b2b marketing class four promotion kent lewis [email protected] :
TRANSCRIPT
Agenda
Class Project Update
Guest Speaker
PromotionAdvertising
Public relations
Site promotion
Case study: goodguys.com
News
Project
Drafts due today
Final marketing plan due next week
Questions?
Advertising
TraditionalPrintOutdoorBroadcastPOP
InternetBannersSponsorshipsText adsPay-per-click search enginesPaid directory listings
Internet Advertising
Banners are performing as poorly as ever
Overall ad spending continues to grow
Still confusion on measurement and ROI
Revisit objectives: branding or sales
Banners are best for brand protection or extension
Don’t let technology confuse the issue
Consider partnerships and sponsorships
Avoid intrusive ads
METRICS: impressions, clicks, leads, sales
Public Relations
TraditionalCollateral development and distributionEditorial calendar proactive pitchingEvents and press toursProduct placement, reviews and awardsInvestor relations, public affairs
InternetOnline publications, e-zines and e-newslettersNewsgroups and discussion listsHot site awardsLink development
Public Relations
Develop a strong news roomPress releases, coverage Case studies, backgrounders
Drive offline traffic onlineIntegrate online PR activities
Ezines and newslettersNewsgroups and discussion lists
Leverage partnerships for additional coverageUnderstand online editors
DeadlinesEmail-based communications
METRICS: quality and quantity of ink, perception
Site Promotion – Paid
Search engines drive a majority of traffic
Optimization and promotion time consuming
Pay-per-click engines guarantee placement
Minimum bid: .01 to .05
Average monthly minimum cost: $25
Bid management software available
Popular PPC engines:Google
Overture
FindWhat
Sprinks
Site Promotion – Unpaid
Engine algorithms evaluate text and tags
Develop targeted keywords and description
Focus on accepted industry terms
Stay on top of latest developments
Promote and track site regularly
Automate process with WebPosition
Things to avoid: Frames
Dynamic URL strings
Overuse of graphical text
Flash and intro pages
METRICS: unique visitors, referring URLs
Case Study: Schering Plough
Objective:• Generate customers for Hep C treatment
Challenges:• FDA regulations• Low-brow competition
Strategy: • Develop functional site for search
engines• Generate traffic from online resources• Qualify visitors for Be In Charge program
Results: • Generated over 200 links in 4 months• Increased top 30 rankings by over 250%• Averaging 21% click-through on PPC
Case Study: goodguys.com
Market research
Content development
Site Marketing
Metrics
Market Research
Customer feedback – BizRate
Visitor feedback – Tell Our Boss
Log file analysis – WebTrends
Primary research – i-op, phone survey
Secondary research – IPA
Usability analysis – ExpertEye
BizRate Survey
Tell Our Boss (modified)
Tell Our Boss – Tracking
Corporate Email
0
5
10
15
20
25
30
35
Positive Neutral Negative
goodguys.com Email
02468
101214161820
Positive Neutral Negative
Email Type
0
2
4
6
8
10
12
Order Status CustomerService
Sales Marketing Site
Total Emails
31
32
33
34
35
36
37
38
39
40
goodguys.com Corporate
Content Development
Why Buy From Us
Tell Our Boss
Manufacturer links
Press Room
Clearance section
Email newsletter signup
Affiliate signup
Home Page
Manufacturer Links
Press Room (defunct)
Email Newsletter – Signup
Affiliate Program – Signup
Clearance Section (defunct)
Site Marketing
Optimization and submission – WebPosition
Keyword testing – Overture
Public relations – Oregonian
Advertising – Reel.com tradeout
Contests and promotions – Lockergnome
Shopping engines – techbargains
Email newsletter – Good News
Strategic partnerships – Tower Records
Affiliate program – BeFree
Shopping Engines
Affiliate Program
Metrics
Customer feedback – BizRateVisitor feedback – Tell Our BossLog file analysis – WebTrends Secondary research – IPA Sales data – conversion, customers, av. sales
Results:BizRate rating increased 1 point to 8.5Customer and visitor feedback improvedSite traffic up: uniques, frequency, durationVisibility increased: more inbound links, search resultsSales up: improved conversion, more new customers
Resources
www.befree.com
cyberatlas.internet.com
www.goodguys.com
www.i-op.com
www.overture.com
www.payperclicksearchengines.com
www.webposition.com
www.webtrends.com
B2B Marketing
Final plan due next weekFinish SilversteinBring in news, questions and commentsSee you next week
Kent [email protected] http://www.anvil-media.com/b2b