Independent Research Group out of Louisville, KY 843 may not seem like a lot, putting into perspective the polls to predict the next President of the United states have approximately 12-1400 for the entire United States.
Our total weekly reach is 86% In essence 9 in 10 adults read the Billings Gazette in print, at billingsgazette.com or both each week Strengths across all age groups, the common misconception that the youngest of adults don’t read newspapers, we can put the myth to rest, right here in Billings where we reach nearly 9 in 10 of those adults 18-34 Fortunate for me, visit a lot of newspapers across the united states and this is by far, one of the highest!
Of those that access the internet, 71% access Google, 70% BillingsGazette.com + Yahoo
% of all adults in the Billings Market On the average weekday 44% of all adults read the Billings Gazette in print 25% watch the local evening news 8% listen to 102.9 FM for at least 5 minutes between 6am-10am
Now let’s take a look at usage on a typical day on the internet. 70% of adult internet users indicated they used the internet yesterday With 49% of adult internet users indicated they used a search engine to find information
February 2009 Its my belief these still hold true and as the rest of the country comes out of the recession, Billings will remain ahead of that curve.
It begins by really understanding your goals and needs and then matching state-of-the-art marketing capabilities to satisfy these dynamic requirements.
One of the biggest challenges businesses seem to face is where to advertise, it seems the options and solutions grow on a daily basis I think we all can agree that the media landscape has changed dramatically over just the past three decades. It used to be so simple, didn’t it? You had newspapers, radio and broadcast television as the primary options for communicating with consumers. And consumers had it easy, too – there were only so many options they had to gather news and information. Then, came cable television and advent of the 24 hour news channel, then came the Internet and online services such as AOL. Search engines arose to help consumers find what they were looking for quickly on the Internet. It is estimated that today there are over 100 million different web sites to chose from. We now see technologies designed to eliminate the very advertising messages businesses such as yours were using these media to deliver.. I’m talking about DVRs and TiVo where consumers can record and then skip through commercials with the click of a button. I’m also talking about satellite radio which is still largely paid for by subscribers and is in direct competition with radio. iPods or MP3 digital music players have also eroded radio audiences. Treos and Blackberries are also increasingly being used by consumers as a means to gather news and information on the go. With all of these options, it is no wonder why we are here today. Some of the homework you must do before you decide where to advertise is to look into each media and find out how you can effectively get a return on your advertising and make it an investment and not an expense.
You are familiar with print, because you have either used it to advertised, clipped a coupon. It is our job to simplify your online decision making, what a better way to show you how to tackle the online world then with Lego building blocks, a simple building tool that we are all familiar with, you start with a foundation, your business, then layer in different solutions to grow, expand or retain your customers and business.
Remain aggressive and consistent with your advertising in addition to learning how people are absorbing and getting their information, such as Behaviorial targeting
As you manage your creative, you must also keep in mind that there is still a very thin market…… The notion of a thin market has held up for decades and remains true in 2009. The “thin” market means that the number of consumers in the market for any specific item of general merchandise or service during any given week is very small (thin). This is important especially because consumers tend to enter the market quickly, shop and then buy in a very short time and then leave the market for that item only to be replaced with an entirely new group who enters the market the next week. The challenge for retail marketers is to constantly be marketing to ensure that their store is in the consideration set. This argues that frequency in advertising is more critical than size dominance. The more considered a purchase, typically the more expensive an item being shopped for, the thinner the market for it.
Brand new technology Billions of dollars to design New to the Billings area, but is a very established technology
In addition to the Billingsgazette.com
If you geographically target on Yahoo and or billingsgazette.com your advertising remains very local to the Billings market.
Monitor your competitors. If they’re cutting back, seriously consider increasing your marketing budget and hitting harder. This will provide a great opportunity to capture – and retain – a larger share of the market. • Avoid gimmicks. Center your message on the benefits and advantages of your product or service – such as convenience or energy efficiency – rather than making emotional appeals. • Use direct-response advertising techniques. In direct mail and telemarketing campaigns, use hard-hitting copy with simple but convincing language, a special offer the prospect will find hard to pas up, and a strong call to action. • Stress benefits and return on investment. Prospects are looking for as much value as possible in a weak economy. • Focus on your metrics. Know which target segments are most responsive, which offers generate the greatest interest, and so on. Spend every ad dollar carefully. • Re-examine your marketing mix to ensure it is the most cost effective.
Why Behavioral Targeted Ads
WELCOME Marketing In A Digital Era
AGENDA <ul><li>Billings Area Market Research </li></ul><ul><li>Capturing Your Most Profitable Customer </li></ul><ul><li>Promotion, Expansion and Retention </li></ul><ul><li>Driving the Right Message to the </li></ul><ul><li> Right Audience at the Right Time </li></ul><ul><li>Success Equation for Today’s Economy </li></ul>
METHODOLOGY <ul><li>Primary research efforts conducted by Independent Research Firms: </li></ul><ul><ul><li>Wilkerson & Associates, Louisville, KY (Oct 2006 – Dec 2008) </li></ul></ul><ul><ul><li>17 minute telephone survey </li></ul></ul><ul><ul><li>Randomly selected adults in the Billings Designated Market Area </li></ul></ul><ul><li>Asked questions you would ask your own customers </li></ul>
THE BILLINGS GAZETTE WEEKLY PRINT + WEB REACH Total Weekly Reach: 86% Base: Total adults in Billings Market (n=305) Source: Billings Audience Report, Oct – Dec 2007
ONLINE LANDSCAPE Base: Internet Users in Billings Market (n=825) Source: Billings Audience Report, Jan. 2008– Dec. 2008
MEDIA USAGE Base: Total adults in The Billings Gazette Market Area n=843; N=186,000 adults Source: Billings Market Study, January 2006
INTERNET USAGE Daily Internet Activities, 2008 Source: Pew Internet and American Life Project Tracking Study 2005-2008. Scanning Mode 3.5 seconds Gather Information Multiple Exposures On a Typical Day % of Adult Internet Users Who Report Doing This Activity "Yesterday" Use The Internet 70% Send/Read Email 60% Use Search Engine to Find Information 49% Get News 39% Check the Weather 30% Look for Info on a Hobby or Interest 29% Surf the Web for Fun 28% Do Any Type of Research For Your Job 23% Look Online for News and Information about Politics or Upcoming Campaigns 23% Bank Online 21% Look Online for Information on Something You Plan on Buying 20% Research For School or Training 16% Watch A Video on a Video Sharing Site 16%
THE BILLINGS MARKET AN ECONOMIST’S THOUGHTS FEBRUARY 2009 Larry Swanson, Ph.D., Director, O’Connor Center for the Rocky Mountain West University of Montana "Right now, Billings is almost one of the best places to be in the United States" In Montana, "we're going to be a magnitude below what we'll see nationally“ "So much of the national economic news is centered in places like New York, and people tend to project it into their own backyard. But there's a vast difference when you get into the real economy in Montana."
HOW, WHERE AND WHY How do you assemble the best digital-marketing portfolio over time? And where do you start?
WEB PRESENCE Web site Advertising Search Results Social Networking Message Boards Blogs Web Presence
SIMPLIFYING YOUR DECISION <ul><ul><ul><ul><ul><li>Maintaining ongoing contact with customer base </li></ul></ul></ul></ul></ul>Building your business and it’s brand Growing your customer base Maintaining your customer base
PROMOTING YOUR BUSINESS <ul><li>Use Promotion when one the following objectives or needs are identified: </li></ul><ul><li>Build branding </li></ul><ul><li>Promote Price / Product / Services </li></ul><ul><li>Increase foot traffic </li></ul><ul><li>Grow revenues </li></ul><ul><li>Maintain top-of-mind awareness </li></ul>PROMOTION Digital products that you may already be using today. Whether it’s a banner ad or online coupon, the intent is to speak to clients and prospects and drive specific responses. Promote Your Business and Drive Your Brand
PROMOTION Promote Your Business and Drive Your Brand It’s not what you think it is…. Branding…. It’s what they think it is.
WHAT A BRAND ISN’T… … just a person … just a product … just a price
WHAT’S THE POINT 31,000 locations in 119 countries Serve 47 million customers per day Revenues of $22 billion We all pretty much know what they sell
SHARE OF VOICE Why do they spend an average of $131,278 every hour of every day of the year advertising to us?
DRIVING BRAND EQUITY Over 3/4 of McDonald’s value is in the brand itself! 2008 brand value $49.5 Billion 2008 market capitalization $60+Billion
ADVERTISING PAYS Advertisers who continued advertising saw a 256% increase in revenue over those that didn’t advertise Source: McGraw-Hill Research Annual sales shown as an index from 1980 to 1985
EXPANDING YOUR BUSINESS EXPANSION These products give local businesses the opportunity to grow their client base and reach new perspective customers. <ul><li>Use Expansion capabilities when these objectives or needs are identified: </li></ul><ul><li>Connect with active searchers </li></ul><ul><li>Broaden reach and customer base </li></ul><ul><li>Active lead generation </li></ul><ul><li>Drive site traffic, transactions </li></ul>Growing your customer base and increasing market share
SEARCH Growing your customer base and increasing market share 86% of searches are “local” Search Engine Optimization Search Engine Marketing
RETAINING YOUR CUSTOMERS <ul><li>Use Retention when the following objectives or needs are identified: </li></ul><ul><li>Top-of-mind awareness </li></ul><ul><li>Introduce new products/services </li></ul><ul><li>Build business affinity, engagement </li></ul><ul><li>Increase customer satisfaction levels </li></ul>RETENTION These programs allow local businesses to communicate with their existing customers and retain them through a variety of tools.
EMAIL, MOBILE, SOCIAL MEDIA Communicate, and Retain Existing Customers Social Media Email Campaign Management Mobile Alerts
BEHAVIORAL TARGETING The Power of Knowing ‘Who’…
HOW IT WORKS + Behavioral Targeting: Tracks WHAT pages your customer visits and from what devices Yahoo! Search: Tracks WHAT your customer is searching shoes jewelry men’s clothing baby furniture hats Sample Searches: desks suits dresses luggage bags sunglasses + Geo Targeting: Identifies WHERE your customer is located Find your local customer Prospective Customer Yahoo’s sophisticated targeting enables you to deliver… The Right Message to the Right Person at the Right Time
METHODOLOGY Search Ad Clicks Content Search Clicks
MOVE CONSUMER TO PURCHASE <ul><ul><li>Beginning of the buy cycle </li></ul></ul><ul><ul><li>Want to know their market, local options </li></ul></ul><ul><ul><li>Want best “deal” when they get ready to buy </li></ul></ul><ul><ul><li>Influence others with their knowledge </li></ul></ul><ul><ul><li>Target with branding campaign </li></ul></ul><ul><ul><li>Have already done research and now they are ready to shop </li></ul></ul><ul><ul><li>It’s the right time for them to buy, just looking for the right place </li></ul></ul><ul><ul><li>End of the buy cycle </li></ul></ul><ul><ul><li>Target with actionable, product-specific campaign </li></ul></ul>Awareness Consideration Purchase Purchase Funnel Category Purchase Cycle Relevant How Recent Intensity
SAMPLE BEHAVIOR TARGETED ADS Promote Your Business and Drive Your Brand Your ad, Behaviorally Targeted, Leaderboard 728 X 90 Your Ad, Behaviorally Targeted, BIG AD 300 x 250
DEMO TARGETING The Power of Knowing ‘Who’… Gender Age
GEO TARGETING The Power of Knowing ‘Where’… Zip Code State DMA
TIME OF DAY TARGETING The Power of Knowing ‘When’… Control when your customer sees your ad
CLEAR AND CONCISE Targeted Products Call To Action
STRONG CALL TO ACTION Cheer up someone's day by sending a bouquet of happiness their way. Radiant as a summer's day, our brilliant bouquet may rival the sun itself! Our vases can barely contain the explosion of these bright roses and lilies. Flowers from $39.95 Delivered Today! 1234 Main Street, Anywhere (555) 555-1212 TrueBlooms.com Call To Action
MANAGE YOUR CREATIVE Specific Target Interests Specific Holiday Marketing Plan
ADVERTISING IN A RECESSION <ul><li>Sears stole the market share from Montgomery Wards in WW2 </li></ul><ul><li>Kellogg beat Post during the depression </li></ul><ul><li>Taco Bell & Pizza Hut stole share from McDonalds during the 90-91 recession </li></ul><ul><li>McDonald’s recently stole market share from Starbucks </li></ul><ul><li>“ Consumers don't stop buying when economies go through down cycles. They look harder for value," said Saatchi & Saatchi's Kevin Roberts, writing for Advertising Age magazine. </li></ul>
SURVIVING IN A DIGITAL ERA Focus on most profitable customers Re-examine your marketing mix Monitor your competitors Change your creative Dial up your customer service
SUCCESS EQUATION = Gained market share and more profit! A ready to buy audience with an inferred interest in your product and or service + Consistency + A good message $ $ $ $ $
IN CONCLUSION Delivering the Right Message to the Right Audience at the Right Time There’s never been a better time to partner with us! Thank you !