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Wisconsin State Journal Brand Expand 2014 Presentation
Aug 13, 2015
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Transcript
Agenda
Marketing LandscapeMadison MarketBrand Strategy
Have a Vision Consistency Connect RewardFlexibilityMeasure Consider Competition
Audience
Shopper’s Multi-Channel Journey
Print & Digital Ads
Search TVRadio
Visit Store
Website
Reviews
MobileSite
19% of consumers leave a store and look for lower prices online.
Source: RIS/Cognizant
. .
_
15%of online retail sales will be made on a mobile device this year. Source: eMarketer
Shoppers say tracking services for online purchases are essential. ComScore
50%
40%of shoppers consult
three or more channels
before purchase. Conlumino and Webloyalty, 2012
63% Trust newspaper ads. Source: Statista.com January 2014
consumers chose finding a better price online as
their reason for purchasing online after
shopping in a store. RIS/Cognizant
42%
took action in the past month as a result of seeing a newspaper ad.
How America Shops and Spends
79%
searches made on a mobile phone
end in a purchase – most of which are made in
store.
78%
Anatomy of today’s Consumer7% of all U.S. retail spending occurs via eCommerce
Offline spending of products and services account for the remaining U.S. Census 2014 93% 86%
of people search online before making a local purchase
most of which are made in store.
Madison MarketPopulation:
750,690 Adult Pop: 584,828
Median Age:
37
Median HH Income:
$60,207
Households:
310,476
Base: Total Adults Madison Market Area. Source: Claritas, 2014 (Estimates)
Ranked #5 in Nation for High Tech Jobs – Marketwatch
Named #9 in Top 25 High Tech Hotspots – The Atlantic Cities
#1 in top 100 Best Places to Live – Livability.com
#1 Greenest City in America – Nerdwallet
Madison – the place to be!
Madison Market - Audience
195,000+Daily Readership
Source: Alliance for Audited Media, March 2014.
250,000+Sunday Readership
Source: Omniture Jun 2014 – Aug 2014 average.
10.7 Million
Monthly Page Views
1.3 Million
Monthly Unique Visitors
3.7 Million Monthly Mobile Page Views
1.4 Million
Monthly Tablet Page Views
Madison Market - Audience
Total Weekly Reach: Wisconsin State Journal
& Madison.com:
Base: Total adults in the Madison, WI Market Area (margin of error +/- 4.0% Points) Source: Thoroughbred Research Jan - Jun 2014
Madison Market - Audience
&
78.9%Series1
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Print Exclusive Print and Web
Web Exclusive Used Newspaper
Print Exclusive 36.0%
Web Exclusive 11.7%
Print & Web 19.8%
Use Newspaper 11.4%
• Have a Vision• Be Consistent • Connect Emotionally • Reward and Cultivate • Measure • Be Flexible • Watch out for Competitors. . .just a little bit
Comprehensive Brand Strategy
Best Buy
Brand
What makes You Unique?
• What is your unique business strength?– Not your product or service
• It should be about selling the problem your product or service solves
• Be cautious that you are not just solving generic problems
• Look at how these brands “solve” their consumer “problems”
Brand “Solution”
Safety
Refreshing
MAGIC
Be Consistent - Reach
Quantity:The larger the audience, the more likely you speak to the thin market
Quality:Higher income, higher educated, home owners with more disposable income
Reach:Estimated number of potential customers it is possible to reach through an advertising medium or a promotional campaign
Be Consistent - Frequency
Exposure #1 & #2– Creates awareness & attentionExposure #3 – Creates understandingExposure #4 – Leads to a buying decision
FrequencyMeasurement of the number of times the audience is exposed to your message
Marketing standard: 3.0 exposures in seven days is optimumSignificantly less will not move buyers
Significantly more will annoy the audience
Be Consistent - Recency
The ad’s recency drives effectiveness & ROI• Is your message there when the consumer’s buying
window is open?• How closely your ad is read or seen within the
consumer’s buying window determines its effectiveness.
Recency:– Proximity of the message to the buying decision
Frequency drives Recency!
Be Consistent: Brand Integrity Represent Your Brand and Establishment through all channels
Website Best Practices
• Content describing products and services
• Contact Information Phone Number Address Email Address
Images representing your business
Clear navigation
• Video
• Social media links
• Email sign-up box
• Mobile Friendly Website Create content primarily
for your users, NOT search engines.
Be Consistent: Brand Integrity
Multiple exposures reach consumers often and in different stages of the buying cycle
Billboards
Questions to ask:What is the Daily Effective Circulation?Does the location of the billboard make sense for your business?
Nationally the average is 3.7 seconds to get a
drivers attention
What is your total market penetration?
Questions to ask:Who’s reading the paper?
Age, income, gender, household owners?Can ads be targeted or zoned both
geographically and within the paper?
Directories – Yellow Pages
Questions to ask:
Does the ad size or placement change the response you get?
How much are you paying for reference and how much for new business?
National average shows 43% of yellow page users already have the business name inmind before they look up the number.
• Google, Bing and Yahoo! dominate search, over 96% combined share
• About 60% of US adults use a search engine each day• Average searcher performs an average of 121 searches
per month• $40 Billion spent on search in 2013, and will grow to
$50 Billion in 2014
Sources: ComScore, October 2013; IAB, 2013
Let’s Talk About Search
trending
Radio - Audio
Questions to ask:
What percentage of the market does their station reach?
What are the demos of the audience (age, income, gender)?
Highest listenership(typically morning and evening drive times)
Have a compelling hook and an offer to make the consumer remember you.
Audio: Pandora
Pandora has over 30 million listeners every month
Television – VideoFirst commercial off and the last one
on before the television show resumes
Based on visual, so make it memorable
Questions to ask:What are the station’s highest rated (not share) time slots?‐
What is the geographical coverage area (DMA)?
Online Video spending in 2012 was $3 Billion and will double by 2015
Video ads accounted for 35.6% of all videos viewed and 4.5% of all minutes spent viewing video online
Source: IAB, 2013; comScore Video Metrix Service, January 2014.
85.1% of internet users watch online videos
Americans viewed nearly 26.9 Billion video ads in January 2014
Video
Connect Emotionally
81% of readers say they would notice
an ad more if it was in color as
compared to black and white.
Connect with Creative
Short & Sweet– The perfect length for a headline is 6 words
Connect with “Headlines”
Connect with “Headlines”
FUNEFFORTLESS PAINSTAKING
UNIQUEINCREDIBLE
ESSENTIAL
STRANGEABSOLUTE
Use interesting verbs or adjectives
Use Negative Wording – Negatives tap into our insecurities– The words “NO,” “WITHOUT,” and “STOP” lead to
more shares
Connect with “Headlines”
Social Media
Photo’s and VideosSeasonal Menu, In-Store event,
new products arriving or video of people enjoying their experience
with your product or service
OffersAn offer they can claim and share,
discounts and promotions, exclusive content
QuestionsEncourages interaction, tells people their opinion matters
Posting with Purpose
Competition
• Challenges you to improve your own strategy• Desktop Research
visit their website order their brochure Google their name: reviews; articles; Social Media
• Create greater value in your own Brand
Base: Madison Market Area. Source: Claritas, 2014 (Estimate)
Madison Adult Spending 2014
Madison Store Sales 2014
Opportunity Gap
Automotive Dealers $2,138,441,559 $1,613,201,517 $525,240,042
Automotive Parts/Accessories, Tire Stores $212,830,582 $110,625,855 $102,204,727
Furniture & Home Furnishings Stores $283,443,381 $208,762,654 $74,680,727
Electronics & Appliance Stores $272,119,097 $131,022,587 $141,096,510
Hardware Stores $125,298,543 $110,303,064 $14,995,479
Health & Personal Care Stores $761,999,295 $323,434,377 $438,564,918
Clothing & Clothing Accessories Stores $664,214,471 $741,634,149 ($97,419,678)
Sporting Goods Stores $127,314,404 $272,436,443 ($145,122,039)
Competition – Market ShareOpportunity Gap
Base: Madison Market Area. Source: Claritas, 2014 (Estimate)
Madison Adult Spending 2014
Madison Adult Spending 2019
% Demand Growth
Automotive Dealers $2,138,441,559 1,994,712,205 (6.7%)
Automotive Parts/Accessories, Tire Stores $212,830,582 $228,167,035 7.2%
Furniture & Home Furnishings Stores $283,443,381 $312,898,416 10.4%
Electronics & Appliance Stores $272,119,097 $380,788,379 39.9%
Hardware Stores $125,298,543 $140,654,830 12.3%
Health & Personal Care Stores $761,999,295 $832,607,269 9.3%
Clothing & Clothing Accessories Stores $664,214,471 $717,667,445 11.4%
Sporting Goods Stores $127,314,404 $158,554,266 24.5%
Demand Growth
Competition – Market Growth
Professional Services Used
Base: Total Adults n=584,828 Madison area Source: Mediamark Research, 2014 (Estimate)
More than 49,300
Madison adults used a financial planner in
the past year
Eye Doctor
Tax Preparation
Have an IRA
Financial Planner
Chiropractor
Used Broker to Buy/Sell Stocks
0% 10% 20% 30% 40% 50% 60% 70%
21%
20%
16%
8%
8%
6%
Past Year
Household Services Used
Base: Total Households n=310,476 Madison area Source: Mediamark Research, 2014 (Estimate)
More than 34,100
Madison households used a housekeeping
service in the past year
Professional Exterminator
Professional Home Remodeling
Property/Garden Maintenance Service
Maid/Housekeeping Service
Professional Carpet Cleaner
0% 10% 20% 30% 40% 50% 60% 70%
15%
13%
12%
11%
6%
Past Year
Timed
SpecificMeasureableAchievableRealistic
Setting SMART Goals
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecMonthly page-views and Unique users
Current Click-Thru Rate (CTR)
Monthly phone calls
Monthly floor traffic
Average Sale
Avg. closing ratio
Avg. number of sales
Avg. number of emails
Avg. number of coupons redeemed
Search Engine Ranking (Google, Yahoo, Bing) & Keywords used
Bounce Rate
Time spent on site
Social Media ‘Friends’ or ‘followers’
Track results
• Visits• Page views• Unique Visitors• Bounce Rates• Avg. Visit Duration• Spikes in traffic
What to Measure
LOGO
Introduce(Branding)
Inform(Search, Reviews)
Bringing the Consumer Back (Display, Coupons. . .)
Remind Consumer (Retarget, Email, Newsletters. . )
Consider this. . .
Convert to Sale
Path to Conversion
See where and how visitors are interacting within your sites.
Looking Ahead. . .
13% of the Madison Market
are 35-44
27% of the Madison Market
45-64
13% of the Madison Market
65 & over
18% of the Madison Market Under 1529% of the Madison 15-34
Be Flexible – think generations
571 websites are created
2 MILLION searches are being done on
41,000 Facebook posts
204 emails are sent
72 hours of video uploaded YouTube
17,000 transactions on Walmart
20 million photos viewed on Flickr
3,600 photos on Instagram
11,000 professional searches on Linkedin
104,000 Photos shared on Snapchat
278,000 Tweets on Twitter
Be Flexible
Sources: ComScore, Trends Shaping Local Search, 2013
Be Flexible - Local Business Search
PC/Laptops are primarily used in the beginning of stages of a local business search, while phones and tablets tend to be used more in the middle and end stages.
In the Beginning In the Middle At the end Entire Process0
10
20
30
40
50
60
PC/Laptop
Mobile Phone
Tablet
By Device
Choose your target. . .
age
genderincome
interest
Occupation
kids in the home
Education
home owners
ENGAGED
pregnantsports enthusiast
HEALTH
Religion
BUSINESS OWNERS
AUTO SHOPPERS
JOB TITLES
Traveler
Geographic Targeting• Geo-Fence Mobile Ads• Run on Local Content• Run as Geo-Targeted
Demographic Targeting• Target by Gender or Age• Target by HHI or Job Category
Reach Internet Users in a Specific Area
Reach Internet Users with Interests in Specific Categories of Information
Reach Internet Users of Specific Ages, Genders, HHI’s, or Professions
Reach Internet Users with Behaviors Showing Interest in Specific Products & Services
Category Targeting• Show ads on Sites in a Specific Category• Show Ads on Pages with Specific Topics
Behavioral Targeting• Show ads that are Interest Based,
to User’s Who Exhibit Those Behaviors Online.
Targeting – Display Advertising
Contextual Targeting• Based on Keywords & Phrases• Run though out a network• Run as Geo-Targeted
Job Title Targeting• Target by Occupation• Target by Job Category
Reach Internet Users interested in your products or services
Reach Internet Users who are looking for your services or products and may not know who you are
Reach Internet Users interested ina specific field or profession
Reach Internet Users who already know who you are
Search Re-targeting• Show ads on Sites relating to keywords
and phrases
Site Re-targeting• Show ads to users that have
visited your site, but did not take action
Targeting – Display Advertising
Location: Mobile Geo-Targeting
Target hyper-locally, nationally and globally
Whether you want to target a 2 mile radius of an event or business, or a city or the entire US
Targeted e-Mail MarketingWith our email platform you are able to utilize an expansive database that is constantly being developed and maintained.
This offers the ability to target beyond just age and demographics, for example you could target: Retired Men with Arthritis
Planning…U.S. Small Business Administration Recommends:
Small to medium sized businesses with less than $5,000,000 in annual revenue should invest between 7 - 8% of their total annual sales on advertising.
A Fully Integrated Marketing Budget Plan depends on your industry, size of business, your growth stage, and competitive landscape in your market.
Knowing how much you have to spend on marketing is critical; even more critical is how you spend it. This means having a plan.
Testimonial
“We see amazing and immediate results with our newspaper ads.
We never dreamed of the customers it would attract. ““. . .we know that it will drive
traffic to our store and it sells out for us.”
“Finally, our last ad brought us 50% more customers.”
John Lehman Co-Owner
Doing business without advertising is like winking at a girl in the dark. You know what you are doing, but
nobody else does.- Steuart H. Britt
“ “
Thank You!
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