i do, i don’t: 5 tips to maximize your roi€¦ · follow us on twitter @theknotb2b...

Follow us on Twitter @theknotb2b #TheKnotRocksWMBA

I Do, I Don’t: 5 tips to

maximize your ROI

Wedding MBA 2013, Las Vegas, NV

presented by Mike Steib @msteib& Laura Cave @lauracave

1Tuesday, October 1, 13


I do... I don’t...

Tuesday, October 1, 13


I know how to cost effectively target my

customer with advertising



my marketing message is strong

enough to cut through the noise



I’m confident I’m getting the most out

of my marketing budget



I make marketing decisions based on

data I can trust



I have safeguards in place to protect my reputation and my

business



today’s marketing challenge1. Consumers are overwhelmed

•

Total Sleep per weeknight: 6 hours 30 minutes (National Sleep Foundation 2013)

Total media consumption: 9 hours per day (inMobi)

The average person sees 1,700 banner ads and 4200 TV ads per month (ComScore)

2. Targeting Consumers is Expensive• If you don’t pay to promote your posts, the majority of your Facebook

followers may not be seeing them. (Forbes)

3. This industry is weird.

Competition drives up Google Keyword pricing.



radio & tv trumped by magazines?

Wedding Planning Sources

1) Internet 98%

2) Friends/Family 84%

3) Bridal Magazines 72%

4) Bridal Events/Shows 43%

5) Books 25%

6) Wedding Planner 19%

7) Television 18%

8) Bridal Vendor 17%

9) Newspapers 3%

10) Radio 1%


5 ways to measure your marketing ROI



1 the marketing funnelhow your customers find you



$$$$

$$$$

the marketing funnel

discovery consideration book

?



2 the KPI dashboardkey performance indicators



KPIs defined

discovery consideration book

audience

UVsEmail OpensMagazine CircDirect Mail ListsSocial Followers

leads

Email inquiriesPhone inquiriesAppointments

clients

# ClientsAvg. $ per clientSalesReferrals

KPIs

Audience Conversion%

Lead Conversion%



the dashboard



introducing engagement



score your strategychannels and media mix3



a typical marketing plan• channels

– Wedding Site ads– Bridal Magazines– Search– Social– Bridal Shows

• media mix– Research shows 50% more

brand positivity when TV and Online are combined compared to either medium alone. (IAB & Thinkbox.tv)

Shows

Print Wedding Sites

Social

Search

total marketing budget should

be 7-8% of annual sales

US Small Business Administration



brides look for you...Wedding Planning Sources

1) Internet 98%

2) Friends/Family 84%

3) Bridal Magazines 72%

4) Bridal Events/Shows 43%

5) Books 25%

6) Wedding Planner 19%

7) Television 18%

8) Bridal Vendor 17%

9) Newspapers 3%

10) Radio 1%Source: 2012 Real Weddings Study

brides multi-source their

planning information!

...in more than one place!



mobile usage on the rise

• 85% of brides own a smartphone up from 74% in 2011

• 41% of brides own a tablet– iPad ownership is at 29%

vs. 16% in 2011

✓ Key Takeaway: Your online and print presences must translate to mobile...

Source: 2012 Real Weddings Study; Base: Own/Use smartphone



market year round, but especially in Q1

Dec16%

Nov 7%

Oct8%

Sept 7%

Aug8% Jul

8%

Jun7%

May8%

Apr8%

Mar6%

Feb8%

Jan6%

monthly distributionof engagements

Source: The Knot Real Weddings Study 2012

you are here

• Engagements happen all year

• The most popular month for engagements is December.

• 37% of engagements happen between Thanksgiving and Valentine’s Day.

• The average engagement is 14 months long

✓ Key Takeaway: Polish up your marketing before the Q1 planning surge!



frequency matters

Source: mediassociates



marketing in surround sound



lead tracking strategies• Landing pages

– for the weddings side of your business– for a particular campaign (email, social, etc.)

• Email addresses– think about a unique email address for leads

• ASK “how did you hear about us?”• Dashboard

– everyone tracks phone calls & emails– make it a game so your staff has fun



4 test your messagingto get more out of your ads



what you say with your photos...1997 2013



what you say with your website...1997 2013



design trends for websitesClean Layouts

White backgrounds, simple navigation

Photo driven contentPinterest style photo tilesInfinite scrollLarge format photos make

a powerful impressionGet rid of:

Too much textBlue hyperlinksCenter or left-aligned sitesDark backgrounds



browse templates for ideas



call them to take action!

• Magazine Ads

• Emails

• Website

• Social mediaENJOY FREE SAMPLES* *VKL!�;9@>7+��c��,UKZ��

@V\Y�>LKKPUN�:[H[PVULY`�:WLJPHSPZ[�(^HP[Z��c�� c��^LKKPUNWHWLYKP]HZ�JVT

� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �

SAVE YOUR DATE IN STYLE:OHYL�`V\Y�SV]L�PU�H�Z[HUKV\[�^H`�

*Enjoy eight (8) samples using the code TRYWPD17 at checkout. One-time use only. This offer applies exclusively to stationery and is not applicable to previously placed orders. Offer is only valid on Wedding Paper Divas and is not applicable to third party or partner websites. We reserve the right to discontinue or modify this offer at any time without notice. Offer expires 12/31/13 at 11:59 pm (PT).

enjoy free

samples

schedule a free

consultation



try these calls to action

• Enjoy free samples• Book an appointment• Schedule a free consultation• Register to win• Take the quiz• Request more info• Inquire here



5 gauge your reputationreal weddings & reviews



real weddings



new! submit your wedding



weddingchannel reviews



reviews are trusted

36

25%

50%

75%

100%

Per

sona

l Rec

omm

enda

tions

RE

VIE

WS

Ads

on

TV

Bra

nded

Web

site

s

New

spap

er A

ds

Em

ails

Edi

toria

l Con

tent

Mag

azin

e A

ds

Bra

nd S

pons

orsh

ips

TV P

rodu

ct P

lace

men

t

Bill

boar

ds

Sea

rch

Eng

ine

Ads

4857556160

675661

696268

84

source: Nielsen Global Trust in Advertising and Brand Messages Report Sept 2013



reviews attract leads

source: Gigmasters



best of weddings

The deadline is Sunday, Oct 6 at

11:59pm CT



introducingthe best of weddingshall of fame!



congratulations• Allstar Entertainment

& Uplighting

• Charlie Roberts - Your Wedding DJ

• David Rothstein Live Music

• Mike Staff Productions

• The Inn at Rose Hall

• EastCoast Entertainment

• Lethal Rhythms DJs

• Table 6 Productions

• Vision DJs

• Woodwinds

40

see all the winners at

theknot.com/b2b



key takeaways

✓track your KPIs regularly to feel confident making data-based marketing decisions.

✓Continually improve your visual and verbal messaging for the best conversions.

✓Feed the word of mouth machine by capturing great reviews and awards.



connect with us!

ALL DAY - Visit our Strategy Bar for a free consultation of your storefront, website, and reviews!

2pm: more marketing advice from Andy Ebon

4pm: Clicks & Stones - more on reviews and reputation management

11am tomorrow: our 2014 Trends Preview!


i do, i don’t: 5 tips to maximize your roi€¦ · follow us on twitter @theknotb2b...

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