Improving Your Advertising and Promotion ROI

1. Improving Your Advertising and Promotion ROI When margins get tight and marketing budgets shift away from branding where do you go for performance? What new tools are on the market to get the ROI you need?

2. The Team of Panelists Pamela Johnston President PJ Inc. Kristen Kopplin Vice President Travelscream Brad King Managing Director BlueKai Jill Groebl, Vice President Digital Marketing MMG Worldwide Jon Aizen, Co-founder and COO, Dapper

3. THINGS TO MEASURE • outputs (impressions, share of voice, tone, etc.) • outcomes (attitude shift, behavior change, expanding reach) • business results Source: Joanne Puckett, Vice President, Global Research Network Ketchum

4. What can we measure? What can’t we measure?

5. Beep louder, I can’t hear you. @beeploud

6. Rush of the Education Process

7. Testing Testing… One… Two… Three…

8. Resource Shifting

9. Despite their confidence in social media 65.6% of marketing pros said they didn't know how to use it for marketing. Source: Lexton Snol, PC Advisor, May 15, 2009

10. Social media is like teen sex. Everyone wants to do it. No one actually knows how. When finally done, there is surprise, it’s not better. Source: Avinash Kaushik Google’s analytics evangelist

11. Social Media Toolkit Results Sanibel Harbour Ft. Meyers, FL 4-star Hotel Increase in Site Page Views * to Travelscream-served Pages on Hotel’s Website Monthly page views 8,677 Projected year-end unique monthly page views 104,124

12. Travel Deals Network Results Il Lugano Suites Hotel Ft. Lauderdale, FL 4-star Hotel Revenue Results – 24:1 ROI NEW Room Nights Booked 71 Average ADR $225 Campaign Cost (at $0.60 CPC) $647 Campaign Revenue $15,975 Click-through Results Full Package Views 1078 ‘Book Now’ Link (from Full Package View) 189 (17% CTR) Travel Deal Type CTR Breakdown * Shows consumers looking for discounts + value-adds, not just deep price discounts 22% Price Discount 22% 55% Price Discount 26% 40% Price Discount + $100 Hotel Credit 56%

13. Measuring performance and justifying spend then vs. now

14. MARKETING MISTAKES THAT IMPACT ROI • Research • Execution • Lack of Strategy • Risk Paradox • Measuring the Wrong Thing/Identifying Goals • Not Listening • Wrong Staffing

15. Resist the temptation to hand all of the social networking duties to that one young hipster in your office who appears to "get it." Otherwise you risk losing control of your brand message and turning a meager publicity effort into a public embarrassment. If you're going to start a Facebook or Twitter account for your company, give the responsibility to someone with poise, maturity, and tact, and then give them the freedom to do it their own way and figure it out for themselves. Ignore the "rules," avoid the "gurus," and let common social courtesy be your guide. Source: Robert Strohmeyer, PC World | Wednesday, May 20, 2009

16. “We live in a society that is absolutely sick of being advertised to and marketed to, and most of us turn to social networks to escape the forces of commercialism. We have a word for people who use social networks to send out unwanted offers and announcements about their business, and that word is "spammer.“” Source: Robert Strohmeyer, PC World | Wednesday, May 20, 2009 In the end though, it's not about the position, but about the person put into the position. Source: NY Times