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Your Journey To Success
Desired state:
• Raise awareness about the brand & services, focusing on (1) promoting delivery services & coupon redemption as well as (2) cultivating top-of-mind mind awareness among Midlands residents
• Drive growth in (1) qualified website traffic (focus: to Products/Services, Savings, Featured Products & Locator pages), (2) social media engagement, (3) phone call or e-mail inquiries, (4) delivery service orders, (5) in-store traffic, & (6) overall sales
• Value Acquisition Projection: (in annual sales)• 1 New/Returning Customer: ~$3,932.90/year• 10 New/Returning Customers: ~$39,329/year• 25 New/Returning Customers: ~$98,322.40/year
Current state:
• 51 locations in South Carolina, averaging $26M to $30M in annual sales per location• Experiences surges in business during the major holidays (Thanksgiving, Christmas, Easter)• Business: ~85% under grocery & ~15% under “other”• Promotes business through Spot TV (~62.5%), newspapers (~20%), magazines (~10.3%),
outdoor means (~3.9%), U.S. Internet display (~2.3%), National Spot Radio (~0.3%), cause marketing, social media marketing (SMM), & word of mouth marketing (WOMM)
• Top Reasons Consumers Choose Publix: (1) Quality of goods/services, (2) price, (3) convenience, (4) product mix & (5) store location
Source: AdMall, 2015 (Redbooks.com. Web. Feb.2016. | Griffin, Justine. “Publix grocery delivery service Shipt launches in Tampa Bay.” Tampabay.com. Aug. 4, 2015. Web. Aug. 2015 | Publix Super Markets, Inc. Form 10-K. Edgar online. Mar. 2, 2015.
Web. Aug. 2015. Trigaux, Robert. “Publix hits a $1 billion milestone as Florida’s largest private company.” Tampabay.com. Aug. 3, 2015. Web. Aug. 2015. | SalesFuel, 2016 )
Source: AdMall 2015
Your potential customers: frequent grocery shoppers
63% more likely to take action
after viewing an online banner ad
63% more likely to take action after
receiving an emailed ad or newsletter
62% more likely to read a blog every day
67% more likely to take action after viewing an ad on
social media
34% more likely to be
between the ages of 25-34
years old
28% more likely to share a good experience on social media
Tom Amy
Journey of the frequent grocery shopper
Search for and read reviews for
your business and competitors
Tom & Amy are planning out
their grocery list for the week
Read articles with relevant
content
Tom & Amy decide to shop at Publix either
in-store or online
Visit websites with relevant
content & recipe ideas
General searches online for coupons &
weekly deals
Visit your website (and the
competition’s)
Search for local grocery stores
Ad on traditional media makes them
start process
Tom Amy
Demand Analysis:
Awareness
Interest
Intent
Meeting your potential customers: In The Moments
You’ve identified your audience.
Now, we want to persuade them to shop at Publix
• Multi-tactic approach• Understand what micro-moments
occur throughout the purchase journey
• Choose a variety of tactics to reach your audience during those moments
• Flexible budget shifting• Proactive budget shifting
between tactics allows for performance optimizations
• Optimize towards your goal
The Campaign Strategy:You’ve identified your goals.
6
Tom Amy
In The Moment: Premium News Network Awareness
They click through the ad and go to your website for more information
Tom or Amy are among the millions of adults who
reads news from our Premium New Network,
which is made up of more than 1,900 high-quality
local newspaper, broadcast, magazine &
radio sites
As they read various news articles on nationally renown sites, they are served ads for your brand & services
Tom Amy
In The Moment: Mobile Geofencing/Retargeting
We draw a virtual circle (geo-fence) around locations your target audience frequents, including a 5 mile radius around specific Publix locations
Tom or Amy travel into the geographic “fence” with their phone.
Awareness
They begin seeing ads for the advertiser on their mobile device
They become a customer or they continue doing more research online
We can continue to serve ads on mobile to potential customers for up to 30 days after they enter the “fence”
Tom Amy
In The Moment: impressLOCAL E-mail
Tom or Amy receives an e-mail that we sent them based on their demographic information
They open the email and then later see retargeted banner ads for your business online
They may click thru to your website, or the email may initiate their online research. You will receive a list of all potential clients who opened or clicked on the email
Awareness
Tom Amy
In The Moment: Category & Keyword Contextual
Ads promoting specific Publix products correlating with the site’s recipes are displayed on sites with relevant content
Tom or Amy visits sites with pages
dedicated to healthy family recipes, diet &
cooking tips
and/or
Interest
Read articles that contain the phrase “local grocery store”
Tom Amy
In The Moment: Keyword Search Retargeting
Tom or Amy performs a relevant search
We show the searcher the appropriate ad for your company based on the keyword they searched later as they browse the web
Data is collected regarding the search
The potential customer opens another browser and visits your website
Interest
Tom Amy
In The Moment: Site Retargeting
Tom or Amy visits your website and browses various products/services
However, they leave without converting
We show them ads based on the pages they viewed as they perform other online activities
They click through the ad and return to your site
Intent
Tom Amy
Publix Locations
Geo-targeted Locations
5 mile radius around Publix locations in the following zip codes:
Northeast Columbia● 29223● 29229
Irmo● 29063● 29212
Lexington● 29072
Geo-targeted LocationsDemographic Information & Readership
ZIP Code Average
HHI
Average
Issue
Readership
TMC
Distribution
Wednesday
In-paper
Distribution
29223 $68K 9,633 19,991 2,659
29229 $80K 6,763 16,881 1,363
29072 $84K 12,134 18,534 2,806
29212 $79K 6,952 11,036 2,806
29063 $84K 8,273 11,759 1,803
Awareness
Interest
Intent
Campaign Recap Your campaign will effectively target the desired audience at all stages of their journey to find a grocery store that fits their needs
Premium News Network
Contextual Targeting
Search Retargeting
Site Retargeting
Mobile Geofencing/retargeting
impressLOCAL email blast
Awareness
Interest
Intent
We will watch clicks to monitor the effectiveness of your ad creative and the tactical diversity of your campaign
Measuring SuccessImpressions will be monitored for awareness levels, pacing and traffic trends
Time spent and pages visited will show that your campaign is driving the most interested audience and that your site is keeping them engaged
We will specifically watch the “locations* and “order online” page to monitor the most engaged traffic
Visitors and pageviews will show increased interest. They will help determine the successful user experience between ad creative and landing page.
Optimizing your campaign
Throughout the campaign, we look at the profiles of the potential customers who are engaging with your campaign.
Then we reach potential customers with similar profiles with your campaign
We continue refining your campaign to make sure we reach the potential customers who are most likely to convert
Tom Amy Josh Lisa
Your Team
Mary Karl loves spending time with her daughter Porter & her husband Mark in her free time. With extensive experience in national advertising, Mary Karl will be your primary strategist for your campaign.
Logan is an aspiring science fiction writer, so until his first bestseller is published, he will be working furiously to ensure that your campaign is reaching your target audiences and meeting your goals.
Mary Karl BoeppleAccount Executive
Bernie HellerVice President of
Advertising
Bernie is an avid art enthusiast & RUSH fan. When he retires, Bernie would love to open his own recording studio. With extensive experience in the advertising & newspaper industry, Bernie will be able to help you reach your goals.
Logan EdgeSales Operations
Coordinator
Bryan OsbornVice President of
Digital
Bryan meets regularly with our digital partners like Google to ensure that we are always at the top of our game. When he isn’t studying digital marketing, he loves to work out and go fishing.
Publix CampaignDigital Strategy
Option A:Homepage Takeover on TheState.com
Sliding Billboard and Top Medium Rectangle Positions24 hour time period (Wednesday)
Option B:Top Medium Rectangle Position on TheState.com Homepage
24 Hour Ad Position Takeover (Wednesdays)Mobile Geo-Fencing (Columbia DMA)
62,500 weekly impressions (7 day time period) 300x50, 320x50, 300x250 ad sizesacross all mobile sites in our Premium News Network
Mobile Adhesion (480X75)31,250 weekly impressions (7 day time period)
Client signature: _______________________ Date: ___________