Internet Marketing: Why It Matters and How to Start

1. Internet Marketing: Why Bother and where to start www.facebook.com/onswitchfootfall Like us and get the slides !

2. Agenda • Facts about online • Trends • Key needs • Must do • How to get started and or better – over to Susie later

3. Just to set the mood ... What a few owners think about vets ......

5. Why web is crucial ? “Its just for young folks ?” • Over fifties count for 17 % of all web traffic on dating sites • 66% of people 50-64 use web regularly • Demographic profile 25-45 ,web is everything Target pet owning demographic is 25-45

6. “My clients aren't on line “ ...................

7. What did you last buy online ? • What do you buy on line ? • What do you buy on mobile ? m –commerce? • What services do you access on line?

8. Owners are consumers first • Watch TV – ads send you to web and facebook • Look at all businesses you deal with – paperless communication growing- normal for many ! • Buying flights, hotels, banking , ..........

9. Smart phones • Who has one ? • How many have purchased goods with on phone ?

10. Your key learning's for later • Web is normal -You have to be active online • M-commerce is normal and growing – 1 in 3 mobiles are smart phones – will be 50% by end of this year • Owner forums and social media is commercially useful • Owners want us to be in “ that space “....21st Century !

11. So where does web fit in your plans • Web is part of your marketing mix • Web is a key part of reaching current owners and potential new ones • Purpose of your marketing is what?

12. Purpose of my marketing is ........ Write it down .....what is it that you want to happen ?

13. Purpose of any marketing ........................is to drive owner behaviour Create awareness..... Inform decision making ......... Generate trial .......... MAKE PHONE RING!

14. The Footfall plan

15. More vets ..... • 4413 vet sites in UK as of February 1st 2012 • 2300 sites in 2000 * ...and it will keep growing in areas where we have OOH covered by 3rd party * Vetfile Data

17. More new owners • Never had a pet before

18. My new pet ...........

19. Owners behaviour • All surveys indicate that owners use web as a resource to “ check you out ” • Owners use web to see you and your team • Owners use web to research vet stuff

20. Choosing my horse vet .....

21. How owners use web • Web is used in many ways !

22. Web usage …..

24. Facebook matters !

25. Web is the start of a journey to local awareness The awareness journey is critical – you have to be found • Awareness • Information • Consideration • Selection • Experience • Repeat experience • Recommendations • Brand ambassador

26. Test your self • Type in “ vets in xxxxxxxx “ or “ horse vet in xxxxxx” • What comes up ? • Where are you ? • Who else is there ? • Take a moment to look at those around you on google

27. Search traffic

28. Time of day known

29. Day of week known

30. Referral traffic

31. Source info

32. Mobile search

33. Make phone ring

34. 4539 a month 55,080 a year YELL 890 a year!!

35. Make phone ring then what ? FGF +KOL + brand+ CE Phone call what happens next ?

36. Make an appointment

37. Onswitch Index The Onswitch Index Winter 2011

38. Summary • Online key to you being chosen • Online key to your awareness • Online key to your WOM • Online key to making the phone ring Online is normal !

39. Must haves • Easy to find – google test • Easy to open – not too clever – simple web • Easy to navigate • Pictures ! • Less words – not text heavy • Home page – ALL key info clear – OOH , contact info address

40. Vet web sites • More pictures • More warmth • Less words • More community • Essential info page 1

41. ...and finally ...after all that hard work , effort and energy please, please , please, please offer an appointment or visit !