Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Local Search ProgramResults & Findings

Mike SaadGlobal eMarketing Manager

2Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

eMarketing

eMarketing function is valued at Armstrong Success with search marketing

• Top spots in search across business units & brands

Holistic approach to search marketing • Natural & paid search• Branded & non-branded keywords• Phrases by “purchase phase”

Co-managed with SEM agency• On again, off again, on again

3Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Search Landscape Changes Rapidly

Shake-up in paid searchE-tailers getting more aggressiveBrand marketers at distinct disadvantageRenewed focus and new urgency on SEO

Actions:Maintain top organic search positionsAchieve new listingsPilot new technologies

4Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Advantage with Local Search

Local search emerges, is quickly adopted Obvious application for restaurants, hotels, etc. Possibilities for manufacturers with retail stores

But, “Would customers utilize local search to find flooring, ceilings or cabinets?”

Pilot program in early 2007

5Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Local Search Pilot Program

Company-owned Cabinets locations as pilot stores Google feed, local business ads, Landing pages with clear success events Included click-to-call feature, call tracking & call recordings

6Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Program Results

Sufficient traffic to consume modest daily budget Neither direct competitors nor online retailers in local search Generally lower CPC’s Improved click-thru rates 30-40% vs. generic ads Nearly 1/3 of site visitors get directions, download or place call Over 50% perform additional & multiple store searches

100% increase

Store searches

7Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Insights

Instantly a fixture in our overall search program Site visitors are unique – they’re purchase minded Slightly different customer segments than expected Click-to-call under utilized, but plentiful phone calls Phone recordings – not what we expected Search marketing drives REVENUE

8Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Search Utilized Through Purchase Process

Marketing ActivitiesMarketing Activities Purchase ProcessPurchase Process Search RefinementSearch Refinement

Trial/SampleTrial/Sample

Cabinets, Kitchen cabinetsCabinets, Kitchen cabinets

Bathroom vanitiesBathroom vanities

Cherry CabinetsCherry Cabinets

Armstrong CabinetsArmstrong Cabinets

Armstrong Maple CabinetsArmstrong Maple Cabinets

Request Cabinet BrochuresRequest Cabinet Brochures

Cabinets New Orleans, LACabinets New Orleans, LA

Buy Armstrong CabinetsBuy Armstrong Cabinets

AwarenessAwareness

ConsiderationConsideration

PurchasePurchase

Teach me about cabinets. Inform me.

Help me evaluate, compare. Convince me.

Brochure/sample Appointment request

Have them in stock? How long to order?

I’m ready to order

Armstrong Cabinets was ranked "Highest in Customer Satisfaction with Cabinets"

Thank you.