“GETTING THE MOST BANG FOR YOUR BUCK FROM YOUR ONLINE MARKETING BUDGET”

Moderator: Brad Fishman Fishman PR & Marketing CEO Speaker: Meg Roberts Molly Maid President

Speaker: Drue Townsend FASTSIGNS International, Inc. Senior Vice-President, Marketing Speaker: Kristin Cronhardt Tilted Kilt Pub & Eatery VP of Marketing

ABOUT MOLLY MAID • Franchise “Club” History • Residential Home Cleaning • +250 US Franchisees • 25 years in league • 2nd smallest salary cap • Nearly 10% sales growth each of past 3 years

MARKETING & BASEBALL

• A “Believer” at 10: – 1984 Tigers & Apple

• A “Cynic” at 30:

– 2003 Tigers & Dot-Com Bust • An “Enthusiast” at 40:

– 2012 Tigers? – Discovered “Small Ball”

WINNING “SMALL BALL”STYLE What is “Small Ball?”

• Purposeful and creative use of all players • Series of deliberate, tactical, well-planned moves to

score runs • Emphasis on tenacity and creativity • Drive to overcome size, talent and “budget” to WIN!

• Applies directly to franchise marketing. – Don’t outspend; outperform! – Out-work – Out-play – Out-hustle – Out-wit

SMALL BALL: A RUN IS A RUN

SMALL BALL: OUT-WORK • Invest in an exceptional roster

– Develop raw talent – Reward work-ethic and creativity – Higher “opportunity finders” not just

problem solvers – No “one-pitch” players

• Hire great skill coaches – SEO, SEM & PR

SMALL BALL: OUT-WORK • What “out-working” delivers:

• Traffic up 11% Year over Year • Online contacts up 22%

SMALL BALL: OUT-PLAY • Invest in the best “DIY” equipment - CMS • Deepen/widen footprint

SMALL BALL: OUT-PLAY

SMALL BALL: OUT-HUSTLE • Study, research, analyze, understand

– Consumer, Keywords, Habits • Consider EVERY play, not just the

obvious

SMALL BALL: OUT-WIT • Build fan loyalty with fun and function • Be a relevant resource

REVIEW THE BOX SCORE

OUT: Work, Play, Hustle, Wit 2012 vs. 2011 US Sales +9.3% Organic Traffic +34%

Top 10 Keyword Positions +152% Total Contacts (NMF Generated) +22% Database Engagement +114% YouTube Views +54% Facebook “LIKES” +203%

ABOUT FASTSIGNS®

• Visual Communications • Business-to-Business • 530 locations; 8 countries • 3 brands (FASTSIGNS, Brand

Imaging Group, SIGNWAVE) • 6 websites (.com, .co.uk,

com.au, sa.com, .com.br, fsfastsigns.com); 2 CMS’s

ONLINE MARKETING BUDGET • How to support objectives?

– General corporate – Marketing-specific – Web-specific

• Maximize “find-ability” (SEO, PPC) • Create quality traffic and actions • “On Your Behalf” (FASTMAIL,

Listen360, editors) • Extended Value (fund part of local

PPC and agency admin, calls)

• Ad Fund – 2% of sales

• Web-Specific – 35% of

program budget

– 35%+ of staff time/salary

ONLINE MARKETING CHALLENGES

• Being outspent in PPC by non-key competitors

• Google (love/hate) – URLs for ranking – Maps one location – Local area targeting

• Custom products – 66,000 searches

• Mobile – Not promotional – File storage and size

• Social media – Relationships local

ONLINE MARKETING SOLUTIONS “The Village”

– In-house team • 5 specific + touched by 12 others = 17 total

– Web developer – Digital agency

• What? Why? When? How? Where? – Direct vendor partners

• Exact Target, TV media agency, Listen360 – Franchise partners

ONLINE MARKETING PROGRAMS

• Organic/SEO: Content, backend design, Google + (Places), links

• Paid: Pay-Per-Click and call recording, display banner ads on TV network sites

• Social: Blog(s), LinkedIn, Facebook, Twitter, YouTube, MetamorphoSIGN

• Retention: FASTMAIL (email marketing), Listen360 (customer loyalty and retention)

FASTMAIL, CNN BANNER AD

HOMEPAGE AND CENTER SITE

BRANDED YOU TUBE CHANNEL

BRANDED FACEBOOK

ONLINE MARKETING RESULTS

Activity 2012 vs. 2011 US/Canadian System Sales + 11% fastsigns.com visits + 9% (2% .com; 154% m.com)

Organic traffic + 24% Brand term clicks + 14% % of our social “conversation” Typically 80% to 90% Actions (SAF, RFQ, Call, Locate) About 13% -15% of visits

TIPS FOR GETTING BANG FOR BUCK

• Have a strategy/plan – Quarterly term focus – Metrics that matter – Internal + experts

• Pay-Per-Click

– Long tail terms – Test Bing – Use negative keywords – Mobile campaigns

• Social – Concentrate BUT extend

and repurpose – Much ado or key driver?

• SEO/Organic

– Optimize press releases and blog posts

– Add new site content – Videos with script terms

ABOUT TILTED KILT PUB & EATERY

DETERMINING OUR ONLINE MARKETING BUDGET

• A Varying % Of Our Annual NAMF Budget Is Allocated To Online Based On Our Goals.

• Our Current Goals For Online: – Increase Awareness/Consumer Engagement With The

Tilted Kilt Brand Through: • Utilization of Online/Social Media To Compliment Traditional

Media. • Advertising Designed Specific To Online/Social.

– Pre-roll/Banner Ads, Paid Facebook, Mobile, E-mail, Text, Etc.

• Social Engagement Specific To Online/Social. – Facebook, Organic SEO, Twitter, Yelp, Pinterest, YouTube, Instagram.

• Franchise Development Budget. (Minimal Online Expenditure)

OUR ONLINE MARKETING CHALLENGES

• Being Outspent By Major Competitors. • We Don’t Get Personal Support From

Some Of The Major Search Engines And Social Sites Due To Our Size.

• Issues With Mapping And GPS Systems Not Being Accurate For Specific Locations.

• Ad Images Being Denied By Online Sites. • Brand Consistency Among Franchisees.

OUR ONLINE MARKETING SOLUTIONS

• Social Efforts Managed Through In-house Social Team – Hire The Right People

• Online Media Buys Managed Thru Media Buying Agency – Hire The Right People

• Continued Social/Online Education Of Franchisee/ GM’s & Marketing Support Staff – Hire The Right People

OUR ONLINE MARKETING PROGRAMS • Video Pre-roll And Display Banner Ads

On Popular Sites Targeted at Key Male Demo.

• Mobile Game App Ads On Key Sites Targeted At Male Demo Like Zynga Games.

• Facebook – Social Engagement Focus/Optimized Ads To Drive Fans To National & Local Pub Pages/ Recruitment Ads.

• Twitter – Social Engagement Focus. • Google Places (Maps). • Kilt Clan E-mail Marketing

Through Fishbowl. • SEO - Content, Backend Site,

Reviews, Etc. • Yelp – Standardization &

Training For Franchisees.

RESULTS

Source: Specific Media/Yahoo

RESULTS

Website Publisher Ad Size

Fantasy Football Message

Football Tailgate Message

AVG CTR (click thru

rate)

50% VTR (video thru

rate)

100% VTR (video thru

rate)

Website #1 Video Ad :15 - Att .34% 90% 85%

In-Banner Video - Att .19%

300x250 0.38% 0.34% .36%

728x90 0.28% 0.26% .27%

Website #2 Video Ad :15 Attraction .17% 78% 71%

Video Ad :30 Attraction 1.12% 71% 57%

Video Ad :15 Mirage 1.23% 78% 69%

Video Ad :30 Mirage .58% 65% 53%

Total Video Ad Delivery .83% 60% 50%

Mobile #1 Full Screen Static 1.93% 1.87% 1.90%

Video 1.32% 58% 33%

Sample Online Benchmarks

Type Click Thru Rate Video Ads .05-0.7% Banner Ads .03-0.5%

TIPS FOR GETTING THE MOST BANG FOR YOUR BUCK

• Be Strategic With Your Dollars. Test Things Out And Don’t Put All Your Eggs In One Basket Because The Basket Will Change. Find The Right Vehicles To Reach Your Core Demo.

• Hire A Good Media Buyer For Online Ad Placement Who Will Research All Your Options And Ensure You Are Getting Competitive Rates And Good Visibility.

• Watch The Numbers. Online Advertising Has Some Of The Best Statistics To Measure Success So Test Some Things Out Until You Find What Works Best For You.

• Don’t Give Into High Pressure Sales Tactics. We All Get A Million Calls On The Hottest New Thing In Social And Digital Marketing.