URBAN STYLE

ISOLATING THE PROBLEMCompany: Urban Style

Size: 8 locations: AZ, UT, and CA

Buyer: 25-45 Young Urban Professionals

Product: Imported Italian furniture

Problem: Dropping Sales, Decline in Foot Traffic in Stores

Asking the Right Questions

Gets you the right answers

1. What does Urban Styles want to achieve?

2. How can Urban Styles achieve this?

3. Where, when, and in what manner can all these goals be met?

4. What is a useful way of tracking success?

APPROACH IS INTEGRAL TO STRATEGY

BRANDING IS BEFORE PACKAGINGAS PACKAGING IS BEFORE DISTRIBUTION

“Can you imagine what I would do if I could do all I can?”

The Great Sun Tzu

MASLOW’S HIERARCHY OF NEEDS1943 A THEORY OF HUMAN MOTIVATION

VIRAL TIMES CALL FOR VIRAL MEASURES

25% WORLD USES INTERNET

Online advertising by the World’s four largest Web advertising companies (Google, Yahoo, Microsoft, and AOL), ramped up to 10.2% in Fourth Quarter to $9 billion

Online advertising is no longer just an option today, it is a requirement for any business, small, medium, large, local, global, viral.

THE QUESTION IS NOT IF NOR WHEN BUT HOW. HOW?

Reasons Behind Unsuccessful Online Marketing Strategies;

90% of Webmaster attempts at Online, Affiliate, and Social Marketing FAIL

HOW?Poorly chosen channels.Poorly chosen content, usually:

bad, unsustainable, or uninteresting.Poor direction.

Most Online Marketers forget their target audience.Most Online Marketers forget about Search (SMOSEO).

FEW MARKETERS REMEMBER THE IMPORTANCE OF BRANDINGWHICH HAS STOOD THE TEST OF TIME

What does a 15 secs attention span get you?French company Alenty clocked the average

time spent on online ad and media sites to be 8 to 15 seconds

In the Wide World that is the World Wide Web, how do you catch any web reader’s attention so quickly?

The Foundation to any durable solution to this problem:

Branding

Or better, NOT branding

NOT BRANDING: A STRATEGIC APPROACH

THE LOVEMARK

TRINITYKevin Robert’s idea won $430 Billion Advertising Account for JCPenney

In 2010, traditional sex as we know it no longer sells on its own. Sex is no longer a taboo. It is hardly one on the Internet. It is everywhere all over the Internet. Belonging, romance, attachment, stability, security, these are the new absurdities, fantasies, and fetishes of our time.

“New Money” wants:1)Class2)Establishment3)Attachment4)Heritage5)Sense of entitlement

URBAN STYLES AS A LOVEMARK

Urban Style is not in the business of selling furniture. It is selling a concept.

Urban Style is selling a passionate dream for many within the new young professional urban middle class within reach of their

sights, smells, and touch.

Associated words, themes with furniture. The following come to my mind immediately: settlement, home, gathering, meal, being still, rest, peace, family, security, sharing, togetherness, comfort.

A picture speaks 1,000

words but when placed with

purpose, those words are

heard.Creating a personal buying experience must begin with the branding, or non-branding, of the

product. The advertisement on a Webpage or Paper Magazine spread is not simply peek at Urban Style’s furniture catalogue. It is also a

peek of what can be for our demographic. Never underestimate the power of human loneliness.

Those who flock to online buying and all adults of all ages of our decade suffer from a sense of

loneliness at best detachment at worst.

VIRAL STRATEGIES

WEBPAGEA webpage is without question essential in online marketing.Universal McCann Wave 3 report: 346 million blogs, 307 million visit friend’s social networking sites, 160 million subscribe to RSS feeds.

Successful commercial webpages employ engaging narrative images, interactive videos, games, utllizes blogs, websites, Twitter, Facebook. A webpage is the modern

business card.

Forgetting about SEARCH is the main cause of online marketing failures.

4 STEPS TO SEO Search Engine Optimization (SEO) is a marketing technique to increase the flow of traffic to a website for free. This is different from Search Engine Marketing (SEM).

STEP 1SEO TARGET MARKET BIZ ANALYSIS:Consider how search engines work and what people search for

Base website analysis around meta sets/keywords, visible text, code to determine how well positioned your webiste is for search engines, employ competitive analysis, examine content of keywords to present engine rankings, competitive web sites to determine an effective engine positioning strategy, utilize Google universal search, attempt to unite all search results (web, video, news) on a single platform

Video AdvertisingBasic Stats

32% check out company’s website22% check out banner ad that accompanied video16% talked to friends and family about it15% went to store to check out product13% requested info on product12% made a purchase9% forwarded info to friends, family

Step 2Keyword Research and Development

Keyword analysis, compare competitors’sWebsites for clues, prioritize keywords, take intoAccount misspellings, baseline raining Assessment, understand where you are in order to assess future rankings, assess goals and Objectives

Keyword tools: range from 2 to 5 words, search phrases, keyword phrases, queryphrases, relevant to site’s goal, theme, and subjet matter

Step 3Content Optimization and SubmissionCreate page titles

Meta tags, place strategic search phrases on page, integrate selected keywords into your web site source code and existing content on designated page, develop new sitemaps for Google and Yahoo!, make it easier for search engines to index site, submit website to directories

Step 4Test and Measure

Analyze the programs implemented to achieve success, maintenance with ongoing modification of keywords

Webhosting:Immotion.comIpage.comJusthost.com

Webpage Average Cost Guide

AVG HOURLY RATESStudent/Offshore: $15-30/hrFreelancer/Company: $25-75/hrExpert Consultant: $50-250Professional Firm: $75-200

BUSINESS BLOGS

WHAT IS A BLOG

A website usually maintained by groups that offers commentary and ideas for a broader

audience.

RSS FeedReal Simple Syndication allows readers to get

updated content via websites such as Google Reader and allows news and blog content to be sent directly to a user’s email.

Tyson ExampleLaunched food hunger relief blog

One of the first blogs to bring people together with a passion for hunger relief

Was authentic and highlighted companies working to solve hunger

Launched food donation program

Translated to improved brand recognition which led to more sales

SOCIAL BOOK MARKS, SOCIAL

NEWSSites such as digg and delicious.com turn

the consumer into a brand ambassador

Influences other users to read specific content

SOCIAL MEDIA

Advantages of Social

Networking Sites

Increased Traffic

Increased brand awareness

Improved search rankings

Reputation Management

Allows you to monitor conversations

Social Marketing Research Who is likely to buy my

product or participate in my service offering?

What websites are visited by my target demographic most often?

What are people saying about my business to competitors?

What kind of content does my audience read?

Consumer Endorsement

When the consumer embraces your product or company, they will advocate it to their friends

and collogues

Alliance Campaign

Localized Blog In Phoenix there are no local

blogs relating to interior design, furniture, and architecture

Over 1000 furniture and design shops in Phoenix area

Bring in like minded businesses to create a local blog

Establish yourself as an expert

Distance yourself from company – consumers won’t listen to a marketing message from a company

Reach out to company’s existing client base for initial readers

Review local company’s products to gain visibility

Advertise local businesses via banner ads

Benchmark: Measure Success?

Track hits from month to month

Monitor entrance and exit pages – which one brings in the most visitors, which one causes them to leave

How long visitors spend on a page – see which page holds their interest and which page needs to be modified

Track keyword searches

Watch pagerank over time

Check link popularity

Use google analytics, indextools, click tracks, websidestory, haveamint and omniture to track success of program

COST-BENEFIT IN SPECIFIC SCENARIO

win-win-win

ImpressionsGross Rating PointsCost Per Thousand ImpressionsNet ReachAverage FrequencyFrequency response functionsEffective reachShare of voicePageviewsClickthrough rateCost per clickCost per orderCost per customer aquiredVisitsAbandonment rateBounce rate

DETERMINING COSTS

In light of benchmarks

TIMELINE

win – win - win