Transcription
Confluence:Why Integrated Strategies MatterWE KNOW LOCAL BUSINESS.
What We’ll CoverScrapping the FunnelWhy This Means Anything To YouExamples of Integrated Campaigns
Scrapping the Funnel
Linear ModelPrint AdvertisingROP, Broadcast,Digital BannerAdvertisingSocial Media, ContentTargeting, DemographicTargeting, BrandedContentDirect Mail, PrintClassified, TargetedDisplaySocial Media: Reviewsites, business sites,social channels
According to [Google, Intuit, Sephora, SAP,Twitter, and Visa], the primary problemwith the funnel is that the buying processis no longer linear.Source: ly-on-the-funnel
“When you change from decision to engagement,you change the entire model.”-- Antonio Lucio, Chief Brand Officer at VisaSource: ly-on-the-funnel
Consumer Journey 79% of customers say their bankingrelationships are transactional Deepening customer relationships moremeaningful customer experiences Consumers open to value-added services Positive impact on loyaltySource: https://www.accenture.com/us-en/ e-Banking-Marketing-Moments.pdf#zoom 50
Consumer Journey Customers move back andforth across channels basedon needs at the moment Banks typically manage thesales funnel in a way that fragments data,obscuring customer insights Using cross-device systems to unify customerprofiles is keySource: https://www.accenture.com/us-en/ e-Banking-Marketing-Moments.pdf#zoom 50
Non-Linear Model
Why This Is So Important
How Your Industry SpendsSources: Facebook, Statista,
Types of Campaigns/DeviceSources: Facebook, Statista,
Future Spend/Reasons WhySources: Facebook, Statista,
Mobile Matters
Media Usage
Heaviest Media 15%14%15%22%25%21%20%14%11%10%10%9%7%5%0%Newspaper - printTotal/AvgInternetMillennial/Gen YTVGen XRadioBaby BoomerSilentsHeaviest/1st QuintileSource: Scarborough Research, Release 2 2014, Multi-MarketBase: 77 Scarborough local markets 80% National Adult pop.
Read Newspaper with Mobile /AvgMillennial/Gen YGen XBaby BoomerSilentsPast 30 daysSource: Scarborough Research, Release 2 2014, Multi-MarketBase: 77 Scarborough local markets 80% National Adult pop.
Banks- Advertising Mix Best PracticeAll Media2015Growth: 60.8M to 67.1MNewspaper15%Cinema18%Direct Mail12%Cinema18%Radio8%Other Print6%Online29%2019Local TVStations5%Cable TV3%Out rect Mail9%Online45%Radio6%Other Print4%Local TVStations3%Cable TV2%Out ofTelemarketing HomeDirectories1%1%1%
Banks- Advertising Mix Best Practice2015Online OnlyGrowth: 17.8M to 29.8MPaid nline Video11%Paid Search4%StaticDisplay/ROS8%Email3%Online Audio1%Online Video7%Email1%StaticOnline Audio Display/ROS1%2%
Time of Year
Examples of IntegratedCampaigns
Gannett NJ46% of the NJ PopulationSussexPassaicBergenOur combined markets represent 46% of households 46% of households with children 48% of college graduates 48% of households with income of 150,000 50% of households with IPA of 1M 50% of NJ’s total net worth 48% of consumer expenditures 48% of Asians 34% of Hispanics 33% of ster CamdenSalemAtlanticCumberlandCapeMay 2015 The Nielsen Co.
Client Strategies Leveraging customer’s database to betterunderstand the customer Running the database against PRIZM data tobuild profiles Tailoring creative to better reach the audience Finding “look-a-likes” in the market to acquirenew customers
Case StudiesEntegra Bank (Greenville) The North Carolina-based bank opened the Greenvillemarket with a commercial lending office and thenacquired a couple of retail banking locations. There was a specific need to educate market, and totarget business owners and commercial real estatebuilders. To increase their brand presence and educate themarket on their services, the team delivered a digitalmix, split between mobile and desktop, and additionalpre-roll videos in Q3. Print portion of the proposal willcome later in the year.
Case StudiesDiamond District (Fort Myers) Completed a PRIZM analysis on their currentcustomers (20K database) and determined theyreach 3 distinct audiences. Developed analysis showing reach of particularmedia around audiences and presented newcreative to reach the three distinct segments. We combined the three audiences into a halfpage print advertisement and targeted digital.
Case StudiesBuckingham HVAC Buckingham HVAC is one the larger companies in acompetitive New Castle County HVAC market. Theirmarketing spend in 2015 was mainly Delawareonline ads. Client Strategy utilized Nielsen Prizm research to identifyseveral key differentiators to inform Buckingham on how tobuild their brand DNA and move away from co-op drivenpricing ads. Our recommendation was to position themselves “as thecompany that exceeds customer expectations in serviceand keeps your family safe and comfortable”. Creativemessaging for this campaign was a critical part of the pitch.
Mobile Conversion Zones Setting a Geo-Fence around a region orcompetitor Tracking the customer when they come intoyour retail location or locations Measuring Foot Traffic from mobileadvertising
Why Conversion Zones?Identify audiences responding to mobile advertising by visiting a physicallocation as opposed to a click or call Track online to offline conversionsTrack the Total Visit Rate (TVR)Track the Cost Per Visit (CPV)Enrich mobile performanceEvaluate campaign effectivenessOther mobile programmatic technologies lack the accuracy of our partner toeffectively attribute mobile impressions with physical visits to an advertiser’slocation.
Geo FencingMonmouth Mall NJSantanderSet up a Conversion Zone and trackPNC Bankthe physical traffic at this site whopreviously saw an ad while within theYOUR BANKgeo-fenced location.Recommended Geo Fenced locationsfor Monmouth Mall Area include: Santander PNC Bank Capital One TD Bank The ProvidentBank of AmericaTD BankThe Provident29
Pay For Performance Integrated Print/Digital Campaign Share of Transaction Launched in 20 USA Today markets across theUnited States Generated more than 10 million in toplinesales for partners
Extension Program Leveraging the customer database Acquiring potential new/Intenders Tracing back to your front-end system to showreturn on investment Remarketing to interested consumers
BuildDisplayActivate display campaignacross Network to thesame targeted audienceEmail countsand targetaudienceCreateEye catching e-blastand direct mailcreativeExtensionROIOne Month – metrics are providedon email and displayTwo Months - Match back ROIreport provided for completeprogramEmailDirectSend targeted informationto the same identifiedaudienceSend targetedinformation toidentified targetaudience
Local News AndSo Much ialDirect MailEmail
Thank You.Michael Fibison, Director East Group Sales(302) 362-5393 mfibison@gannett.com35
Entegra Bank (Greenville) The North Carolina-based bank opened the Greenville market with a commercial lending office and then acquired a couple of retail banking locations. There was a specific need to educate market, and to target business owners and commercial real estate bu
