How Circa Lighting's Integrated Digital Marketing Strategy Drives

Effective Customer Engagement at Every Touch PointPresented by: Al Bessin, COO, Circa Lighting

Udayan Bose, Founder & CEO, NetElixir

April 24-25, 2019

Optimize our business for B2B and consumer markets

Normalize and automate digital assets to support webs as well as digital displays

What our partners, such as NetElixir, do to support and extend our marketing across channels

Integrating outside sales, showroom, call center and online sales by leveraging our ERP across desktop and mobile platform

2Objectives

Mission To be the premier merchant of designer-inspired lighting to designers and consumers, providing inspiration, world class service and support

Founded 1998 by Gale Singer

Growing organically and through showroom expansion

3Circa Lighting Highlights

Manufacturing and Distribution• Visual Comfort – premium designer-inspired decorative lighting

• Tech Lighting – modern decorative and architectural lighting

• Generation Lighting – popularly priced decorative lighting

• Monte Carlo Fans – full range of fans

Direct Sales• Circa Lighting – direct sales to trade and consumers

4Circa Lighting – Vertical Integration

Manufacturing & Distribution Direct

Channels• Websites

• Phone

• Email

• Showroom

• Outside Sales

5Markets and Channels

Tip: Ensure channels work with each other rather than compete

MarketsHybrid B2B, B2SP, B2C across the US

• Trade• Designers• Builders• Architects• Electrical Suppliers

• Consumers

Do business how your customers want, not how you want

Websites• circalighting.com• clarksonlighting.com

Email• Targeted and triggered

Marketplaces• Trade and Consumer

Social Media• Facebook• Pinterest• Instagram

Trade Media:• Active management

6Digital Media – Online

Tip 1: Be where your customers areTip 2: Segment Media by Market

Mission Helping Retailers Get Found Online, Win New Customers and Acquire Actionable Business Insights

Founded in 2004 by Udayan Bose

Premier Google and Bing Partner.

UPS Ready Partner.

Services Offered:

Full Service Demand Gen Solutions:

Paid Search, SEO, Paid Social, Amazon Ads

Analytics Consulting and CRO,

On-Demand Ecommerce Tech Development

7About NetElixir

120+ Clients. 130 Team Members.

83+ YEARS OF PARTNERSHIP: CIRCA + NETELIXIR

+176%

SESSIONS

+154%

NEW USERS

+317%

REVENUE

9

Completes the purchases (mostly)

between 11 AM and 2 PM

Lives mainly in

CA, NY, MA, CT, and TN

Uses long tail, specific and intent

driven queries between

4 and 7 words long when searching

Completes purchases mainly on

Mondays when Purchasing

Valuable Items on Wednesdays

In Top 20% (by Household Incomes)

Takes time before making a purchase

Waits for 3 – 7 days after beginning

the purchase journey (latency)

Visits the site 7-11 times before

completing the purchase (latency)

Mostly women

in the age group 35 - 44

She is a Luxury Shopper, Business

Traveler, and Home Décor Enthusiast

and loves to shop in stores as well

Uses 2.2 devices during the search-

shop-buy process but is most likely to

complete her purchase on a computer

HIGH VALUE CUSTOMER PERSONA

10

Push Geos with High Value Traffic

Potential

Use Cross-Device Data to Determine

Device Level Investments

Maximize Visibility During Key

Shopping and Research Hours

and Days

Align Latency with Audience Targeting

Strategies

Be Found By Top Income Groups

During End to End Purchase Journeys

Be There For All Demographics with

Always Available for Female Customers

Maximize The Coverage of Long

Tail Queries Across Ad Formats

Reach out to the Potential and

Relevant In-Market Audiences at the

Right Moment

Targeted Search + Social Advertising for Profitably Winning High Value Customers

11MODERN SEARCH

AUTOMATIONSmart Campaigns

Smart Bidding

CREATIVE

EXCELLENCEResponsive Search Ads

Responsive Display Ads

MEASUREMENTProminence Metrics

Non-Last Click Attribution

Experiments

AUDIENCEDetailed Demographics

Advanced Audience Segments

Dynamic Search Ads

12AI is changing paid search.. forever

Source: Prediction Machines by Prof. Ajay Agarwal, Prof.Joshua Gans, Prof. Avi Goldfarb

13Modern Search Features Already Introduced by Google

Audience Automation Creative Excellence Measurement

Dynamic Search Ads Smart campaigns Responsive search ads Non Last Click Attributions

Detailed demographics

• Age

• Gender

• Household income

• Parental Status

• Marital Status

• Education

• Homeownership Status

Smart bidding Responsive display ads

Page Locations/Prominence Metrics

instead of Avg. Position

• Abs. Top IS,

• Top IS,

• Click Share for Search

and Shopping Campaigns

Dynamic Remarketing & Prospecting Drafts & experiments

Detailed Audience Targeting

• Past Visitors,

• Lookalikes,

• Email Lists,

• In-Market,

• Detailed Demographics,

• Custom Combinations,

• Third Party Audiences,

• Affinity,

• Custom Intent/Affinity

Voice Search & Local Search

Online channels are ever evolving. NX keeps on testing new and relevant features to learn how to adopt them permanently.

Below are some major features that NX has adopted for Circa Lighting over last few years.

14Modern Search Adoption Drive for Circa: <10% to 62% of paid search revenue in 15 months

Smart Bidding

Dynamic Search Ads

Responsive Search Ads

New Detailed Targeting Variables – For e.g.

Household Incomes

Customer Match

Smart Display Campaigns

Gmail Ads

Audience Maximization around Site Visitors, In-

Market, Lookalikes and Custom Combinations

Smart Bidding with Human Manipulations drives 69% of

Sessions that have 154% better CTR, 27% lower CPC and

227% better ROAS than manual bidding

Circa DSA had a ROAS which is about 200% higher industry

benchmark for this campaign type.

Helped us with driving more qualified searches which reduced

CPC by 66% and improved ROAS by 208%

Helped us with increase the traffic and revenue from top 10% of

US Households by 122% and 112% YoY between Oct and Mar

Traffic, Spend, Orders and Revenue grew by 4251%, 3597%,

1268%, and 1161% YoY in Google in 2019 across all audience

types

Helped us with driving traffic with a CPC at 25% cheaper CPC

and drive revenue with maximum efficiency

Helped us drive 600K incremental impressions at 62% lower

CPC than all campaigns with a 9X Assist Ratio

Helped us win new inventories for trademark keywords with

CPCs 68% lower than SERP placement for trademark keywords

15The Impact of Modern Search: Audience Campaigns

+375%

CTR

-7%

CPC

+62%

CVR

+75%

ROAS

16Best Practices: Audience

• Test all audience types. Identify the “must-have” audiences from each type

(the “high-value” persona).

• Allocate spend to focus on the top performing segments.

• Determine if you need just an audience layer vs. standalone targeting.

• Test Combined Audiences (intersection of two audience segments) as part

of a larger campaign.

• Apply Smart Bidding with select audiences to maximize the impact of

Google’s machine learning algorithms.

• Engage in continuous performance testing and invest/divest on different

audience segments per business goals.

17Learn NetElixir’s Best Practices for Modern Search

• Join our Modern Search Webinar Series in May:

- May 8 & 9: Fundamentals & Best Practices

- May 17: Updates from Google Marketing Live in SFO

- May 30: Bing and Modern Search (co-hosted by a Bing Product Expert).

• Download our Modern Search Best Practices Checklists.

netelixir.com/modernsearch

Data• Disparate feeds from four sister companies

• Mapping, Transformation, and Loading all digital tools and ERP-CRM

Images• Studio Photography

• Application Shots

• Instagram: crowd-sourced hosted by Olapic

• CAD Block Images

Tear Sheets• Dynamic: data-driven

Installation Instructions

18Asset Normalization

Tip 1: Leverage the same assets across all mediaTip 2: ”Productionize” as much as possible

M-T-L

ERP-CRM

Online

Showrooms

Websites

Endless Aisle Displays

Full Size Displays

iPad Applications

ERP-CRM

19Digital Media Across Channels

Tip: Brand the look everywhere

websites

mobile app endless aisle

ERP-CRM

ERP-CRM fully integrated

Website bi-directional integration

iPad ERP-CRM

Endless Aisle integration

20ERP-CRM Integration

M-T-L

ERP-CRM

Online

Showrooms

Tip: Integrate everything

Al Bessin

abessin@circalighting.com

512.745.9070

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Thank You!

Udayan Bose

udayan@netelixir.com

609.356.5112 ext 102