From Bricks to Bytes

Taking a Luxury Brick & Mortar Brand Online

Birks & Mayors Old Luxury Brand

Online Revenue = 2%

4 x Online Brands

Online Goals

Increase Brand Awareness

Double Online Rev (Apr. ‘11)

Target Users 25-40

Build Online Brand Loyalty

Approaches SEM: SEO & PPC

o Increase Brand Awareness

o Double Revenues (Apr. ‘11)k

Social Mediao Increase Brand Awareness

o Target Users 25-40

o Build Brand Loyalty

PPC - 3 Markets

Birks

Mayors

Gold Exchangeo Birks

o Mayors

PPC - 3 Markets

Revenue

Conversion Rates

Competitiono Search Volume

o Avg. CPC

PPC - 3 Markets

Birks – 68%

Mayors – 25%

Gold Exchange – 8%o Birks

o Mayors

SEO - 5 Sites

Birks x 2

Mayors

Gold Exchange x 2

SEO - 3 Elements

Indexation

Site Authority

Rankings

SEO - Indexation

Inventory: Categories & Items

Duplicate Content

Titles & Meta Descriptions

Authority & Backlinks

Merge Birks Siteso Birks.com

o BirksUSA.com

User IP Address

PPC: Quality Score

SMO - 3 Goals

Target Users 25-40

Bridge Brand Conflict

Build Online Brand Loyalty

SMO - Content Strategy

Engage Users 25-40

Change Brand Perceptions

Generate Backlinks

SMO - Facebook Connect

Registration & Logino Access Real User Data

Choice of FB Featureso Like Button, Share This, etc…k

Social Graph

SMO - Facebook Connect

Like / Share Content

Like / Share Inventory

Spread Brand Virally

User Data

Questions?

CT Moore

CTMoore@nvisolutions

www.nvisolutions.com

@nvi