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?

Pamela Johnston President

PJ Inc.

Kristen Kopplin Vice President Travelscream

Brad KingManaging Director

BlueKai

Jon Aizen, Co-founder and COO, Dapper

Jill Groebl, Vice President

Digital MarketingMMG Worldwide

The Team of Panelists

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

THINGS TO MEASURE

What can we measure?

What can’t we measure?

Beep louder, I can’t hear you.

@beeploud

Rush of the Education Process

Testing Testing… One… Two…

Three…

Resource Shifting

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

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

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

Travel Deals Network Results

Il Lugano Suites HotelFt. Lauderdale, FL 4-star Hotel

Revenue Results – 24:1 ROINEW Room Nights Booked 71 Average ADR $225Campaign Cost (at $0.60 CPC) $647Campaign Revenue $15,975

Click-through ResultsFull 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%

22% Discount

55% Discount

40% Discount + $100 Credit

Measuring performance and justifying spend then vs. now

Research

Execution

Lack of Strategy

Risk Paradox

Measuring the Wrong Thing/Identifying Goals

Not Listening

Wrong Staffing

MARKETING MISTAKES THAT IMPACT ROI

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

“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