Post on 12-Nov-2014
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How to Avoid Being the Next Victim of Brand Conquest
#SMX • Presented by Tad Miller of Marketing Mojo
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PRESENTER
TAD MILLER Vice President of Accounts Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
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ABOUT MARKETING MOJO • Originally founded as Search Mojo • Demand generation marketing firm founded in 2005
› Search engine optimization (SEO)
› Paid media management » Pay-per-click advertising management (PPC) » Social media advertising
› Content marketing
› Marketing automation
› Analytics consulting
• Headquartered in Charlottesville, VA
› Office in Charleston, SC
• Featured in the Washington Post, B2B Magazine, MarketingSherpa, Visibility Magazine and many blogs
• Speakers at SMX Advanced, MarketingProfs, PubCon and more
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Conquesting With PPC
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WHAT IS “CONQUESTING” ? • A means to deploy an advertisement for one’s
products or services adjacent to editorial content relating to the competitor or the competitors’ products.
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YOU CAN ADVERTISE
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SO CAN YOUR COMPETITION
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ALL OF YOUR COMPETITION CAN…
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YOU CAN CONQUEST WITH PPC
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THE PROBLEM WITH PPC CONQUESTING
• You can advertise on the trademarked keywords
• You can’t use competitor trademarked words in your ad copy
› No bold ad text
• Usually 1 or 2 Quality Score out of 10
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YOU REALLY PAY A PREMIUM PRICE
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REALLY LOW IMPRESSION SHARE
• It can be a struggle to get impression share
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KNOWLEDGE GRAPH MAKES IT HARDER
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THE BIGGEST PROBLEM • Sometimes the best you can hope for is that
nobody wins the customer • Usually the lowest conversion rates of all
online marketing tactics
Like sitting through a 100 minute zero to zero tie soccer game…
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SO WHY DO IT ?
• Terrible Quality Score • Exponentially higher bids than TM owner • Difficult to Get Impressions • Worst Conversion Rates of all tactics
???
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THE MENTALITY
• Won’t spend a dime to improve their company…But will spend a fortune to try to destroy their competition
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THE LONG HAUL • Conquesting probably isn’t hurting your
advertising that much over the long haul › Provided the competition can’t use your trademark in
their ad copy
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BUT…
• What if you allow others to use your brand in PPC ad copy?
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THE MAZDA 3 TIERED NIGHTMARE
Tier I - Corporate
Tier II – Regional Dealer Association
Tier III – Local Dealer
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3 TIERS – SAME BRANDED KEYWORDS • A guideline was in place that suggested which
positions each tier should try for on each branded keyword
• Tier 1 OEM – Corporate would be #1 for: › Mazda, MAZDA3, Mazda Cars, etc.
› Tier 3 Dealers would try to be #2 for the same
› Tier 2 Dealer Associations would trail Tier 2 ad positions
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DIDN’T GET THE MEMO…
• The new agency managing Tier 2 bids didn’t use the guidelines.
• Tier 1 CPCs immediately shot up on brand keywords:
› Up $0.15 to $0.70 in some areas
› Potential to drive branded spend up millions $
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I MADE THEM CHANGE BACK
Change of Strategy
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LOWER POSITION DIDN’T MATTER
• Tier 2 bid lower to be in the 3 or 4 spot and got the same amount of conversions as the 2 spot
Same !
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COMPETITOR CONQUESTING, NOTHING TO WORRY ABOUT? RIGHT?
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READ THE ART OF WAR
• Sun Tzu wrote all about when to attack, where to attack, how to attack, what kind of ground to fight on, planning for your battle exit…
• It is THE strategy book for battle, business and PPC
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SUSCEPTIBLE IN THE SHORT TERM • Conquesting is a terrible long term marketing
strategy in PPC • But it can still ruin your day…and you might
have some special days planned
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IF YOU HAVE BIG BUZZ EVENTS, BEWARE
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REMEMBER THIS?
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LIGHTNING IN A BOTTLE • Mazda had unspent media funds combined with the Super
Bowl event opportunity created the possibility of the Conquest
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THE AUDIENCE WAS THERE
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THEY HAD FAVORABLY COMPARABLE ALTERNATIVE – MAZDA CX-5
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IT’S A MEDIA STACKING WORLD
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HONDA SOCIAL MEDIA SPILLED THE BEANS
• Jalopnik reported the leak • Honda then released a 10 second teaser video –
confirmed it
• Honda started the whole process of leaking the video early to get more eyes on it (Now everyone does it)
• They also told the world it would happen in the third quarter
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WHO, WHAT, WHERE, WHEN, HOW • Honda gave us every detail we needed to
attack: › Who: Honda CRV
› What: Ferris Bueller Themed TV Commercial
› Where: The most watched TV event in history
› When: 3rd Quarter of the Super Bowl
› How: Choose the ground to attack on - Ignore expensive advertising on TV – Steal the natural next step (Going online)
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CAMPAIGN SET UP • Bid on every possible Ferris
Bueller search keyword – AdWords & Bing Ads
• Bid on “Honda” and “Honda CRV”
• Same for Keywords Contextual Display
• Same for YouTube
• Plan for Max bidding in 3rd Quarter during the commercial’s release
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ADS WERE FUN Save Ferris How can he possibly drive that other SUV. Mazda CX-5 is coming. MazdaUSA.com Ferris Didn't Know The All-New Mazda CX-5 with SKYACTIV technology is coming. MazdaUSA.com It's a Fun Commercial But we have a better option. The all-new Mazda CX-5 with SKYACTIV. MazdaUSA.com Save Ferris How can he possibly drive that other SUV. Mazda CX-5 is coming. MazdaUSA.com
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• Average Ad Position of 1
• Dominated every device type (desktop, mobile & tablets)
• Over 4 days of advertising about 13,000,000 impressions at position 1
• Record Conversion Day
• Record Vehicle Feature Views
• Record CX-5 traffic
• Dominated YouTube
LIKE A TRAFFIC BOMB WENT OFF
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A TINY FRACTION OF THE PRICE • Super Bowl Ads = $3.5 Million
for 30 seconds › Honda had a 60 second ad
(possibly $7 Million) • Mazda stole the next natural
step that ad viewers now do (search for it)
• Did it for a very tiny fraction of $7 Million
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IT’S NOT JUST ME…
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HOW TO PROTECT YOUR BRAND • Don’t be the next brand conquest victim
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BE PREPARED TO SPEND
• Bid and Budget heavy (online) for the special events
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CLOSE THE LOOP
• Close all of the loops with offline marketing
› Bid on “Bueller”
Offline
TV
Online
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LEGAL STUFF • File your trademarks with Google to prevent
use in competitor ads
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DON’T SPILL THE BEANS • Don’t give away all the details in advance
› Social Media metrics can wait
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BEWARE CONTEXTUAL CONQUESTS
• Ensure your ads are along side all possible articles about your new products or special events (contextual display ads)
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IT WILL ALL BE OVER SOON • Wait for the buzz to wear off
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TAD MILLER Vice President of Accounts Marketing Mojo
@jstatad + Tad Miller
MARKETING MOJO Twitter: @MarketingMojo Facebook: facebook.com/MarketingMojoAgency Google+: +Marketing Mojo
THAT’S ALL…