improving your advertising and promotion roi when margins get tight and marketing budgets shift away...
TRANSCRIPT
Improving Your Advertising and Promotion ROI
When margins get tight and marketing budgets shift away from branding where do you go for performance? What new
tools are on the market to get the ROI you need?
Pamela Johnston President
PJ Inc.
Kristen Kopplin Vice President Travelscream
Brad KingManaging Director
BlueKai
Jon Aizen, Co-founder and COO, Dapper
Jill Groebl, Vice President
Digital MarketingMMG Worldwide
The Team of Panelists
outputs (impressions, share of voice, tone, etc.)
outcomes (attitude shift, behavior change, expanding reach)
business results
Source: Joanne Puckett, Vice President, Global Research Network Ketchum
THINGS TO MEASURE
What can we measure?
What can’t we measure?
Beep louder, I can’t hear you.
@beeploud
Rush of the Education Process
Testing Testing… One… Two…
Three…
Resource Shifting
Despite their confidence in social media 65.6% of marketing pros said they didn't know how to use it for marketing.
Source: Lexton Snol, PC Advisor, May 15, 2009
Social media is like teen sex.
Everyone wants to do it.
No one actually knows how.
When finally done, there is
surprise, it’s not better.
Source: Avinash Kaushik Google’s analytics evangelist
Social Media Toolkit Results
Sanibel Harbour Ft. Meyers, FL 4-star Hotel
Increase in Site Page Views * to Travelscream-served Pages on Hotel’s Website
Monthly page views 8,677 Projected year-end unique monthly page views 104,124
Travel Deals Network Results
Il Lugano Suites HotelFt. Lauderdale, FL 4-star Hotel
Revenue Results – 24:1 ROINEW Room Nights Booked 71 Average ADR $225Campaign Cost (at $0.60 CPC) $647Campaign Revenue $15,975
Click-through ResultsFull Package Views 1078‘Book Now’ Link (from Full Package View) 189 (17% CTR)
Travel Deal Type CTR Breakdown* Shows consumers looking for discounts + value-adds, not just deep price discounts
22% Price Discount 22%55% Price Discount 26%40% Price Discount + $100 Hotel Credit 56%
22% Discount
55% Discount
40% Discount + $100 Credit
Measuring performance and justifying spend then vs. now
Research
Execution
Lack of Strategy
Risk Paradox
Measuring the Wrong Thing/Identifying Goals
Not Listening
Wrong Staffing
MARKETING MISTAKES THAT IMPACT ROI
Resist the temptation to hand all of the social networking duties to that one young hipster in your office who appears to "get it." Otherwise you risk losing control of your brand message and turning a meager publicity effort into a public embarrassment.
If you're going to start a Facebook or Twitter account for your company, give the responsibility to someone with poise, maturity, and tact, and then give them the freedom to do it their own way and figure it out for themselves. Ignore the "rules," avoid the "gurus," and let common social courtesy be your guide.
Source: Robert Strohmeyer, PC World | Wednesday, May 20, 2009
“We live in a society that is absolutely sick of being advertised to and marketed to, and most of us turn to social networks to escape the forces of commercialism. We have a word for people who use social networks to send out unwanted offers and announcements about their business, and that word is "spammer.“”
Source: Robert Strohmeyer, PC World | Wednesday, May 20, 2009
In the end though, it's not about the position, but about the person put into the position.
Source: NY Times