SLIDESHOW_All Presentations _Interactive Sales Conference_02!15!2012

8/3/2019 SLIDESHOW_All Presentations _Interactive Sales Conference_02!15!2012

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Strategy & Development

Session 1, 9:45-10:30


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Lesson Objectives:

Lesson Objectives

a) Understand the differencebetween commodity vs.

consultative selling

b) Understand the differencebetween campaign objectives branding vs. direct response

vs. both

c) Understand the new metrics &touch points of engagement


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Commodity vs. Consultative Selling

Commodity Sellers

Focus on Price Limited definition of

success Clicks, CTR, CTA

Objectives driven byimmediate response

Success often more afactor of ad creative andlanding pages


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Focus on valueof media Define Success by:

Understandingand defining

objectives Creative, unique

opportunities

Holistic approachto media channels

Consultative Sellers

Measurement focus on interactions, engagement, adeffectiveness

Understand media and marketingWalk in your customers shoes and think like themMarketing builds relationships with high value customers


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The Consultative Approach

Solution Orientation

WIIFM

Creative Exchange of Ideas

Competencies

Joint definition of metricsand success

Willingness to optimize,iterate

Educate client


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Sell More By

Educating clients onInternet media bestpractices

Manage expectations

Increase market share Demonstrate online +

offline synergies

Increase spending byexisting advertisers

Encourage non-online advertisers to buy online programs Show advertisers how to build brand equity

Increase reach & frequency

Maintain presence (recent)


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Definition of Integration

What it Isnt Not repurposing print ad

or TV spot into a banner

Not token gestures ofadding online totraditional mediaschedule because youhave online

Not additional inventoryjust to increase size of

sale Whats best for meeting

clients objectives


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Possible Campaign Objectives

Direct Response -Promotional method in which a prospectivecustomer is urged to respond immediately and directly to theadvertiser, through the use of a 'device' provided in theadvertisement. These devices (called direct response

mechanisms) include a (1) coupon to cut and mail, (2) businessreply card, (3) toll-free telephone number, or, on the internet, (4)hotspot to click. Most retail sale advertisements are directresponse ads in one way or the other.

Both

Branding -

The process involved in creating aunique name and image for a product in the

consumers' mind, mainly through advertisingcampaigns with a consistent theme. Brandingaims to establish a significant anddifferentiated presence in the market that

attracts and retains loyal customers.


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Branding

Frequency, Reach

Focus on the

QUALITATIVEnuances of each

channel

How will you engage the consumer?

Are there innovative targeting opportunities?

What type of creative can be used?


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Direct Response | Engagement

Focus on the QUANTITATIVE elements

What are all the different types of possibleengagement responses?

Are there any unique targeting opportunities tohelp maximize performance?

Do pricing modes and rate ranges fit into thesuccess model?


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Typical Engagement Measures


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Exercise

Review the engagement measurementlist on the Product Planning Guide

Hand out the engagement activity list,

1 per team. They have 10 minutes to

come up with what products they

would use to activate each of the 4

engagements and why they would use

that product. Have them flip chart out their responses

Have the group share their results (5 10minutes)


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Questions/Group Discussion


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Media Research & Planning

Session 2, 10:30-11:15


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Media Planning & Research

Lesson Objectives

a) Learn what are the businessmust haves to reach

consumers.b) Understand what kind ofbusiness and consumerinsights are helpful in planningan advertising campaign.

c) Learn and receive researchtools that are helpful inidentifying business strengthsand weaknesses.


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Who is the audience?Who is the audience?

Where is the audience?Where is the audience?

How do you reach this audience?How do you reach this audience?

Media Research & Media Buying


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Digital Media Attributes for Consumers

Engaging and Interactive

Cross-platform Expectation, Living a

Multi-Screen Life

Greater Option forContextual

Relevance

Presumed Immediacy of Information

New Forms ofEntertainment

Degree ofControl OverExperiences

Facilitates Discover, Sharing, Overall

Socialization


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Digital Media Attributes for Marketers

Enables ConsumerEngagement

Provides Relevant Media Environments

Immediacy ofData and Key Learning

Communicational and Transactional

Ability to Connect and Deepen ConsumerRelationships

All 4 Ps of Marketing + 5th P

Product

Price

Place/Distribution

Promotion

+Participation


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Group Discussion

Example:

telephonenumber, email

address


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Research Tools

Helpful places to find greatinformation:Subscription Tools:

eMarketerComScoreKantar, TMS

Their site, the competition: Product,Price, OfferSocial media: Facebook, Twitter,Yelp, LinkedIn, YextAlerts: Google, YahooFree tools regarding their website:

Website GraderCompete.comQuantcastGoogle Ad Planner


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Business Insights

Business Analysis Competitive Analysis

Market Share

Pricing

Digital Visibility

Page Rank of Website, traffic, audience

Local Search Results Organic, Maps, Paid (Google, Yahoo, Bing)

Mobile visibility, optimized website rendering across many

platforms

Facebook Twitter Yelp Foursquare

Content Presence blogs, videos, press releases

Declining | Growing areas of the business

Pain Points | Needs


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Consumer Insights

Who buys/uses the

product?

What media are your

customers using? (media

touch-points) Where are they going

online/offline where

advertising could follow &

engage them? What social groups are

they engaged with?


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Exercise

Handout the UT Ad PlannerWorksheet.Select one person from each group to come up and take a card witha particular type of business on it.They will be the business owner. When they return to their groupsthey will role play and group members will take turns asking the needs

analysis questions to the business owner.Once the groups have completed the worksheet the group willsummarize the following on a flip chart:

1. The needs of the business (as determined by the questionsasked).

2. The agreed upon advertising objectives and measurement

3. Have each group summarize their findings to the entire group.

Needs Analysis-Determining Advertising Objectives


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Channel Planning

Session 3, 11:15-12:00


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Lesson Objectives:

Lesson Objectives

a) How the consumer digitalaptitude has evolved.

b) Understand branding mediachannels versus directresponse channels inselecting media channels toreach campaign goals and

objectives.c) Understand how digital is

different than other advertisingmediums.


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Digital Aptitude is Changing

Internet is Everywhere We No Longer log

on We Live in the

Internet

Digital aptitude will be

the entry level

assumption to succeed

with todays consumer


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Channel Planning


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Exercise

Each group will have a ChannelPlanning Chart with sales funnel and

Channels listed

P

ut a post it note in the columns androws you feel would be a primary

objective of that media channel

Put a post in note (different color) in

the rows you feel would be a

secondary objective of that media

channel


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Lets Review yourResults

Each group will

share one or twochannels and the

primary and

secondary effects

the channel mighthave in the sales

funnel

Group Discussion


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Channel Planning


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Degree ofConsumer Control

Increased Contextual Relevancy

Data and Technology Driven

Immediacy of Data

Communicational and Transactional

All 4 Ps of Marketing + 5th P

Product

Price

Place/Distribution

Promotion

+Participation

How Digital is a Very Different Medium


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Media /Audience Buying

Session 4, 12:00-12:45


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Lesson Objectives:

Lesson Objectives

a) Understand our targetingoptions to find the rightaudience and get the bestresults for the advertiser.

b) Understand how to selectaudience options based on

previous research, planningand client needs analysis.


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Audience Buying

Who is the audience?

Where is the audience?


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Demographic portion of the population

Ethnicity, gender, age, income, education, sexual orientation, religion,

occupation, personality traits, value and attitude differences, differences

in skills and abilities, household type, marital status

Targeting Choices

Contextual /Network/

Domain ads served

based on content auser is engaging with

Behavioral ads served

based on a users

behavior such as

searches and orbrowsing history

Geographic ads served

based on a users

geographical location


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Targeting ChoicesKeyword ads served based on

keywords entered by the user orkeywords

ChannelPrint/Audio/Video/Event(sensory channels)

Day-Part serving ads at certaintimes of the day, week orseasonally

Technographic targeting based on the technology a consumeruses to access the internet, browser, PC vs. Mac, etc.

Coming:

Retargeting allows advertisers to reposition ads in front of aconsumer on sites other than their own in the future in aneffort to get the consumer to return to their site and continuethe relationship


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Media Selling Vs. Audience Selling

Media Selling

Surrounding EditorialEnvironment

Role of relevant contentand contextualplacements User connections to andinteractions/engagement

with environmentAudience Demographics

Associated with Media Branding Dominates

Audience Selling

Finding/Targeting theAudience Outside theContent/ContexutalEnvironment

Capturing/using dataand applying analytics

Audience Behavior is

Key to Performance Predictor of desire

Requires Optimization


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Audience Science

Serving the most

relevant ads to

the rightaudience at the

right time for less

waste and betterresults.

Source:

http://www.audiencetargeting.com/


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ExercisePass out an Advertiser-Product Card to each group. Each group

selects 2 matching audiences/media products based on Advertiserinformation and describe how you would target each audience:

Targeting Answer the following questions: Why?

Demographic What Demo would you target?

Contextual/Domain What Site Sections would you target?

Behavioral What Behavioral categories would you target (select 3)

Geographic What Geographic area

Keyword What Search Keywords would you select if this was a PPC campaign?

Channel What print/audio/video/events would you choose?

Day-Part What days of the week or weeks of the month would you select?

Technographic Would you choose a type of computer or browser?

Demographic portion of the populationEthnicity, gender, age, income, education, sexual orientation, religion, occupation,personality traits, value and attitude differences, differences in skills and abilities, householdtype, marital status

Contextual /Network/Domain ads served based on content a user is engaging withBehavioral ads served based on a users behavior such as searches and or browsing historyGeographic ads served based on a users geographical locationKeyword ads served based on keywords entered by the user or keywordsChannel Print/Audio/Video/Event (sensory channels)Day-Part serving ads at certain times of the day, week or seasonallyTechnographic targeting based on the technology a consumer uses to access the internet,

browser, PC vs. Mac, etc.


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Creative Development

Session 5, 1:45-3:15


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Lesson Objectives:

Lesson Objectives

a)Understand what impactscampaign outcomes andperformance.

b) Learn why landing pages areimportant and tips formaximizing conversions.


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Engagement Outcome Review

Website VisitEmail Open

ViewView ThruClickImpressionCommentRatingReviewFacebook LikeTwitter Follower

Newsletter Sign-UpAudio ListenVideo ViewIncrease Ranking/VisibilityMobile TapEntry contest, sweepstakesLead Capture FormPhone CallShareBuild Email Database

Maps/DirectionsEmbedsCopyPrintTime spentShare of Voice

Posts to blog or discussion boardSeek additional informationDownloadInvolvement with ad (mouse over, etc.)Forward to a friendProvide feedback or suggestionReferralsPage ViewsQR Code Interaction

Dealer VisitPurchaseCoupon redemption/downloadTake a Survey


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Participatory Ad Units drive engagement activities andwork to achieve campaign objectives

What impacts engagement?

Good Creative

Rich Media Higher CTRs with Rich Media

Flash, Video Ads, Interactivity Multiple creative executions

Avoid Banner Burn-Out by running multiple creative, ad sizes


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How Many Creatives Required/Campaign?

Consideration Message/Offer

Length ofCampaign

Multiple Targets | Sites |Media Channels

Frequency


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What Impacts Click-Through Rates (CTR)

Call-to-Action Higher CTRs with

Specific or

highlighted call-to-

action

Use of multiplecall-to-actions

Use specific call-to-

action, not just ClickHere

Download/Buy/Order

/Book/Apply Now


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What Impacts Engagement Rates CTRs

Messaging /Offer

Offers impact

CTR andconversions

Certain words(ie., free) will

get higher CTRs


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Messaging /Offer

Broader offersget higher CTRs,

but lower

conversion rates Messages/offers

for specific

products with

benefits mayhave lower CTRs

but higher

conversions


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M

essaging /Offer Messages/offersfor specificproducts withbenefits mayhave lower CTRsbut higherconversions

Differentmessaging/offersfor differentstages of thepurchase process


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Messaging /Offer

Differentmessaging/offers

for differentstages of the

purchase process

h l k h h


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Targeting Higher CTRs when messages

are targeted versus run-of-

site (ROS)

Different creative needed fortargeted segments

What Impacts Click-Through (CTR)

ld d


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6Tips For Building a Smarter Ad

ld d


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6 i ildi S Ad


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Wh t I t Cli k Th h R t


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What Impacts Click-Through Rates

Placement Ads above the fold get higher CTRs

Ads on home pages get lower CTRs

Use home page for exposure (branding objectives)

Ads in targeted, opt-in newsletters get higher CTRs

h Cli k h h (C )


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Ad Size

Larger Ads get higher CTRs

High Impact Ads get higher CTRs

Video Ads get higher CTRs


F


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Frequency

Frequency

Point ofDiminishing Returns

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Frequency

C ti D l t


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Advertising Creative

The magnetic connection between business needsand consumer awareness, engagement and recall.

L di P


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Landing Pages

Where the

A

ction Happens! Redirects from Clicks

Conversions on Landing Pages Higher than onWebsite Home Page

Follow Best Practices Maintain Creative Consistency Repeat Offer and State Benefits Limit # of clicks to complete Graphics Placement Keep Top Left Limit info collected Placement of form Limit non-converting links & options


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Exercise Hand out advertiser needs analysis scenarios.

Groups are to plan an ad campaign to deliver the desiredadvertiser objectives.

Each Group determines:

1. Media Channels (display, email, deals, contests, mobile,

video, audio, events)

2. Audience Targeting

3. Design 2 Ads with Landing Pages for 2 of the Media

Channels youve selected

4. Share with the group your ad campaign along with a story

board of the creative to achieve the objectives listed on the

advertiser scenario.

Creative Considerations:Theme/Colors/Photos

Call to Action

Branding vs. Direct Response

Engagement Activities

Unique Fresh Ideas to achieve desired results

/


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Tracking & Measurement

Session 6, 3:15-3:45


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L Obj ti


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Lesson Objectives:

Lesson Objectives

a)Become familiar with display,email, video and searchreporting.

b)Understand what conversionsare, how to calculate them andwhy theyre important.

c)Learn the secret to campaignsuccess through controlling thedata using UT landing pages.

Tracking and Measurement


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Tracking and Measurement

How are consumers interacting and engaging with the advertising Identify areas of engagement, original baseline measurement & track

progress

Engagement mapping

Audience Behavior

What Happens After the Click


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What Happens After the Click

Post Impression Performance

More people will visit the site

Increased click streams

Online conversions

More SearchP

erformance Increased CTRs on search ads

Increased search impressions

Increased inbound traffic from organic/natural listings

Offline Activity Increased coupon redemption

Increased store traffic

More inbound traffic - phone calls, emails

Basic Digital Measures


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Basic Digital Measures

Audience Measures

Unique Visitors

Page Views

Sessions/visits

Composition

Time spent/session length

Duplication

ReferralActivity

MarketingMeasures

Reach

CPA, CPC

Frequency

Conversions

CTRs

Ad Delivery Reports


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Ad Delivery Reports

Order NameOrderStatus Placement Name

PlacementAd Size

Impressio

ns Booked- Lifetime

ImpressionsDelivered Clicks CTR %

Totals 948,980 1,272 0.13

McMillin VIP Jan 2012 Complete ROS Shoppers BTReal Estate 300x250 300x250 61,875 61,563 81 0.13

McMillin VIP Jan 2012 Complete Real Estate 728x90 #1 728x90 0 26,021 49 0.19

McMillin VIP Jan 2012 Complete ROS Engagers BTReal Estate 300x250 300x250 61,875 61,768 108 0.17

McMillin VIP Jan 2012 Complete Real Estate 300x100 300x100 0 88,752 57 0.06


McMillin VIP Jan 2012 Complete ROS 300x100 (90% of total impressions) 300x100 111,375 111,249 23 0.02



McMillin VIP Jan 2012 Complete MobileROS 300x50 300x50 41,250 41,156 92 0.22



McMillin VIP Jan 2012 Complete Real Estate 728x90 #2 728x90 0 3,816 0 0

McMillin VIP Jan 2012 Complete ROS 300x600 V2 (90% of total impressions) 300x250 155,495 154,735 451 0.29

Mixpo Video Reports


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Mixpo Video Reports

Email Campaign Reports


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Email Campaign Reports

Overall Stats

Search Reporting PPC Website SEO


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Search Reporting PPC, Website, SEO

PPC, Website, SEO, Local Organic

Focus on Conversions


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Focus on Conversions

Conversion A measurable or desired activity

usually after the click

Fill in a lead form, phone call, email, newslettersign-up, facebook like, retweet, video play, print

coupon, sms text message

Conversion rates are percentages calculated

by dividing the number of conversions by the

number of clicks, times 100

200200 2,000 = .1 x 100 = 10% conversion2,000 = .1 x 100 = 10% conversion

How to Get High Conversions


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How to Get High Conversions

A high conversion rate depends on several factors, all of which must

be satisfactory to yield the desired results -- the interest level of thevisitor, the attractiveness of the offer, and the ease of the process.

The interest level of the visitor is maximized by matching the rightvisitor, the right place, and the right time.

The attractiveness of the offer includes the value proposition andThe attractiveness of the offer includes the value proposition andhow well it is presented. It is worth noting that small, impulse itemshow well it is presented. It is worth noting that small, impulse itemstypically have a higher conversion rate than large, shopping items.typically have a higher conversion rate than large, shopping items.

The visitor's ease of completing the desired action is dependent on

site usability which includes intuitive navigation and fast loadingpages.

Conversion Focus Campaign Example


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Solution

An online advertising campaign that includesthe following elements was created:1. An engaging online ad that has a call to

action with a click through to a landing

page to learn more.

2. An optimized landing page that had asingular goal of converting qualified visitors tomembers of the new Web site. The landingpage incorporated the following best

practices:

An effective headline

Compelling and clear call-to-action

Well-articulated benefits

Content that helps build trust

Conversion Focus Campaign Example

Effective Headline

ClearCall To Action Easy Form

Trust

Campaign Insurance


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Campaign InsuranceThe #1 way to insure campaign success and

measure engagement and activity is to include anoptimized and mobile friendly landing page withbaked in Google Analytics that reports on: Page Views Unique Visitors Phone Call recording & tracking Data Capture Form emails Search Results (top organic keywords, paid keywords if

client has PPC campaign,

Bounce Rate

**Only $125/month and includes Keyword Optimized Domain Name

Exercise


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Exercise

Tightly Knit Group

Share your Yarn with the group.



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Analytics & Optimization

Session 7, 3:45-4:15


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Lesson Objectives:


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Lesson Objectives:

Lesson Objectives

a)How to use the Return On AdSpend Calculator.

b)Explain campaign engagementin a meaningful way.

c)Understand multiple ad

attribution its not just the lasttouch-point.



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Post and Ongoing Campaign Analysis

Satisfaction Repeat Orders

Optimization Means Increasing

Relevance & EffectivenessChannel Evaluation What channels - performed

the best and why?

Media Evaluation What audiences and

targeting performed the best and why?Creative Evaluation What creative and calls to

action performed the best and why?

Media Math


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Media Math

What the Numbers Mean

CPMs Cost per Thousand Impressions

CPC Cost per Click

Impressions Ads Served or Ads Delivered to aPage

ROAS Return on Ad Spend

Leads/revenue derived from media expenditures

Media Math Click-Throughs (CTR) & Conversion Rates


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g ( )

Click Through Rate (CTR) CTR = (Clicks/Impressions) x 100

(1,000/200,000) x 100 = .5% CTR (1,000/200,000) = .005 = .5% CTR

(100/200,000) = .0005 = .05%CTR

Conversion Rates* Conversion Rates = (Conversion/Clicks) x 100

*Next measureable activity after the click

Conversion data from client (200/1,000) x 100 = 20%

Data capture forms, newsletter signups, facebook likes, videoviews, sharing, download, print, coupon, in store visit, phonecall, comment

ROAS Calculator : www.UTCentral.Blogspot.com

Knowledge = Results


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Knowledge Results

Scenario #1 Leaderboard AdROS BannersScenario #2 MonsterAd

Scenario #1ROS Banners

Scenario #2BT Banners(most likely will have ahigher conversion % andCTRs

Good Campaign Planningand Back End Optimization

Targeting

Ad Size

Return On Ad Spend (ROAS)


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SameAd Budget

Medium Rectangle vs.MonsterAd

CTR difference between

MR & MonsterAd

Assumed higher conversionswith MonsterAd

BigDifference!

Assumptions

MoreC

onversionsLowerCost/Conversion

Return On Ad Spend (ROAS)

Make the Numbers Meaningful


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Make the Numbers Meaningful

"A

single death is a tragedy; a million deaths isa statistic. Joseph Stalin

Sell With a Focus on Outcomes


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Sell With a Focus on Outcomes

o Outcomes What Needs to Happen

Changes in business

Measurable results

o Dont Sell Features

Sometimes we are Feature Creatures

Features invite objections

o Turn Features into Advantages and Benefits

Features: Page views, unique visitors, time spent

o

Explain each campaign engagement in a meaningfu

l wayshowing how the recipient of their advertising leaned in to

voluntarily engage with the business either immediately or over

time with reach and frequency of the campaign

Media Attribution


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Media Attribution

Search + Display =Increased Effectiveness

Key Concepts


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y p

Search + Display Impact Offline Sales

The number of people reached by display ads ismuch higher than search

Even though sales lift among those exposed to a

search ad is higher, the total dollar sales gainedfrom display ads is larger than search

Key Concepts


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y p

Multiple Attribution =CountALL Points ofContact

Search is typically last touch-point but gets all the credit

Exercise


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Post Campaign Possible Objections

Have each team list 4 objections on aflip chart page they may hear when

going over the campaign reports.



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Q / p

SLIDESHOW_All Presentations _Interactive Sales Conference_02!15!2012

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