ionic media capabilities
TRANSCRIPT
A Disciplined Approach to Media that Grows Businesses
Ionic Media Group LLC
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Results, Speed, Accuracy, Effectiveness
MULTI-CHANNEL MARKETING,MEDIA AND DIGITAL AGENCY
• Focus on influencing customer behavior
• Specialize in working with companies experiencing rapid growth or needing quick turnaround
• Deliver results faster with metrics-disciplined planning
• Leverage one-of-a-kind technologies to drive better ROAS
MULTI-CHANNEL MARKETING,MEDIA AND DIGITAL AGENCY
• Focus on influencing customer behavior
• Specialize in working with companies experiencing rapid growth or needing quick turnaround
• Deliver results faster with metrics-disciplined planning
• Leverage one-of-a-kind technologies to drive better ROAS
IONIC MEDIA BRINGS YOU…
• Quick improvement in your ROAS
• Holistic analysis of your marketplace challenges and opportunities
• Media placements that have the greatest impact
• Proprietary optimization and modeling technologies
IONIC MEDIA BRINGS YOU…
• Quick improvement in your ROAS
• Holistic analysis of your marketplace challenges and opportunities
• Media placements that have the greatest impact
• Proprietary optimization and modeling technologies
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Ionic Media Provides a Full Range of Media Services
• Strategic and market planning
• Media planning and placement
• Optimization management
• Strategic and market planning
• Media planning and placement
• Optimization management
• Data modeling / analytics / reporting
• Account management
• General and Hispanic markets
• Data modeling / analytics / reporting
• Account management
• General and Hispanic markets
PUSH CHANNELS
• DRTV: All formats
• TV: Network, cable, satellite, local, syndication
• Radio: Network, local
• Display: Banners, rich media, video
• Out-of-home: Billboards, malls, airport, bus benches, elevators
PUSH CHANNELS
• DRTV: All formats
• TV: Network, cable, satellite, local, syndication
• Radio: Network, local
• Display: Banners, rich media, video
• Out-of-home: Billboards, malls, airport, bus benches, elevators
PULL CHANNELS
• PPC: Google, Yahoo!, MSN, etc
• SEO: Natural search optimization
• Print: Magazine, direct mail, FSIs
• Landing Pages: Multivariate testing
• Social media: Blogging, mobile social networks, press releases
• Reputation Management: Monitoring, online response, organic search removal
PULL CHANNELS
• PPC: Google, Yahoo!, MSN, etc
• SEO: Natural search optimization
• Print: Magazine, direct mail, FSIs
• Landing Pages: Multivariate testing
• Social media: Blogging, mobile social networks, press releases
• Reputation Management: Monitoring, online response, organic search removal
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Ionic Media’s History
Our unique combination of skills, experience and technology translates to ongoing success for our clients.
Founded: 2002
Five Partners: Michael KubinTed HuffmanJeff BenderMark EvansMary Huffman
Employees: 25
Key employees: Every one
Our unique combination of skills, experience and technology translates to ongoing success for our clients.
Founded: 2002
Five Partners: Michael KubinTed HuffmanJeff BenderMark EvansMary Huffman
Employees: 25
Key employees: Every one
0
20
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Bil
lin
gs
($M
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2003 2004 2005 2006 2007 2008 2009(E)
A Record of SuccessA Record of Success
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Backgrounds and Awards
WHERE WE HAVE WORKED
WHERE WE HAVE WORKED
AWARDS WE HAVE RECEIVED
AWARDS WE HAVE RECEIVED
#1 PPC Agency#2 Web Design Agency
#5 SEO Agency
Hot 100 #7 in 2005Fastest Growing Companies
Entrepreneur Magazine
Inc. 500 Winner2007 (642% Growth)
Inc. Magazine
OMMA 2009 WinnerBest Integrated Campaign
Health & Pharma
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Partial Client Roster
(MCM)
(MCM)
(MCM)
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Media-Neutral Leadership Structure
MICHAEL KUBIN
President, Club Med
Co-CEO, Media Inc.
Managing director, Western International Media (IPG)
CEO, Leading Web Advertisers (Evaliant Media Resources) (CMR)
M.B.A., Harvard
MICHAEL KUBIN
President, Club Med
Co-CEO, Media Inc.
Managing director, Western International Media (IPG)
CEO, Leading Web Advertisers (Evaliant Media Resources) (CMR)
M.B.A., Harvard
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Media-Neutral Leadership Structure
JEFF BENDER
SVP/GM, The Walt Disney Internet Group
Partner, The Regis McKenna Group
Brand Manager, Time-Life Video and Television
Consumer Marketing Director, TV Guide
JEFF BENDER
SVP/GM, The Walt Disney Internet Group
Partner, The Regis McKenna Group
Brand Manager, Time-Life Video and Television
Consumer Marketing Director, TV Guide
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Media-Neutral Leadership Structure
TED HUFFMAN
Director Internal Applications, GoTo.com
Director of Technology Planning, Overture Services
Manager, Andersen Consulting London
(IT strategy for financial markets and retail)
TED HUFFMAN
Director Internal Applications, GoTo.com
Director of Technology Planning, Overture Services
Manager, Andersen Consulting London
(IT strategy for financial markets and retail)
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Media-Neutral Leadership Structure
MARK EVANS
General Manager U.S. Search, GoTo.com
Senior Director, Marketing/ Product Mgmt, GoTo.com
Partner, Center for Corporate Innovation
Manager, McKinsey & Co
M.B.A., Wharton
MARK EVANS
General Manager U.S. Search, GoTo.com
Senior Director, Marketing/ Product Mgmt, GoTo.com
Partner, Center for Corporate Innovation
Manager, McKinsey & Co
M.B.A., Wharton
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Media-Neutral Leadership Structure
MARY HUFFMAN
Director of Acquisition Marketing, Overture Services
Manager, McKinsey & Co (UK)
Associate Product Manager, Wells Fargo Bank
M.B.A., Stanford University
MARY HUFFMAN
Director of Acquisition Marketing, Overture Services
Manager, McKinsey & Co (UK)
Associate Product Manager, Wells Fargo Bank
M.B.A., Stanford University
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Media Approach
Ionic Media’s specialists craft focused, data-driven plans to reach an audience in both conventional and unexpected ways
• Disciplined bottom-up process• Who are the customers• Where are they• What are the best ways to reach them• How can we motivate them
• Portfolio approach mitigates risk
• Media agnostic position ensures optimal outcome
• Customer-centric account management delivers efficiency
• Cross functional team(s)• Dedicated account manager• Hands-on Managing Director
Ionic Media’s specialists craft focused, data-driven plans to reach an audience in both conventional and unexpected ways
• Disciplined bottom-up process• Who are the customers• Where are they• What are the best ways to reach them• How can we motivate them
• Portfolio approach mitigates risk
• Media agnostic position ensures optimal outcome
• Customer-centric account management delivers efficiency
• Cross functional team(s)• Dedicated account manager• Hands-on Managing Director
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Media Capabilities – Pay-per-Click Search Marketing
PPC – GOOGLE, YAHOO, MSN, ETC.
• Define objective / identify target metrics
• Build account with best practice structure
• 50,000-500,000+ keywords
• Actively manage campaign
• Optimize ruthlessly
• Expand campaign and maintain metrics
PPC – GOOGLE, YAHOO, MSN, ETC.
• Define objective / identify target metrics
• Build account with best practice structure
• 50,000-500,000+ keywords
• Actively manage campaign
• Optimize ruthlessly
• Expand campaign and maintain metrics
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Media Capabilities – Direct Response Television
DRTV
• Work with both short-form and long-form
• Develop targeted plan along with strong backend program to complete the sale and drive ongoing revenue
• Leverage sophisticated attribution modeling
• Use cutting-edge tracking techniques to report results and optimize performance
DRTV
• Work with both short-form and long-form
• Develop targeted plan along with strong backend program to complete the sale and drive ongoing revenue
• Leverage sophisticated attribution modeling
• Use cutting-edge tracking techniques to report results and optimize performance
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Media Capabilities – TV, Radio, Print and Outdoor
BRAND BUILDING
• Conduct industry and client analysis
• Develop segmentation analysis
• Work with client to set media objectives
• Establish KPIs
• Identify media mix and selection criteria
• Create a media feedback loop to allow for mid-course adjustments
• Conduct secondary analyses to understand full value of every medium (e.g., multivariate regression modeling)
BRAND BUILDING
• Conduct industry and client analysis
• Develop segmentation analysis
• Work with client to set media objectives
• Establish KPIs
• Identify media mix and selection criteria
• Create a media feedback loop to allow for mid-course adjustments
• Conduct secondary analyses to understand full value of every medium (e.g., multivariate regression modeling)
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Media Capabilities – Online Display
BANNERS, RICH MEDIA, VIDEO
• Conduct site analysis
• Define objectives and KPIs
• Test into buys
• Specify targeting on a geo, demo or behavioral basis
• Measure cross-channel lift / assists
• Conduct re-targeting campaigns to convince visitors who did not purchase
• Renegotiate tests into optimized buys
BANNERS, RICH MEDIA, VIDEO
• Conduct site analysis
• Define objectives and KPIs
• Test into buys
• Specify targeting on a geo, demo or behavioral basis
• Measure cross-channel lift / assists
• Conduct re-targeting campaigns to convince visitors who did not purchase
• Renegotiate tests into optimized buys
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Media Capabilities – Search Engine Optimization (SEO)
ON PAGE / ON SITE / SOCIAL MEDIA
• Keyword research, competitor review
• Site-level optimization and configuration
• Development of new content
• Site authentication
• Optimization of 404 error pages
• Link building
• Forum posting and Blog posting
• Directory submissions
• Social network optimization / mgmt
• Press release distribution
ON PAGE / ON SITE / SOCIAL MEDIA
• Keyword research, competitor review
• Site-level optimization and configuration
• Development of new content
• Site authentication
• Optimization of 404 error pages
• Link building
• Forum posting and Blog posting
• Directory submissions
• Social network optimization / mgmt
• Press release distribution
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Media Capabilities – Landing Page Improvement
OPTIMIZATION AND TESTING
• An effective landing page is a key element in successful marketing campaigns
• Review existing site/landing pages
• Improve usability and convertability
• Conduct multivariate, split or flat tests
• Full range of site improvement services available
OPTIMIZATION AND TESTING
• An effective landing page is a key element in successful marketing campaigns
• Review existing site/landing pages
• Improve usability and convertability
• Conduct multivariate, split or flat tests
• Full range of site improvement services available
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Media Capabilities – E-mail
ACQUISITION AND RETENTION
• Using house lists or rented lists
• Strategic planning for e-mail campaigns
• Refined messaging, scheduling and integrated testing
• Measurement of overall performance, and cross-channel assists
• Strategic refinements to maximize lifetime value of leads
ACQUISITION AND RETENTION
• Using house lists or rented lists
• Strategic planning for e-mail campaigns
• Refined messaging, scheduling and integrated testing
• Measurement of overall performance, and cross-channel assists
• Strategic refinements to maximize lifetime value of leads
FUNCTIONALITYFUNCTIONALITY
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Media Capabilities – Social Networking
iSOCIAL
• Ensure you have sufficient presence on appropriate social media
• Leverage Influencer Marketing if bloggers and forum posters have an influence on brand opinion and purchase
• Write a blog to drive organic ranking and draw return traffic
• Use online PR resources to syndicate releases (both traditional and multimedia)
iSOCIAL
• Ensure you have sufficient presence on appropriate social media
• Leverage Influencer Marketing if bloggers and forum posters have an influence on brand opinion and purchase
• Write a blog to drive organic ranking and draw return traffic
• Use online PR resources to syndicate releases (both traditional and multimedia)
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Media Capabilities – Reputation Management
iREPUTATION
• Google SearchWiki, RipOffReport, Blogs, Forums, etc
• Need to monitor online reputation carefully
• Quick response on blogs and forums is crucial
• Removing negative organic search listings is much more difficult
• Always track your progress from an established baseline
iREPUTATION
• Google SearchWiki, RipOffReport, Blogs, Forums, etc
• Need to monitor online reputation carefully
• Quick response on blogs and forums is crucial
• Removing negative organic search listings is much more difficult
• Always track your progress from an established baseline
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Thank You
Ionic Media can deliver bottom-line results to your company quickly. By leveraging our smart process, proprietary technologies and experienced people, we can outperform your current media agency.
Thank you for your time.
Ionic Media can deliver bottom-line results to your company quickly. By leveraging our smart process, proprietary technologies and experienced people, we can outperform your current media agency.
Thank you for your time.
IONIC MEDIA CONTACTS
Ted Huffman 818-849-3730 [email protected] Bender 818-849-3737 [email protected] Evans 818-849-3724 [email protected] Huffman818-849-3728 [email protected] Kubin 917-676-3590 [email protected]
IONIC MEDIA CONTACTS
Ted Huffman 818-849-3730 [email protected] Bender 818-849-3737 [email protected] Evans 818-849-3724 [email protected] Huffman818-849-3728 [email protected] Kubin 917-676-3590 [email protected]
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Case Study: DRTV – Retail Bank
COMPANY DESCRIPTION
This national bank has brick-and-mortar retail locations in the Great Plains area, as well as a nationwide online presence.
For their online savings accounts they offer highly competitive interest rates. To support their online banking efforts they have been doing DRTV, direct mail and online advertising.
CHALLENGE
They wanted to open as many new accounts as possible within a 3-month time frame. There was no tracking system to determine whether DRTV or other media were driving results
COMPANY DESCRIPTION
This national bank has brick-and-mortar retail locations in the Great Plains area, as well as a nationwide online presence.
For their online savings accounts they offer highly competitive interest rates. To support their online banking efforts they have been doing DRTV, direct mail and online advertising.
CHALLENGE
They wanted to open as many new accounts as possible within a 3-month time frame. There was no tracking system to determine whether DRTV or other media were driving results
SOLUTION
Ionic Media developed a direct response national cable campaign which drove people to the bank website to open accounts.
Each cable network had a different suffix attached to the main URL to help identify network back-end performance. We monitored the networks on a weekly basis and changed media to best optimize results. We also flighted the TV in isolation of the direct mail and other media.
RESULTS
The client increased their online savings account applications by 300% when the DRTV was on air, and Ionic Media was approved to plan the Bank’s next round of DRTV media strategy.
SOLUTION
Ionic Media developed a direct response national cable campaign which drove people to the bank website to open accounts.
Each cable network had a different suffix attached to the main URL to help identify network back-end performance. We monitored the networks on a weekly basis and changed media to best optimize results. We also flighted the TV in isolation of the direct mail and other media.
RESULTS
The client increased their online savings account applications by 300% when the DRTV was on air, and Ionic Media was approved to plan the Bank’s next round of DRTV media strategy.
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Case Study: PPC – Precious Metals Dealer
COMPANY DESCRIPTION
This company is a leading online dealer of precious metals and rare coins. Products include collectibles, gold, silver and platinum coins, rounds and bars, market info and more.
CHALLENGE
They wanted to outsource PPC management as it was time consuming.
They had a large product list they couldn’t build out as comprehensively as we could with our internal tools.
They have razor thin margins and needed a company that could manage by profitability, not just cost per conversion.
COMPANY DESCRIPTION
This company is a leading online dealer of precious metals and rare coins. Products include collectibles, gold, silver and platinum coins, rounds and bars, market info and more.
CHALLENGE
They wanted to outsource PPC management as it was time consuming.
They had a large product list they couldn’t build out as comprehensively as we could with our internal tools.
They have razor thin margins and needed a company that could manage by profitability, not just cost per conversion.
SOLUTION
Built out comprehensive campaigns, encompassing entire product set. Extended the keyword list to include a large number of tail keywords to help lower cost.
We managed campaigns based on detailed ongoing analysis of profitability using different margin points for gold, silver, platinum, coins and others.
We worked with the client team and continually adjusted keywords, ad copy/creative and other campaign settings to tie in with seasonal promotions and market price changes.
RESULTS
We grew the keyword list from about 300 to over 40,000 keywords, and segmented them into 515 ad groups in 56 campaigns. We also implemented tracking at the engine and keyword level and started using different margin variables for the different product groups.
SOLUTION
Built out comprehensive campaigns, encompassing entire product set. Extended the keyword list to include a large number of tail keywords to help lower cost.
We managed campaigns based on detailed ongoing analysis of profitability using different margin points for gold, silver, platinum, coins and others.
We worked with the client team and continually adjusted keywords, ad copy/creative and other campaign settings to tie in with seasonal promotions and market price changes.
RESULTS
We grew the keyword list from about 300 to over 40,000 keywords, and segmented them into 515 ad groups in 56 campaigns. We also implemented tracking at the engine and keyword level and started using different margin variables for the different product groups.
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Case Study: SEO – Boutique Hotel Chain
COMPANY DESCRIPTION
A boutique hotel chain with 20 hotels and restaurants. Noted among the top five percent of US hotels for guest satisfaction.
CHALLENGE
Complement existing PPC efforts and increase the volume of leads, visits, revenue and profits by improving the organic visibility of 13 sites.
Figure out ways to increase bookings by generating traffic through social media efforts.
COMPANY DESCRIPTION
A boutique hotel chain with 20 hotels and restaurants. Noted among the top five percent of US hotels for guest satisfaction.
CHALLENGE
Complement existing PPC efforts and increase the volume of leads, visits, revenue and profits by improving the organic visibility of 13 sites.
Figure out ways to increase bookings by generating traffic through social media efforts.
SOLUTION
Identified optimal keywords – based on search volume and competition – on which high positioning was likely to be achieved. Utilized important keywords in content optimization.
Reviewed each site and examined site architecture, navigation, keywords and copywriting strategy. Recommended that increased attractiveness to the search engines.
Implemented a link strategy and social media techniques (including blogs, articles and press releases).
RESULTS
Increased rankings for top general keywords from the third page to the first page and more geo-targeted and niche keywords which generally moved up to the top 5 ranking.
As a result of social media efforts, traffic to the site doubled. Online revenue also doubled over six months.
SOLUTION
Identified optimal keywords – based on search volume and competition – on which high positioning was likely to be achieved. Utilized important keywords in content optimization.
Reviewed each site and examined site architecture, navigation, keywords and copywriting strategy. Recommended that increased attractiveness to the search engines.
Implemented a link strategy and social media techniques (including blogs, articles and press releases).
RESULTS
Increased rankings for top general keywords from the third page to the first page and more geo-targeted and niche keywords which generally moved up to the top 5 ranking.
As a result of social media efforts, traffic to the site doubled. Online revenue also doubled over six months.
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Online Education Company Increased Their Conversion Rate by 60%
ChampionExisting “Landing Page” from their website
Objective: Boost lead conversion rate
Approach: We identified a number of changes that we could test. The most interesting three tests are shown here.
Test Methodology: Flat Testing
Challenger #1No navigation
Challenger #2New structure/form/etc.
Challenger #3Two-page version
Case Study: Landing Page - Online Education Company
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Case Study: Email – Contemporary Home Furnishings Retailer
COMPANY DESCRIPTION
This furnisher of innovative modern home design recently opened its doors.
Their e-commerce site allowed shoppers to choose from a wide range of stylish products including sofas, chaise lounges, entertainment centers, dining room sets, bed frames, tables and various others.
Customers could arrange for in-home delivery or pick up from the company's showroom.
CHALLENGE
As a new company of high end home furnishings, there was some uncertainty around the true target audience.
The company needed to build its brand, increase site traffic and grow its in-house e-mail list.
COMPANY DESCRIPTION
This furnisher of innovative modern home design recently opened its doors.
Their e-commerce site allowed shoppers to choose from a wide range of stylish products including sofas, chaise lounges, entertainment centers, dining room sets, bed frames, tables and various others.
Customers could arrange for in-home delivery or pick up from the company's showroom.
CHALLENGE
As a new company of high end home furnishings, there was some uncertainty around the true target audience.
The company needed to build its brand, increase site traffic and grow its in-house e-mail list.
SOLUTION
Conducted marketing research to give client a detailed look at its core audience. Identified a highly-targeted third-party list to which the company could send dedicated e-mails in order to drive site traffic and to grow its customer base.
RESULTS
The targeted e-mail campaign yielded the largest spike in site traffic out of any offline or online marketing vehicle tested, including paid search.
The initial e-mail drop generated over 5,000 clicks in one day. The campaign continued to affect site traffic four months after the last e-mail blast.
SOLUTION
Conducted marketing research to give client a detailed look at its core audience. Identified a highly-targeted third-party list to which the company could send dedicated e-mails in order to drive site traffic and to grow its customer base.
RESULTS
The targeted e-mail campaign yielded the largest spike in site traffic out of any offline or online marketing vehicle tested, including paid search.
The initial e-mail drop generated over 5,000 clicks in one day. The campaign continued to affect site traffic four months after the last e-mail blast.
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Case Study: SEO Web Design – Audio Console Dealer
COMPANY DESCRIPTION
One of the largest audio mixing console retailers in the world. In addition to renting audio consoles for live events such as concerts, the company also sells both new and used consoles to its customers.
CHALLENGE
The website suffered from a poor design that failed to convey its expertise in the audio mixing industry.
The site needed a more user and search engine-friendly design that would increase organic site traffic and help customers more easily find products and services.
COMPANY DESCRIPTION
One of the largest audio mixing console retailers in the world. In addition to renting audio consoles for live events such as concerts, the company also sells both new and used consoles to its customers.
CHALLENGE
The website suffered from a poor design that failed to convey its expertise in the audio mixing industry.
The site needed a more user and search engine-friendly design that would increase organic site traffic and help customers more easily find products and services.
SOLUTION
Recommended design changes to improve the site’s navigation and overall usability. Optimized page level and site-wide structural elements.
Conducted keyword research to identify the appropriate terms for high indexing. Generated links from relevant sites using keyword optimized anchor text.
RESULTS
The site re-design resulted in a more seamless and pleasant experience, which improved consumer trust. Optimization and link building improved the site’s overall ranking for broader and more popular keywords, many of which rank on the first page of the search engine results.
As a result, the number of links documented by Yahoo increased from less than 100 to over 1,000 over the course of a year.
SOLUTION
Recommended design changes to improve the site’s navigation and overall usability. Optimized page level and site-wide structural elements.
Conducted keyword research to identify the appropriate terms for high indexing. Generated links from relevant sites using keyword optimized anchor text.
RESULTS
The site re-design resulted in a more seamless and pleasant experience, which improved consumer trust. Optimization and link building improved the site’s overall ranking for broader and more popular keywords, many of which rank on the first page of the search engine results.
As a result, the number of links documented by Yahoo increased from less than 100 to over 1,000 over the course of a year.