Strategies for integrating paid search with offline activity to improve Return on Investment

© 2010 Net Media Planet

Strategies for Integrating Paid Search: with Offline Activity to improve ROISri Sharma, Managing Director, Net Media PlanetMatt Walburn, Marketing Director, The Perfume Shop20th May 2010


Over to Matt Walburn ...


WHICH RETAILERS SELL FRAGRANCE?

1. BOOTS - 86%2. SUPERDRUG – 55%3. DEBENHAMS – 53%4. HOUSE OF FRASER – 35%5. THE PERFUME SHOP – 30%

RANK MARKET SHARE IN FRAGRANCE…

1. BOOTS – 31%2. THE PERFUME SHOP– 24%3. DEBENHAMS – 14%4. SUPERDRUG – 5%5. HOUSE OF FRASER – 4%

LETS START WITH SOME AUDIENCE PARTICIPATION….

© 2010 Net Media Planet4

THE PERFUME SHOP

• TPS founded 1992 (Our 18th birthday this year)• Acquired by A. S. Watson Group in 2005, biggest Health

and Beauty retail group globally • 180 stores across UK & Ireland (inc E commerce site

relaunched 2008)• Already UK’s largest ‘fragrance only’ retailer• Delivers amongst the highest sales/Ebit per Sqft across all

UK retail sectors• Currently 2nd largest UK retailer of fragrance after

Boots….for now!

© 2010 Net Media Planet5

SO WHY INVEST IN MARKETING A RETAIL BRAND?

• GROW BRAND AWARENESS

• IMMEDIATE SALES/FOOTFALL• STORES• ONLINE

• INTERNAL ENGAGEMENT


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INTEGRATED MARKETING ESSENTIAL: DEFINED BY THE COMPLEXITY OF CONSUMER’S LIVESMessage reinforcement, multi channel usage, different channels suit different messages


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HOW

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AND MAXIMISE SALES HERE?TPS INTEGRATED MARKETING ACTIVITY

OVER TO SRI…..


TAKE A LOOK AT OUR TV AD!


Back to Sri Sharma ...


Users move across channels before purchasingBuild on a theme and messageDifferent channels provide different marketing benefits

Why Integration is so important Drive increased brand awareness, traffic and promotes buying


Search & TV Advertising37% of people would see a TV advert and be prompted to go onto a search engineSource: Jupiter Research


Approach to Integrated MarketingUnderstand the offline marketing campaign & objectives

Set online Paid Search goals and objectivesModel the user journey

Integrate planning and scheduling

Resonate through messaging

Extend reach

Multi-channel analysis


Offline TV Campaign

Brand awareness creation around the X FactorAudience fit targeting Females 16-35Promote The Perfume Shop brand in conjunction with leading perfume brandsHighly specific product targeting and offer driven






Extend reach



Objectives

The Perfume Shop:

Increase no. of salesIncrease traffic to websiteHit monthly target CPA






Extend reach



The Perfume Shop User Journey

Consumer has basic or no

awareness of ‘The Perfume Shop’ brand

Consumer has basic or no

awareness of ‘The Perfume Shop’ brand

Consumer sees the

‘The Perfume

Shop’ TV ad

Consumer searches online for the website and researches

the specific product & offer

Consumer researches on

competitor websites

Consumer sees the ‘The

Perfume Shop’ TV ad

Consumer searches online for the website and researches

the specific product and

offer

Consumer purchases

Consumer returns to ‘The Perfume Shop’ website and purchases






Extend reach



Integrate Planning & Scheduling

TVWhat medium?When would the offline ads appear?Where would the offline ads appear?

Drives coherency for the consumer and a better return for the brand


Integrate Planning & Scheduling

Paid SearchDefine the keyword strategyTarget specific times and duration around the offline campaign scheduleTarget specific audience geographic locationsTarget specific demographics through adcopy and search engine

Drives coherency for the consumer and a better return for the brand








Extend reach




Convey the messageMirror tone and phraseology

Match specific phrases from the offline adsUse sitelinks and bespoke landing pages

Convey the sentimentPeople buy because of how a product makes them feel

What does the voice over say and how?What is the strapline?

Translate and reinforce key messages to convert interest into sales


Standard

Integrated







Extend reach



Extend the reach

Identify websites that share commonality with the offline ad audience

Google content network and social advertising

Define the keyword strategyTarget specific times and duration around the offline campaign scheduleTarget specific audience geographic locationsTarget specific demographics

Increase brand saliency and future customer acquisition.








Extend reach



Customer Journey optimisation

Analyse the channel journeyattribute value Optimise budget allocationOptimise targeting

Analyse multichannelAttribute valueOptimise budget allocationOptimise focus

Analyse the consumer’s journey to improve ROI


Channel Analysis

Tim

e o

f TV

ad

Period of Focus

Imp

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“Net Media Planet stand out from the crowd with exceptional integrated PPC strategy and results”

Click through rate +10%

Traffic +28%

Conversion Rate +67%

Revenue +280%

Results for the client: The Perfume Shop


It pays to think holistically

Joined up planning and clear objectivesRigorous analysis delivers insightDetailed approach produces resultsLeverage relevant technology


Thank youDo you have any questions?Sri SharmaManaging DirectorE. [email protected]. +44 (0) 203 008 8321Twitter. @srisharma ; @netmediaplanetwww.netmediaplanet.com/blog

mailto:[email protected]

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Strategies for integrating paid search with offline activity to improve Return on Investment