46 Birmingham Parkway | Boston, Massachusetts 02135 | 617-254-5000 | www.ovrdrv.com

Online and Offline Integration

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American Internet Usage

The internet reaches 62% of adults and is used for an average of 108 minutes on an average day, far out pacing print media.*

*Data taken from “A Day in the Life: An Ethnographic Study of Media Consumption” conducted by Ball State

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What The Research Says: Spending Growth

William Blair & Company / CIMA Survey, March 2007

Traditional advertisers continue to migrate online19% growth expected for 07Imagine spending in Radio or DM growing 19%

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What The Research Says: Spending Growth

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What The Research Says: Spending Growth

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What The Research Says: Spending Growth

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What The Research Says Is Working

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The Headlines

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Silo Based Marketing and Optimization

PPCSEO

Online Advertising

Offline Advertising

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Integrated Marketing and Optimization

PPCSEO

Online Advertising

Offline Advertising

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Online and Offline Integration Tactics

Staffing and Training Strategy Creative Media Tracking and Analysis

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Staffing and Training• Look for people trained in print with web design qualifications

-Nicole, Parametric Technology

• Look for people with web writing capabilities - copywriters with concise writing style that translates well to the Web

-Bill, MFS

• Take print designers, and train them on the Web onsite - from outside organizations

-Leanne, Appleseed’s

• Take advantage of vendors - bring them in to train and educate your staff

-Stephanie, Boston Globe

• Implement an internal corporate Wiki

-Kathy from APC

• Subscribe to industry newsletters - ex: ClickZ, Web Marketing, Search Engine Watch

-Harry Gold, Overdrive Interactive

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Strategy

• Prepare for the long-term and ensure platform is technically sound, etc., even if it pushes back immediate needs

• Make your website more vertical overall by developing separate landing pages for various campaigns, with templates to accommodate different audiences

• Develop Business Compliance Guidelines (style guides) addressing online business rules in advance so your creative gets through compliance faster

- Jennifer from Vicam

• Start thinking about online and search earlier, don’t treat it like an add-on or afterthought.

• Think about how calls to action can take place online and can be weaved into your offline marketing activities

- Harry Gold from Overdrive Interactive

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Creative• Send your creative assets to an outside vendor for online production

- Jude, Comcast

• Do a Brand Awareness Campaign - direct consumer to landing pages and get them to register, using online calls to action which incorporate online and offline creative

-Bill, MFS

• Distribute Best Practice Guidelines for creative

-Chuck, Progress

• Use offers that include discounts - timely calls to action and a form fill out to collect info - have engaging content with embedded calls to actions

-Leanne, Appleseed's

• Appeal to consumers based on where they are located and what products are on sale in their area (to create sense of urgency) and allow consumers to choose conversion path

-Jude, Comcast

• Create valuable content, offer 60 day free trial, sign up for free newsletter, hints and tips - all points of contact that drive conversions

-Aaron, Constant Contact

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Media

• Ensure consistency in messaging b/w weekly circular and online, so consumer can access 24/7 because timing is everything- this allows them to act on deals immediately

-Brad, Target

• Use USPS service (Gray Hair Software for example) which uses technology to sync direct email delivery and email

-Mark

• Do budgetary planning upfront that includes online marketing as an equal component

-Allison, Comcast

• Do integrated/bundled media buys that incorporate online and offline elements and ask for online value ads when buying offline

-Harry Gold, Overdrive Interactive

• Use social networks and blogs which are more about creation than commerce, they are about the value of your content

• Use online and offline media as a spark to launch campaigns

• Media allows you to target specific groups of people online in more affordable way

-Kathy, Liberty Mutual

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Tracking and Analysis

Apply Tracking URLs in offline media- if possible use alternate domains

-Jennifer, Vicam

Compare offline dashboard and online dashboard to reveal lifts from integration in both areas

Measure the success of your marketing on actions that truly add to your bottom line – track far beyond clicks and click costs

-Harry Gold, Overdrive Interactive

Thank You

Download this presentation at:

www.ihaforum.org

Addendum – About Overdrive

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About Overdrive

Search and online marketing firm that focuses on brand building and customer acquisition in the online space

Achieve success by combining best in class:Marketing (strategy, search marketing, online media, email marketing, link acquisition, RSS feed content distribution)

Creative and conversion services (concept, design, copy, production)Advanced technology (development, serving, tracking, database)

Our Mission: Build Lasting Revenue ChannelsDeploy and expand turn-key marketing programs that quickly create brand awareness, capture leads and drive sales

Corporate Mantra: FlexibilityWe seamlessly integrate with existing agency relationships and complement resident skill-sets

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Service Menu

Search Marketing Strategy development

Natural search engine optimization (SEO)

Paid search management (SEM)

SEO PR

Link buying

Blog outreach

Site conversion optimization

Traffic analysis

Search presence tracking and analysis

Competitive search presence tracking and analysis

Search engine compliant copy development

Online Media Strategy development

Media planning

Media buying

Trafficking

Ad serving

Campaign tracking

Campaign reporting

Campaign analysis and ROI optimization

Online/offline media integration

Creative & Production Strategy development

Creative/brand development

Copywriting

Graphic design

Flash development

Rich media, gadget and widget development

Web site development

Web application development

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Current ClientsNon-Profit/EduB2B/Technology Consumer

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Contact

Harry J. Gold

CEO & Manageing Partner

617-254-5000 x 1100

hgold@OverdriveInteractive.com

www.OverdriveInteractive.com