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Power Point Presentation on Lovemark Philosophy and SEO Marketing
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URBAN STYLE
ISOLATING THE PROBLEMCompany: Urban Style
Size: 8 locations: AZ, UT, and CA
Buyer: 25-45 Young Urban Professionals
Product: Imported Italian furniture
Problem: Dropping Sales, Decline in Foot Traffic in Stores
Asking the Right Questions
Gets you the right answers
1. What does Urban Styles want to achieve?
2. How can Urban Styles achieve this?
3. Where, when, and in what manner can all these goals be met?
4. What is a useful way of tracking success?
APPROACH IS INTEGRAL TO STRATEGY
BRANDING IS BEFORE PACKAGINGAS PACKAGING IS BEFORE DISTRIBUTION
“Can you imagine what I would do if I could do all I can?”
The Great Sun Tzu
MASLOW’S HIERARCHY OF NEEDS1943 A THEORY OF HUMAN MOTIVATION
VIRAL TIMES CALL FOR VIRAL MEASURES
25% WORLD USES INTERNET
Online advertising by the World’s four largest Web advertising companies (Google, Yahoo, Microsoft, and AOL), ramped up to 10.2% in Fourth Quarter to $9 billion
Online advertising is no longer just an option today, it is a requirement for any business, small, medium, large, local, global, viral.
THE QUESTION IS NOT IF NOR WHEN BUT HOW. HOW?
Reasons Behind Unsuccessful Online Marketing Strategies;
90% of Webmaster attempts at Online, Affiliate, and Social Marketing FAIL
HOW?Poorly chosen channels.Poorly chosen content, usually:
bad, unsustainable, or uninteresting.Poor direction.
Most Online Marketers forget their target audience.Most Online Marketers forget about Search (SMOSEO).
FEW MARKETERS REMEMBER THE IMPORTANCE OF BRANDINGWHICH HAS STOOD THE TEST OF TIME
What does a 15 secs attention span get you?French company Alenty clocked the average
time spent on online ad and media sites to be 8 to 15 seconds
In the Wide World that is the World Wide Web, how do you catch any web reader’s attention so quickly?
The Foundation to any durable solution to this problem:
Branding
Or better, NOT branding
NOT BRANDING: A STRATEGIC APPROACH
THE LOVEMARK
TRINITYKevin Robert’s idea won $430 Billion Advertising Account for JCPenney
In 2010, traditional sex as we know it no longer sells on its own. Sex is no longer a taboo. It is hardly one on the Internet. It is everywhere all over the Internet. Belonging, romance, attachment, stability, security, these are the new absurdities, fantasies, and fetishes of our time.
“New Money” wants:1)Class2)Establishment3)Attachment4)Heritage5)Sense of entitlement
URBAN STYLES AS A LOVEMARK
Urban Style is not in the business of selling furniture. It is selling a concept.
Urban Style is selling a passionate dream for many within the new young professional urban middle class within reach of their
sights, smells, and touch.
Associated words, themes with furniture. The following come to my mind immediately: settlement, home, gathering, meal, being still, rest, peace, family, security, sharing, togetherness, comfort.
A picture speaks 1,000
words but when placed with
purpose, those words are
heard.Creating a personal buying experience must begin with the branding, or non-branding, of the
product. The advertisement on a Webpage or Paper Magazine spread is not simply peek at Urban Style’s furniture catalogue. It is also a
peek of what can be for our demographic. Never underestimate the power of human loneliness.
Those who flock to online buying and all adults of all ages of our decade suffer from a sense of
loneliness at best detachment at worst.
VIRAL STRATEGIES
WEBPAGEA webpage is without question essential in online marketing.Universal McCann Wave 3 report: 346 million blogs, 307 million visit friend’s social networking sites, 160 million subscribe to RSS feeds.
Successful commercial webpages employ engaging narrative images, interactive videos, games, utllizes blogs, websites, Twitter, Facebook. A webpage is the modern
business card.
Forgetting about SEARCH is the main cause of online marketing failures.
4 STEPS TO SEO Search Engine Optimization (SEO) is a marketing technique to increase the flow of traffic to a website for free. This is different from Search Engine Marketing (SEM).
STEP 1SEO TARGET MARKET BIZ ANALYSIS:Consider how search engines work and what people search for
Base website analysis around meta sets/keywords, visible text, code to determine how well positioned your webiste is for search engines, employ competitive analysis, examine content of keywords to present engine rankings, competitive web sites to determine an effective engine positioning strategy, utilize Google universal search, attempt to unite all search results (web, video, news) on a single platform
Video AdvertisingBasic Stats
32% check out company’s website22% check out banner ad that accompanied video16% talked to friends and family about it15% went to store to check out product13% requested info on product12% made a purchase9% forwarded info to friends, family
Step 2Keyword Research and Development
Keyword analysis, compare competitors’sWebsites for clues, prioritize keywords, take intoAccount misspellings, baseline raining Assessment, understand where you are in order to assess future rankings, assess goals and Objectives
Keyword tools: range from 2 to 5 words, search phrases, keyword phrases, queryphrases, relevant to site’s goal, theme, and subjet matter
Step 3Content Optimization and SubmissionCreate page titles
Meta tags, place strategic search phrases on page, integrate selected keywords into your web site source code and existing content on designated page, develop new sitemaps for Google and Yahoo!, make it easier for search engines to index site, submit website to directories
Step 4Test and Measure
Analyze the programs implemented to achieve success, maintenance with ongoing modification of keywords
Webhosting:Immotion.comIpage.comJusthost.com
Webpage Average Cost Guide
AVG HOURLY RATESStudent/Offshore: $15-30/hrFreelancer/Company: $25-75/hrExpert Consultant: $50-250Professional Firm: $75-200
BUSINESS BLOGS
WHAT IS A BLOG
A website usually maintained by groups that offers commentary and ideas for a broader
audience.
RSS FeedReal Simple Syndication allows readers to get
updated content via websites such as Google Reader and allows news and blog content to be sent directly to a user’s email.
Tyson ExampleLaunched food hunger relief blog
One of the first blogs to bring people together with a passion for hunger relief
Was authentic and highlighted companies working to solve hunger
Launched food donation program
Translated to improved brand recognition which led to more sales
SOCIAL BOOK MARKS, SOCIAL
NEWSSites such as digg and delicious.com turn
the consumer into a brand ambassador
Influences other users to read specific content
SOCIAL MEDIA
Advantages of Social
Networking Sites
Increased Traffic
Increased brand awareness
Improved search rankings
Reputation Management
Allows you to monitor conversations
Social Marketing Research Who is likely to buy my
product or participate in my service offering?
What websites are visited by my target demographic most often?
What are people saying about my business to competitors?
What kind of content does my audience read?
Consumer Endorsement
When the consumer embraces your product or company, they will advocate it to their friends
and collogues
Alliance Campaign
Localized Blog In Phoenix there are no local
blogs relating to interior design, furniture, and architecture
Over 1000 furniture and design shops in Phoenix area
Bring in like minded businesses to create a local blog
Establish yourself as an expert
Distance yourself from company – consumers won’t listen to a marketing message from a company
Reach out to company’s existing client base for initial readers
Review local company’s products to gain visibility
Advertise local businesses via banner ads
Benchmark: Measure Success?
Track hits from month to month
Monitor entrance and exit pages – which one brings in the most visitors, which one causes them to leave
How long visitors spend on a page – see which page holds their interest and which page needs to be modified
Track keyword searches
Watch pagerank over time
Check link popularity
Use google analytics, indextools, click tracks, websidestory, haveamint and omniture to track success of program
COST-BENEFIT IN SPECIFIC SCENARIO
win-win-win
ImpressionsGross Rating PointsCost Per Thousand ImpressionsNet ReachAverage FrequencyFrequency response functionsEffective reachShare of voicePageviewsClickthrough rateCost per clickCost per orderCost per customer aquiredVisitsAbandonment rateBounce rate
DETERMINING COSTS
In light of benchmarks
TIMELINE
win – win - win