21.00 $.50 $.05
# Buyers 70 4 40
Cost per Buyer $60.00 $25 $2.50
Cost per Person .42 $.10 $.01
![Page 182: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/182.jpg)
I can execute, make money but I have no emails?
![Page 183: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/183.jpg)
I have very few—should I email?
YES!
![Page 184: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/184.jpg)
So I’ve been emailing…what’s next?
Continue the Conversation
![Page 185: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/185.jpg)
Online Surveys & Forms1.Online surveys are a great way to:
A. Receive FeedbackB. Showcase EventsC. Conduct Market ResearchD. Communicate with your
employees
![Page 186: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/186.jpg)
Online Surveys & FormsA. Receiving Feedback:
a) Customer Service Evaluation Forms
b) Product Reviewsc) Product Sampling Survey
![Page 187: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/187.jpg)
Online Surveys & FormsA. Receiving Feedback:
![Page 188: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/188.jpg)
Online Surveys & FormsB. Showcase Events:
a) Create an event registration formb) Follow up with a post-event
questionnairec) Send an evaluation form a friends
and family event
![Page 189: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/189.jpg)
Online Surveys & FormsB. Showcase Events:
![Page 190: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/190.jpg)
Online Surveys & FormsC. Market Research:
a) Create an online pollb) Conduct a surveyc) Discover new segments of your
audience
![Page 191: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/191.jpg)
Online Surveys & FormsC. Market Research:
![Page 192: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/192.jpg)
Online Surveys & FormsC. Market Research:
![Page 193: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/193.jpg)
Online Surveys & FormsC. Market Research:
![Page 194: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/194.jpg)
Online Surveys & FormsD. Employees:
a) Send an employee satisfaction survey
b) Create a company suggestion form
c) Publish a quick staff-wide poll
![Page 195: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/195.jpg)
Online Surveys & FormsD. Employees:
![Page 196: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/196.jpg)
Best Practices1.Ensure you are going to get response:
A. Craft a compelling invitationB. Find lots of ways to remind peopleC. Set an expectationD. Offer a reward or incentive of
some kindE. Tell (and show) ‘em why
![Page 197: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/197.jpg)
Best PracticesA. Craft a compelling invitation:
a) Build it into your sales strategyb) Create an online video inviting
open discussion
![Page 198: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/198.jpg)
Best PracticesB. Find lots of ways to remind people:
a) Paste links on your emails, web pages
b) Place information on your delivery packets, POP, in store handouts
![Page 199: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/199.jpg)
Best PracticesC. Set an expectation:
a) Specify how long it will takeb) Let her know how her
answers/comments are going to help
c) Let them know when results will be posted or how they will be
![Page 200: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/200.jpg)
Best PracticesD. Offer a reward:
a) Give them a prize/rewarda) Studies have found that
participation increases 5-20%
![Page 201: Master Ppt 2010 Roundtable](https://reader038.vdocuments.net/reader038/viewer/2022103114/5552b832b4c9052e568b5239/html5/thumbnails/201.jpg)
Best PracticesE. Tell (and who) ‘em why:
a) Inform what the purpose of the survey is
b) How are answers going to be handled
c) Keep the dialogue open—so they will respond again
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Let’s talk about evolution
Search Engine MarketingSearch Engine Optimization
Pay Per Click
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Throughout marketing history media has always evolved
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The evolution of media…
• SIGNS• NEWSPAPERS• RADIO• NETWORK TV• CABLE TV• SATELLITE TV/RADIO• COMPUTERS/ONLINE• MOBILE
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During evolution some things become extinct
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…while other things become endangered species that must adapt to survive
ME!
YOU?
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The point is…
• The emergence of a new medium is nothing new to any of us
• We know from experience that Ms. Jones preferences/media use will change
• Change creates opportunity for those that embrace it…and leaves behind those who don’t
• BUT…change happens so fast now that it can cause discomfort
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The “marketing DNA” we all know does not change online
• Define your target• Establish a relevant position for your products
and services• Reach as many qualified prospects as many
times as possible• Create a compelling reason to respond• Provide unparalleled service• Create a “seamless” experience from the first
point of contact to after the sale
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R&A Fundamental Belief
• A website is not just an online portal. It is an open invitation to Ms. Jones that should reflect the same values and ideals that a “brick and mortar” store possesses. Ultimately we are violating our “what you say VS what you do” mentality if the website does not live up to the store or vice versa.
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R&A online strategy
• True integration with offline media• Focus first on search strategies…online
advertising can grow as we learn more about Ms. Jones’ online habits
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What SEM is NOT
• SEM is not free• SEM is not easy• SEM is not static• SEM is not a replacement for a good web site
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SEMSearch Engine Marketing
SEOSearch Engine Optimization
PPCPay Per Click
Relational, organic search Transactional, paid search
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What is search?
Paid search
Organic search
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SEO: why it’s important to your marketing plan
• Internet use is the only medium growing since ‘04• 74% on the American population is now online and it
grows daily• 80%+ of internet users search sites thru either paid
or organic search (250M searches per day)• Organic searches are more trusted, 61% of searches
click on organic listings• Searchers are 6x more likely to click on the first 3
organic listings VS paid
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Search engine optimizationTitles
URL
Description
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What to look for in your SEO plan• Keyword use is maximized
– The right words properly placed– Title tag and page headers most important
• All links are fully functional– Frequent but not excessive
• Ideal page “weight”– File size not excessive– Spiders search text, not images
• Proper page indexing– Criteria differs by search engine
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What to look for continued….
• Ensure old pages are removed and new ones recognized– Site:yourwebsite.com to check– Fresh content increases searchability
• Effective URL strategy– Keyword, brand, geographic location, etc.
• Proper use of Meta Tags– Header tags, title tags, content tags, image tags
• Backlinks are optimized– Links increase searchability
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PPC: why it’s ALSO important to your marketing plan
• Majority of search funds spent today goes to PPC: $8.9B in ‘09
• More immediacy than SEO• Can support timed promotions• Placement is more reliable• Easy/quick to adjust
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What to look for in your PPC programs
• Keywords selected to maximize search– Adwords use most common search terms– Use more specific terms
• “Adwords” contain strong offer– Limited space to “hook” the searcher
• Use landing pages, don’t go directly to home page– Clearly reflects Adwords offer/message– Focus on what action you want taken
• Structured to achieve high page quality score– Adwords system looks at factors to determine relevance
• Gets high benchmark scores– Click thru, conversion
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Big Furniture Discounts3-way savings ends soonShop now for best selection, savings
AD WORDS LANDING PAGE
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Why use both SEO and PPC
• Pre-empts competition from both spots• Multiple listings increases click thru• Covers both long term (relational) and short
term (transactional) needs• Increases pure brand/name exposure
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Parting comments
• You will never get started with search engine marketing unless you budget for it
• You will not maximize the benefits of search engine marketing if your web site is not properly designed to turn traffic into sales
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WEB PLUS
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WEB PLUS
WHAT IS WEB PLUSEasy
User FriendlySales Driven
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WEB PLUS
HOW IS IT EASY?Made by people who understand retailersStraight forward monthly feeFull online product catalog that is set up for youIntegrated marketing intended to deliver results
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WEB PLUS
HOW IS IT USER FRIENDLY?Backend user log in where you
make your changesThe web specifics are done for you—just click submitProduct catalog where you select what you want
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WEB PLUS
HOW IS IT SALES DRIVEN?Product Catalog built to attract
any female shopperCurrent promotional offers are visible for Ms. Jones to seeGood SEO standards have been put in place to deliver proper search
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HOW IS IT SALES DRIVEN?
WEB PLUS
On the sidebar of your website you get:
A sidebar that describes your current promotion
A TV Spot/Video
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WEB PLUS
HOW IS IT SALES DRIVEN?
Let’s take a look at the product catalog to show what we mean:
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WEB PLUS
HOW IS IT SALES DRIVEN?
6 unique category groupings to display on the front page of your website
All Searchable Items
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WEB PLUS
HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/
Very important to good search and relevancy
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WEB PLUS
HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/living-room-groups/
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WEB PLUS
HOW IS IT SALES DRIVEN?http://www.abcfurniture.com/living-room/living-room-groups/tanya-living-room-
group
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HOW IS IT SALES DRIVEN?
Please refer to the handout
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WEB PLUS
IT HAS TO WORK ALL TOGETHERA good website is lost without a
good marketing strategyA good marketing strategy is lost without a good website
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WEB PLUS
IT HAS TO WORK ALL TOGETHERWEB PLUS
W/CONSULTINGWEB PLUS W/CALENDARWEB PLUS W/TRAVEL PLANNING
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WEB PLUS