II.1

BROOKS BROTHERS

Display Strategy Planning

April 2012

Charles de Gruchy

Ideal DTC digital marketing funnel approach

The ideal comprehensive digital marketing funnel is calling out to the target audience with strong marketing messages/offers regardless of where the consumer mindset is within the funnel. And utilizes a media portfolio approach in media planning/execution. Each media channel/placement serves a role in each section of this funnel. Best practices are applied to the media plan, buy, optimization and founded on 360 tracking/measurement

Awareness

Interest

Desire

Decision

Action

Problematic DTC Digital Marketing Approach

Awareness

Interest

Desire

Decision

Action

Focusing on bottom of the funnel only (affiliate, paid and organic search) inhibits ability to prospect and scale.

By Channel DTC Digital Marketing Approach

Awareness

Interest

Desire

Decision

Action

Display (Prospecting)

Non Brand Search

Social Media

Organic Non Branded Search

Display (Targeted)

Display (Facebook)

Display (Retargeting)

Branded Paid Search

Branded Organic Search

Affiliate

By Channel DTC ROAS Expectations

Awareness

Interest

Desire

Decision

Action

0.5

0.71.0

2.0

4.0

Display Drives Awareness

• Effect of Display on the rest of the Funnel…

• According to Comscore, Retargeting increases branded search by over 1000% within 4 weeks of ad exposure.

• Typical attribution report (Convertro example) showing path and influence by channel.

Attribution

Nordstrom Mix Seasonality• Nordstrom’s relies most heavily on Display and Search during holidays

Sep 2011 Oct 2011 Nov 2011 Dec 2011 Jan 2012 Feb 2012 Mar 2012 Apr 2012 May 2012 June 2012 Jul 2012 Aug 2012

TOTAL 7.7 5.4 4.6 4.6 1.9 2.8 9.2 2.9 2.9 1.5 3.3 2.2

Outdoor - 0.0 0.0 0.0 0.0 0.1 0.1 0.1 0.2 0.0 - -

Search 1.8 2.6 2.7 2.8 1.5 1.5 1.6 1.6 1.7 0.9 1.1 0.7

Display 1.1 2.2 1.5 0.7 0.3 0.9 0.6 0.6 0.2 0.3 0.8 0.7

Radio 0.3 0.1 - - 0.0 0.1 0.1 0.1 0.1 0.0 0.0 0.0

Newspaper 0.1 0.1 0.4 0.5 0.0 0.0 0.1 0.1 0.1 0.2 0.9 0.2

B2B - - - - - - - - - - - -

Print 4.1 0.3 - 0.6 - 0.1 6.6 0.4 0.5 0.1 0.4 0.5

TV 0.3 0.1 - - 0.0 0.1 0.1 0.1 0.1 0.0 0.0 0.0

Last Year 3.3 3.5 3.0 1.8 1.6 6.2 8.2 1.9 1.8 5.4 2.1

-

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

TOTAL

Outdoor

Search

Display

Radio

Newspaper

B2B

Print

TV

Last Year

Ralph Lauren Banners

Source: Moat.com

Burberry Banners

Source: Moat.com

JCrew Banners

Source: Moat.com

Tommy Hilfiger Banners

Source: Moat.com

Banana Republic Banners

Source: Moat.com

Vineyard Vines Banners

Source: Moat.com

Ann Taylor Banners

Source: Moat.com

Macy’s Banners

Source: Moat.com

Nordstrom Banners

Source: Moat.com

Jos A Bank Banners

Source: Moat.com