Sweet Search - Building a Luxury Brand Online

Chris BishopOnline Marketing

ManagerHotel Chocolat Ltd

Contents

• A little about Hotel Chocolat• Branding with search

– Organic– Sponsored

• Tie your SEM strategy into your brand message

• Integrating SEM with a multi-channel strategy• Q & A’s

A natural step-by-step evolution built on solid foundations

NICHE

B – R – O – A - D

2003 Hotel chocolate gifts

B to C Chocolat + for yourself & B to B mail order

+ retail

1998 The Chocolate chocolates B to C Tasting Club FOR YOURSELF

by mail order

1993 Choc chocolate GIFTS B to C Express by mail order

1991 Geneiva chocolates & B to B Chocolates mints

1988 B to B MMC mints only

With growth comes change….becoming Multi-Channel

Mail Order1993

Internet1997

Re-branding 2003

Stores 2005

Hotel Chocolat Stores

• London & South East: Kensington, Moorgate, Knightsbridge, Bluewater, Lakeside, Maidstone, Canterbury, Bromley, Basingstoke, Watford, St. Albans, Reading

• East of England: Norwich, Cambridge

• Midlands: Telford, Solihull, Dudley, Milton Keynes, Nottingham

• North West: Manchester

• North East: Gateshead

• South West: Plymouth

Branding with Search

• Branding– Importance– What it brings

• Search Listings boosting brand– Why– How

Importance of Branding

• Identity

• Perceptions

• Experience

Branding with Search

• Advertising Concepts

• Top Listings

• Landing Pages

Prominent search listings can build/boost your brand

• Front of mind

• Positive associations

• Authority & Creditability

• Brand Messages (Ethical)

Branding – What it brings!

• Aids acquisition

• Loyal Customers

• Customer Relations

• Key to profitability!

Making your brand keywords work

• PPC just direct response?

• Credibility Exposure, brand equity

• Brand Lift

• Single to Multi-Keyword Search

• Rules - affiliates

5 Tips to build your brand

• Campaign keyword selection

• Keyword bidding

• Display URL

• Ad copy

• Landing pages

Tie your SEM strategy into your brand message

The seductive worldof Hotel Chocolat.

The seductive worldof Hotel Chocolat.

PersonalityPersonality• • AuthenticAuthentic• • TrustworthyTrustworthy• • Excited by chocolateExcited by chocolate• • SeductiveSeductive• • WelcomingWelcoming• • Engaging & wittyEngaging & witty• • Expert (not arrogant)Expert (not arrogant)• • Best from the world of Best from the world of chocolatechocolate

AttributesAttributes• • AuthenticAuthentic• • ReputationReputation• • Customer loyaltyCustomer loyalty• • DeliciousDelicious• • MemorableMemorable• • ServiceService• • LifestyleLifestyle

USPUSPss• • AuthenticAuthentic• • For everyoneFor everyone• • EnticingEnticing• • UnsurpassedUnsurpassed• • Global Global SelectionSelection• • RangeRange• • EthicalEthical

CredibilityCredibility• • AuthenticAuthentic• • A trusted brandA trusted brand• • Strong guaranteeStrong guarantee• • Consumer championConsumer champion• • EthicalEthical

The seductive worldof Hotel Chocolat.

TasteTaste• • Best in classBest in class• • FreshFresh• • Real ingredientsReal ingredients• • Passion & flairPassion & flair

The ExperienceThe Experience• • Sheer pleasureSheer pleasure• • More than the chocolateMore than the chocolate• • A brand experienceA brand experience

DisplayDisplay• • EvocativeEvocative• • Original, with flairOriginal, with flair• • InformativeInformative• • Clean & clearClean & clear

CredibilityCredibility• • AuthenticAuthentic• • A trusted brandA trusted brand• • Strong guaranteeStrong guarantee• • Consumer championConsumer champion• • EthicalEthical

ConsumersConsumers• • Male & femaleMale & female• • For everyoneFor everyone

StandardStandard• • Exceptional qualityExceptional quality• • Unexpected attentionUnexpected attention to detail to detail• • Friendly serviceFriendly service• • Efficient companyEfficient company

The seductive worldof Hotel Chocolat.

The allure & indulgence ofThe allure & indulgence ofauthentic chocolate brought to youauthentic chocolate brought to you

Brand EssenceEmotion…wanting itEmotion…wanting it• Need for pleasureNeed for pleasure• Need for comfort, cocooningNeed for comfort, cocooning• Want for lifestyleWant for lifestyle• Want to discoverWant to discover• Need for giftNeed for gift• Want to make the right impressionWant to make the right impression• Want to be excitedWant to be excited

• Experience…consuming itExperience…consuming it• Bliss pointBliss point• Me timeMe time• Sharing, givingSharing, giving• People, moments, chocolatePeople, moments, chocolate• Relaxed, pleasurableRelaxed, pleasurable• It’s a chocolate thingIt’s a chocolate thing

The delivery of promiseThe delivery of promise• FriendlyFriendly• Open to allOpen to all• Easy to buyEasy to buy• Self-serve, giving clear informationSelf-serve, giving clear information• Efficient, quickEfficient, quick• TrustworthyTrustworthy• Guaranteed, consumer championsGuaranteed, consumer champions

Credibility…knowing it’s the bestCredibility…knowing it’s the best• Real chocolate Real chocolate • Made with passion & flairMade with passion & flair• By real people (not faceless multi-national)By real people (not faceless multi-national)• Original & unique productsOriginal & unique products• Trustworthy companyTrustworthy company• Informed & expertInformed & expert• EthicalEthical

Measuring Search Branding

• How do you measure the effects of branding in a search engine marketing campaign?

• …a web analytics program such as Lynchpin or Google Analytics (free!)

• Below are some of the data points that can be used

to measure the brand impact of an SEM campaign. – Average Time On Site– Page Views Per Visitor: – Path Views to Registration or Subscription Sign-Ups:

Successfully integrating search with a multi-channel strategy

Definition - Multichannel marketing is offering customers more than one way to buy something - for example, from a Web site as well as in retail stores.

•Brick – Stores

•Click – Web

•Flip – Catalogue pages

The New Shopper

• Has polarised consumer behaviour• Loyal to strong brands• Disloyal to weak

• Technically savvy, literate and competent with IT• Crosses all ages, all socio-economic groups• Sophisticated comparison shoppers• Demand speed of availability and delivery

increasingly crucial. “I want it now!”• Not a slave to a channel – ingenious users of

channels for their advantage• Rely on convenience and certainty

Activity

Think about the way you would go about buying various products or services

1.Skiing Holiday

2.Digital Camera

3.Chocolat (Johnny Depp) on DVD

4.Set of bath towels

Store Information

Marketing Campaigns

So what? Search & Stores…

• Multichannel shoppers are more valuable than customers who shop via a single sales channel. They

have a 12% greater buying frequency and a 32% higher annual spending history than customers who shop at

stores only.

• Trichannel (retail, catalog, Internet) shoppers are more loyal than otherwise similar customers who purchase from only one or two channels. The study found that

customers who purchased from all three channels had a 73% likelihood to make similar purchases from that

retailer.Source – Shop.org (01/05/06)

Thank You & Questions

Thanks to…

Ambergreen Internet Marketing Lynchpin Analytics