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Follow us on Twitter @theknotb2b #TheKnotRocksWMBA
I Do, I Don’t: 5 tips to
maximize your ROI
Wedding MBA 2013, Las Vegas, NV
presented by Mike Steib @msteib& Laura Cave @lauracave
1Tuesday, October 1, 13
Follow us on Twitter @theknotb2b #TheKnotRocksWMBA
I know how to cost effectively target my
customer with advertising
Tuesday, October 1, 13
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my marketing message is strong
enough to cut through the noise
Tuesday, October 1, 13
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I’m confident I’m getting the most out
of my marketing budget
Tuesday, October 1, 13
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I make marketing decisions based on
data I can trust
Tuesday, October 1, 13
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I have safeguards in place to protect my reputation and my
business
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today’s marketing challenge1. Consumers are overwhelmed
•
Total Sleep per weeknight: 6 hours 30 minutes (National Sleep Foundation 2013)
Total media consumption: 9 hours per day (inMobi)
The average person sees 1,700 banner ads and 4200 TV ads per month (ComScore)
2. Targeting Consumers is Expensive• If you don’t pay to promote your posts, the majority of your Facebook
followers may not be seeing them. (Forbes)
3. This industry is weird.
Competition drives up Google Keyword pricing.
Tuesday, October 1, 13
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radio & tv trumped by magazines?
Wedding Planning Sources
1) Internet 98%
2) Friends/Family 84%
3) Bridal Magazines 72%
4) Bridal Events/Shows 43%
5) Books 25%
6) Wedding Planner 19%
7) Television 18%
8) Bridal Vendor 17%
9) Newspapers 3%
10) Radio 1%
Tuesday, October 1, 13
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1 the marketing funnelhow your customers find you
Tuesday, October 1, 13
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$$$$
$$$$
the marketing funnel
discovery consideration book
?
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2 the KPI dashboardkey performance indicators
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KPIs defined
discovery consideration book
audience
UVsEmail OpensMagazine CircDirect Mail ListsSocial Followers
leads
Email inquiriesPhone inquiriesAppointments
clients
# ClientsAvg. $ per clientSalesReferrals
KPIs
Audience Conversion%
Lead Conversion%
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score your strategychannels and media mix3
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a typical marketing plan• channels
– Wedding Site ads– Bridal Magazines– Search– Social– Bridal Shows
• media mix– Research shows 50% more
brand positivity when TV and Online are combined compared to either medium alone. (IAB & Thinkbox.tv)
Shows
Print Wedding Sites
Social
Search
total marketing budget should
be 7-8% of annual sales
US Small Business Administration
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brides look for you...Wedding Planning Sources
1) Internet 98%
2) Friends/Family 84%
3) Bridal Magazines 72%
4) Bridal Events/Shows 43%
5) Books 25%
6) Wedding Planner 19%
7) Television 18%
8) Bridal Vendor 17%
9) Newspapers 3%
10) Radio 1%Source: 2012 Real Weddings Study
brides multi-source their
planning information!
...in more than one place!
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mobile usage on the rise
• 85% of brides own a smartphone up from 74% in 2011
• 41% of brides own a tablet– iPad ownership is at 29%
vs. 16% in 2011
✓ Key Takeaway: Your online and print presences must translate to mobile...
Source: 2012 Real Weddings Study; Base: Own/Use smartphone
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market year round, but especially in Q1
Dec16%
Nov 7%
Oct8%
Sept 7%
Aug8% Jul
8%
Jun7%
May8%
Apr8%
Mar6%
Feb8%
Jan6%
monthly distributionof engagements
Source: The Knot Real Weddings Study 2012
you are here
• Engagements happen all year
• The most popular month for engagements is December.
• 37% of engagements happen between Thanksgiving and Valentine’s Day.
• The average engagement is 14 months long
✓ Key Takeaway: Polish up your marketing before the Q1 planning surge!
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frequency matters
Source: mediassociates
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marketing in surround sound
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lead tracking strategies• Landing pages
– for the weddings side of your business– for a particular campaign (email, social, etc.)
• Email addresses– think about a unique email address for leads
• ASK “how did you hear about us?”• Dashboard
– everyone tracks phone calls & emails– make it a game so your staff has fun
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4 test your messagingto get more out of your ads
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what you say with your photos...1997 2013
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what you say with your website...1997 2013
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design trends for websitesClean Layouts
White backgrounds, simple navigation
Photo driven contentPinterest style photo tilesInfinite scrollLarge format photos make
a powerful impressionGet rid of:
Too much textBlue hyperlinksCenter or left-aligned sitesDark backgrounds
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browse templates for ideas
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call them to take action!
• Magazine Ads
• Emails
• Website
• Social mediaENJOY FREE SAMPLES* *VKL!�;9@>7+����c��,UKZ���������
@V\Y�>LKKPUN�:[H[PVULY`�:WLJPHSPZ[�(^HP[Z��c������� ��������c��^LKKPUNWHWLYKP]HZ�JVT
� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � �
SAVE YOUR DATE IN STYLE:OHYL�`V\Y�SV]L�PU�H�Z[HUKV\[�^H`�
*Enjoy eight (8) samples using the code TRYWPD17 at checkout. One-time use only. This offer applies exclusively to stationery and is not applicable to previously placed orders. Offer is only valid on Wedding Paper Divas and is not applicable to third party or partner websites. We reserve the right to discontinue or modify this offer at any time without notice. Offer expires 12/31/13 at 11:59 pm (PT).
enjoy free
samples
schedule a free
consultation
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try these calls to action
• Enjoy free samples• Book an appointment• Schedule a free consultation• Register to win• Take the quiz• Request more info• Inquire here
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5 gauge your reputationreal weddings & reviews
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new! submit your wedding
34Tuesday, October 1, 13
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reviews are trusted
36
25%
50%
75%
100%
Per
sona
l Rec
omm
enda
tions
RE
VIE
WS
Ads
on
TV
Bra
nded
Web
site
s
New
spap
er A
ds
Em
ails
Edi
toria
l Con
tent
Mag
azin
e A
ds
Bra
nd S
pons
orsh
ips
TV P
rodu
ct P
lace
men
t
Bill
boar
ds
Sea
rch
Eng
ine
Ads
4857556160
675661
696268
84
source: Nielsen Global Trust in Advertising and Brand Messages Report Sept 2013
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reviews attract leads
source: Gigmasters
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best of weddings
The deadline is Sunday, Oct 6 at
11:59pm CT
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introducingthe best of weddingshall of fame!
Tuesday, October 1, 13
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congratulations• Allstar Entertainment
& Uplighting
• Charlie Roberts - Your Wedding DJ
• David Rothstein Live Music
• Mike Staff Productions
• The Inn at Rose Hall
• EastCoast Entertainment
• Lethal Rhythms DJs
• Table 6 Productions
• Vision DJs
• Woodwinds
40
see all the winners at
theknot.com/b2b
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key takeaways
✓track your KPIs regularly to feel confident making data-based marketing decisions.
✓Continually improve your visual and verbal messaging for the best conversions.
✓Feed the word of mouth machine by capturing great reviews and awards.
41Tuesday, October 1, 13
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connect with us!
ALL DAY - Visit our Strategy Bar for a free consultation of your storefront, website, and reviews!
2pm: more marketing advice from Andy Ebon
4pm: Clicks & Stones - more on reviews and reputation management
11am tomorrow: our 2014 Trends Preview!
42Tuesday, October 1, 13