Brandbuilding – Offline and Online

1. Brandbuilding – Offline and Online

2. Brandbuilding – Offline and Online • Brandbuilding – why bother and what’s working today • 3 Steps – It’s not always an ad • How Online mixes with offline • Measuring your ROI impact

4. So why bother to build a brand? • It saves money • Greater lead flow • More efficient use of expensive sales time • Faster close rates • Higher pricing • The only path to preference

5. Direct MailMessage PRMessage ShowMessage Web SiteMessage AdMessage EmailMessage BrochureMessage We Believe in Sweet Spot Marketing • Find where profit lives • Don’t say what you do. Say what you do BETTER • Encircle with consistency, balance, efficiency, repetition Sweet Spot

6. Budget Priorities – How Much for Print, How Much for Online?

7. Budget Priorities – How Much for All This? • Average spend: 3.5% of sales • Survey says: • - Less than 1% 57% • 1-2% 29 • 3-4% 0 • 4-6% 7 • DNA 7 • 28% increased • 50% no change • 0% decrease

8. Budget Priorities – How Do You Compare? Print ads 22% Online ads 9 Web 28 DM – Postal 1 Email 3 PR 3 Shows 11 Research 3 Collateral 11 Sales tools 8 Other 3

9. We All LOVE Online… • Print ads 17% 50% flat • Online ads 7 36% increase • Web 2243% increase • DM – Postal 1 57% flat • Email 2 43% flat • PR 2 43% flat • Shows 9 43% flat • Research 2 36% flat • Collateral 9 29% flat • Sales tools 6 36% flat • Other 2

10. Brandbuilding Today Depends on Impact Marketing • Getting to Preference by… • Comparative Messaging • Not Just Leads • Online Excellence • Act Like a Leader

11. The BrandBuilder Process • Competitive message review • Competitive ad schedule review – print and online • Review of current client positioning (superlatives, USP, etc.) • Review of competitive brochures/web sites • Review competitive product/pricing • Literature review • Review of competitive markets targeted, describe those markets (growing, declining, market needs, etc.) • Plot out competitive strengths

12. Message Analysis-Are We In Tune? SCPThe world’s most innovative technology… Industry leader for 25 years Close customer relationships Extensive installed base provides deep resources TELGlobal scope “TEL's sophisticated tools outperform competitive systems in process performance and Cost of Ownership.” AkrionHigh reliability/quality for high throughput Lower cost of ownership Advanced technology Proven sales/market acceptance Global support capabilities DNSHigh reliability for constant productivity Worldwide customer base

13. The Benefits of Leverage • Consistency of message • Consistency of graphics • Consistency across platforms • Consistency across divisions • Whatever happened to Mama Ragu?

14. 2. Not Just Leads • It’s all about “A” leads • Custom list building • Mining your own database for the “meat in the middle” • Rigorous lead qualification

15. You Already Believe in Lead Qualification • Lead volume 14% • Lead quality 43 • Cost/lead 7 • Brand preference 7 • Other 14

16. Increase Lead Flow Sales Funnel Travel Faster Finding the Most Profitable “A” Leads Cheaper Than $300Sales Call More Profitable Customers $ $ $ $ $

17. A A Tech Support A A Shows Webinars A A Direct Mail B B Sales B B eMail Qualified Database Marketing & Fulfillment Telemarketing Qualification B B Web B B PR Editorial C C Non-qualified Ads Lead Management A Leads: Request for information with qualification.Any personal contact. B Leads: Request for information without qualification. Key event source. C Leads:Request for information without qualification. Non-qualified source.

18. Layer the Tactics • Repetition Works • 100 leads typically close: - 2% on first contact - 3% on second contact - 4% on third - 10% of fourth - 81% on fifth (SME Study)

19. #3. Online Excellence • Top of the search engines is a must • 93% say they don’t go beyond the first page

20. Organic vs. Keyword

21. (COST: $1.05 / click) (COST: 98 cents / click) (COST: 33 cents / click) Keyword Advertising Now: who needs brand-building?

22. Organic Checklist: How Do You Get To Page 1? • Meta Tags • Home page text • Page Titles -- different for every key page • Alt tags • No frames • No doorway/flash intro pages • No white type on white background • No pop ups • No disabling the “Back” button • Site Map • Submission services: SCAM

23. Organic Checklist: How Do You Get To Page 1? • Meta Tags

24. Keyword Checklist: How Do You Get To Page 1? • Go organic, and THEN buy keywords for words too competitive • Do I buy Yahoo vs. Google or more? • Change your words • Build in a Conversion Tracker • Third place is better than first

25. What Keywords To Buy -- Yahoo Keyword #/Month #1 Spot Die-Casting 2,773 $12.00 Foundries 6,961 $1.31 Investment Casting 2,731 $3.99 Lost Wax Process 135 $0.51 Metal Castings 2,879 $3.00 Sand Casting 1,785 $2.80 SAVINGS $23.61

26. Online Seminars • Polling allows for qualification • Dramatic price discounts • Generates 40% new leads

27. Online Surveys

28. E-newsletters • Total stats reporting • Most popular, least popular

29. The Metrics Support Email Programs • 4.26% overall CTR (3.3% national average) • 2.3% rented • 4.57% internal • 1.8% unsubscribe • 9% reject rate

30. Cost/Lead • Email, $25 for rented, $4.50 for internal • Shows, $250 • Print ads, $80 • Direct Mail, $25-40 • PR, $10-20

31. Banners That Work

32. Banners That Work

33. Total Site Traffic Banner Impressions Cost Cost/ Impression Modern Matl’s Hdlg. Logistics Mgmt. Material Hdlg. Mgmt. DC Velocity Inbound Logistics 35,000 52,000 22,000 54,000 45,000 85,831 150,000 115,000 3500 45,000 $120 Cost/M $120 Cost/M $69 Cost/M $583/month $2200/month $.12 $.12 $.07 $.17 $.05 Online Advertising Analysis

34. Effective Web Design Principles SEO Graphic Consistency Message Impact LeadCapture Comparative Messages

35. Virtual Hold Technology

36. Analyzing Web Performance – Our Benchmarks • Cost/impression – 1-2 cents • Cost/click -- $10 • Banner response -- .2% - 2% • Time spent/session – 6-7 minutes • Page views/session – 6-7 • Abandon rates – 20%

37. You’re Active Online • 64% collects sales leads and monitors monthly stats from their web sites • 36% buy keywords, 71% monitor rankings • 57% buy banners • 100% use email “regularly” • But your results seem “conflicted:” • Very Satisfied: • Web 50% • Banners 7 • Search engines 29 • Email 50

38. 3. Online Excellence • Other thoughts: • Appropriate web site budgets, with more message than flash • Vertical search • Role of email in long-term sales • New tools: Salesforce.com + Exact Target/”contextual ads” • Old tools: banners

39. 4. Act Like a Leader • Leaders run print advertising, especially when everyone else stops • Does anyone read print magazines anymore?

40. Understanding the Changing Media Landscape

41. Is There a Drop-off?

42. 4. Act Like a Leader • Leaders run print advertising, especially when everyone else stops • PR is a preference-builder

43. The Value of PR “PR starts the fire, then advertising fans it. Otherwise, advertising is just hot air." Al Ries, author of "Positioning, The Battle For Your Mind“ Brand managers report PR is most critical technique for building brand: - 51% PR - 44% Ads - 21% Sales promo - 17% Internet

44. Tutorial Handbooks PR is the #2 source of traffic to web sites.

45. Other Options – Engineers Are Drawn to White Papers

46. The Impact Marketer Wants Two Objectives • Preference • More Efficiency In Your Sales Machine • More Leads… • At a Lower Cost Per Lead… • At a Higher Quality… • Leads to More Sales at a Lower Marketing Cost.

47. When You Measure Your Leads… “I know half of my advertising is wasted. I just don’t know which half.” John Wanamaker

48. The Rest Of The Story… • Joel Goldstein • Goldstein Group Communications • www.ggcomm.com • jgoldstein@ggcomm.com