Brandbuilding – Offline and Online

Brandbuilding – Offline and Online

• Brandbuilding – why bother and what’s working today

• 3 Steps – It’s not always an ad

• How Online mixes with offline

• Measuring your ROI impact

So why bother to build a brand?

• It saves money– Greater lead flow– More efficient use of expensive sales

time– Faster close rates– Higher pricing

• The only path to preference

We Believe in Sweet Spot Marketing

• Find where profit lives

• Don’t say what you do. Say what you do BETTER

• Encircle with consistency, balance, efficiency, repetition

SweetSpot

Direct MailMessage

PRMessage

ShowMessage

Web SiteMessage

AdMessage

EmailMessageBrochure

Message

Budget Priorities – How Much for Print, How Much for Online?

Budget Priorities – How Much for All This?

Average spend: 3.5% of sales

Survey says:- Less than 1% 57%-1-2% 29- 3-4% 0- 4-6% 7-DNA 7

- 28% increased- 50% no change- 0% decrease

Budget Priorities – How Do You Compare?

Print ads 22%Online ads 9Web 28DM – Postal 1Email 3PR 3Shows 11Research 3Collateral 11Sales tools 8Other 3

We All LOVE Online…

• Print ads 17% 50% flat• Online ads 7 36% increase• Web 22 43% increase• DM – Postal 1 57% flat• Email 2 43% flat• PR 2 43% flat• Shows 9 43% flat• Research 2 36% flat• Collateral 9 29% flat• Sales tools 6 36% flat• Other 2

Brandbuilding Today Depends on Impact Marketing

• Getting to Preference by…

1. Comparative Messaging

2. Not Just Leads

3. Online Excellence

4. Act Like a Leader

The BrandBuilder Process

• Competitive message review

• Competitive ad schedule review – print and online

• Review of current client positioning (superlatives, USP, etc.)

• Review of competitive brochures/web sites

• Review competitive product/pricing

• Literature review

• Review of competitive markets targeted, describe those markets (growing, declining, market needs, etc.)

• Plot out competitive strengths

Message Analysis-Are We In Tune?

SCP The world’s most innovative technology…Industry leader for 25 yearsClose customer relationshipsExtensive installed base provides deep resources

TEL Global scope“TEL's sophisticated tools outperform competitive systems in process performance and Cost of

Ownership.”

Akrion High reliability/quality for high throughputLower cost of ownershipAdvanced technologyProven sales/market acceptanceGlobal support capabilities

DNS High reliability for constant productivityWorldwide customer base

The Benefits of Leverage

• Consistency of message• Consistency of graphics• Consistency across platforms• Consistency across divisions

• Whatever happened to Mama Ragu?

2. Not Just Leads

• It’s all about “A” leads

• Custom list building

• Mining your own database for the “meat in the middle”

• Rigorous lead qualification

You Already Believe in Lead Qualification

• Lead volume 14%• Lead quality 43• Cost/lead 7• Brand preference 7• Other 14

Finding the Most Profitable “A” Leads

Increase Lead Flow

More ProfitableCustomers

$$ $

$ $

Sales Funnel

Travel Faster

Cheaper Than $300Sales Call

Lead Management

TechSupport

ShowsWebinars

DirectMail

eMail

Web

PREditorial

Ads

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Qualified

Sale

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Non-qualified

A Leads:Request for information with qualification.Any personal contact.B Leads:Request for information without qualification.Key event source.C Leads:Request for information without qualification.Non-qualified source.

Layer the Tactics

• Repetition Works

• 100 leads typically close:

- 2% on first contact

- 3% on second contact

- 4% on third

- 10% of fourth

- 81% on fifth

(SME Study)

#3. Online Excellence

• Top of the search engines is a must

• 93% say they don’t go beyond the first page

Organic vs. Keyword

Keyword Advertising

(COST: 98 cents / click)

(COST: 33 cents / click)

(COST: $1.05 / click)

Now: who needs brand-building?

Organic Checklist: How Do You Get To Page 1?

• Meta Tags• Home page text• Page Titles -- different for every key page• Alt tags• No frames• No doorway/flash intro pages• No white type on white background• No pop ups• No disabling the “Back” button• Site Map• Submission services: SCAM

Organic Checklist: How Do You Get To Page 1?

• Meta Tags

Keyword Checklist: How Do You Get To Page 1?

• Go organic, and THEN buy keywords for words too competitive

• Do I buy Yahoo vs. Google or more?

• Change your words• Build in a Conversion Tracker • Third place is better than first

What Keywords To Buy -- Yahoo

Keyword #/Month #1 Spot

Die-Casting 2,773 $12.00

Foundries 6,961 $1.31

Investment Casting 2,731 $3.99

Lost Wax Process 135 $0.51

Metal Castings 2,879 $3.00

Sand Casting 1,785 $2.80

SAVINGS $23.61

Online Seminars

• Polling allows for qualification• Dramatic price discounts•Generates 40% new leads

Online Surveys

• Total stats reporting

• Most popular, least popular

E-newsletters

The Metrics Support Email Programs

• 4.26% overall CTR (3.3% national average)

• 2.3% rented

• 4.57% internal

• 1.8% unsubscribe

• 9% reject rate

Cost/Lead

• Email, $25 for rented, $4.50 for internal

• Shows, $250

• Print ads, $80

• Direct Mail, $25-40

• PR, $10-20

Banners That Work

Banners That Work

Online Advertising Analysis

Modern Matl’s Hdlg.Logistics Mgmt. Material Hdlg. Mgmt.DC VelocityInbound Logistics

35,00052,00022,00054,00045,000

85,831150,000115,000

350045,000

$120 Cost/M$120 Cost/M$69 Cost/M$583/month$2200/month

$.12$.12$.07$.17$.05

Total Site Traffic

Banner Impressions Cost

Cost/Impression

 

Effective Web Design Principles

LeadCapture

SEOGraphic

Consistency

ComparativeMessages

Message Impact

Virtual Hold Technology

Analyzing Web Performance – Our Benchmarks

• Cost/impression – 1-2 cents

• Cost/click -- $10

• Banner response -- .2% - 2%

• Time spent/session – 6-7 minutes

• Page views/session – 6-7

• Abandon rates – 20%

You’re Active Online

• 64% collects sales leads and monitors monthly stats from their web sites

• 36% buy keywords, 71% monitor rankings• 57% buy banners• 100% use email “regularly”

• But your results seem “conflicted:”• Very Satisfied:

– Web 50%– Banners 7– Search engines 29– Email 50

3. Online Excellence

• Other thoughts:• Appropriate web site budgets, with

more message than flash• Vertical search• Role of email in long-term sales• New tools: Salesforce.com +

Exact Target/”contextual ads”• Old tools: banners

4. Act Like a Leader

• Leaders run print advertising, especially when everyone else stops

• Does anyone read print magazines anymore?

Understanding the Changing Media Landscape

Is There a Drop-off?

4. Act Like a Leader

• Leaders run print advertising, especially when everyone else stops

• PR is a preference-builder

The Value of PR

“PR starts the fire, then advertising fans it. Otherwise, advertising is just hot air."

Al Ries, author of "Positioning, The Battle For Your Mind“

Brand managers report PR is most critical technique for building brand: - 51% PR - 44% Ads - 21% Sales promo - 17% Internet

Tutorial Handbooks

PR is the #2 source of traffic to web sites.

Other Options – Engineers Are Drawn to White Papers

• Preference • More Efficiency In Your Sales

Machine– More Leads…– At a Lower Cost Per Lead…– At a Higher Quality…– Leads to More Sales at a Lower

Marketing Cost.

The Impact Marketer Wants Two Objectives

“I know half of my advertising is wasted.

I just don’t know which half.”

John Wanamaker

When You Measure Your Leads…

• Joel Goldstein

• Goldstein Group Communications

• www.ggcomm.com

• jgoldstein@ggcomm.com

The Rest Of The Story…